There was a scene in the recently released movie “New Year’s Eve” in which the characters played by Ashton Kutcher and Lea Michele are trapped in an elevator together for several hours. Now they end up (spoiler alert) sparking the beginnings of a romance by the end of their shared time on this elevator, but the first few hours were far from being affectionate. In fact they were downright painful, as both make negative assumptions about each other and neither are too pleased to be stuck in an elevator at all, let alone with a complete stranger. Now I know that this is an extreme example because of the length of time. But it can be really uneasy to be stuck with a stranger in most settings for even 30 seconds; become subjected to a sales pitch and that 30 seconds becomes 10 years. The doors to the subway, bus, or elevator cannot open fast enough. Remember Ned Ryerson from Groundhog Day?
Before I go any further, keep in mind that I didn’t say elevator pitches weren’t necessary, or that elevator pitches can’t serve a purpose. I just don’t like the vast majority of elevator pitches I hear. The problem with most elevator pitches is that they sound like scripted or memorized sales pitches. If you’re looking to repel someone quickly, use an unsolicited sales pitch on him/her. Also, why do people have to talk so fast when giving them? I understand it’s supposed to take about 30 seconds, but it’s not a race against the clock. This does nothing more than leave the recipient feeling like they were just struck by a tornado. I don’t know about you, but if my house were hit by a tornado, I don’t think I’d be too excited about it. If this is the feeling that results from your elevator pitch, I would not be very willing to listen, or help, either.
An "elevator pitch" is intended to present you and your offering in a casual and socially acceptable manner. It actually derived its name because it should be delivered in less than 30 seconds, or about the time an average elevator ride takes. The word “pitch” in and of itself implies that you’re selling something, and most people don’t like that. If your presentation is truly a pitch, then you’ve got it all wrong. And if you are too forward, come off as boring, or it sounds cheesy, you are better off keeping your mouth closed. It’s not an autobiography, either. Nobody cares about your science project in the 3rd grade, or the your favorite color at age 13.
The key to an effective elevator pitch is to deliver it so subtly that the intended recipient does not even realize it. In other words – wind it into a regular conversation naturally. If you can focus more on how to have a productive conversation with someone, you will be surprised at the opportunities that arise to steer the conversation into a direction that allows you to speak about what you would like. I’m writing this with the job seeker in mind, but it also can apply to sales, marketing, or promoting a product or service as well. One thing that I have always found effective is to ask sincere questions about him/her first (not too personal of course), and make him/her the initial focus. Give first, and receive later. The conversation most always will be reciprocated, and you will find yourself with an opportunity to convey who you are, what you do, and why they should they care………naturally. Real conversations lead to real results. The aim is to give you an opportunity in the future to speak more at length. If it sounds like a pre-canned or pre-rehearsed speech, or you’re regurgitating a memorized script, it won’t work.
In short, keep these few points in mind:
• The intended target did not sign up for a pitch – don’t deliver it as one!
• Talking way too fast is completely counterproductive – this isn’t a race against time.
• If it sounds like a pre-rehearsed speech, go back to the drawing board.
• Make it natural and conversational. Think beforehand about how to intertwine what you want to in a regular conversation, and practice it from that approach.
• Keep the conversation exciting – a boring delivery will bring a lackluster result
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