At the end of a professional meeting, the keynote speaker, who just happens to be one of the best recruiters in your industry, jumps on your elevator. This could be a career-making opportunity. If you have your elevator speech ready, it's show time.
While this scenario may sound far-fetched, the point is that you never know which chance circumstances will open career doors.
"As part of your job-search arsenal, having a good elevator speech is a critical tool. Sometimes, all you get is 30 seconds to make a good impression," said Alysin Foster, consultant and co-managing partner of the Southeast office of the Centre for Strategic Management, a global alliance of executive consultants.
An elevator speech is a 30- to 60-second statement designed to introduce yourself and tell someone what you do and what you hope to do.
"The elevator speech should be the nucleus of your job-search campaign," said Jay Block, certified executive career coach, author and president of Jay Block Companies. "The words you choose should be powerful enough to touch someone so that he will take the action that you want -- whether it's to open a conversation, introduce you to a helpful colleague, hand you a business card or grant you an interview."
If you're starting a business, the speech should be compelling enough to interest prospective investors.
You may never actually perform it in an elevator, but you'll find the short speech extremely helpful at networking and business meetings, during cold calls to prospective employers, in interviews and even at social gatherings. Maybe a friend who has been talking with a client as you walk up says: "Sounds like you've got quite a marketing challenge. You should talk to my friend, Bob, here." Suddenly, you're on.
"Your elevator speech may also be delivered at the beginning of an interview, when the hiring manager says, 'Tell me about yourself,' " Foster said. "That's an open-ended question designed to set people at ease, but it's one of the hardest questions to answer, and people sink or swim by it."
It also could be the answer to a later -- and even more important -- interview question: "Why should I hire you?"
You in a nutshell
So where do you get the powerful words for this short, introductory speech?
You write them, after some introspection about what you do and how your contribution would benefit a future client or employer. Faced with multiple job candidates, "recruiters and hiring managers are trying to figure out how not to select you. You want to give them your unique selling proposition -- that difference that you bring to the table that will get you selected," Foster said.
Block describes a good elevator speech as one that shows you know your market value. "Most people concentrate on what they do and what they need, as opposed to the prospective employer's needs. Most speeches are about them, not what they can do for someone else. That's a common mistake," he said. "Prospective employers and networking contacts want to hear WIIFM -- what's in it for me."
When he's coaching a job-search candidate who says that he or she is a "people person," Block invites him or her to go a level deeper. "And that results in what?" he asks.
He might hear that the person serves customers better. "OK, so what does that result in?" Block asks.
Eventually he hears how higher customer satisfaction leads to more business.
"Now you've hit a hot button -- a trait that you have that could affect the corporate bottom line of the person you're addressing," Block said.
"Your elevator speech has to hit those emotional triggers that will get someone to take the action that you desire," Block said. "It should address the major results that you can produce."
What is it, and why do I need it? "Your elevator speech has to be a clear, concise message that shows you to be a top-notch candidate. It has to make an impact and show me something of your personality." "Your elevator speech has to hit those emotional triggers that will get someone to take the action that you desire. It should address the major results that you can produce." "Sometimes, all you get is 30 seconds to make a good impression. . . . Recruiters and hiring managers are trying to figure out how not to select you. You want to give them your unique selling proposition -- that difference that you bring to the table that will get you selected." |
It's like a commercial, but a commercial has interest only if the product has relevance to the person listening, Block said.
If an administrative assistant interviewing for a job in a doctor's office tells the physician that she's a good "problem-solver," she may see his eyes glaze over. The term is general and overused. But suppose she tells him that her efficiency at her last office improved the billing process so drastically that the cash flow was quicker -- now she has his attention.
If you're standing in front of a chamber of commerce meeting, your elevator speech needs to be for a general audience, but "if you know the person or company to whom you'll be giving the speech, it's important that you tailor it to meet the prospective employer's needs and aspirations," Foster said. "Doing some research about the job or company will help you focus on the aspects of your work that will get them to want to know more about you."
Time to shine
It takes time and effort to make every word count and cut your experience, unique talents and background down to a compelling 30 seconds, but it's worth it if you want to stand out in the job market, said Teela Jackson, senior talent consultant with Talent Connections, an Atlanta-based recruiting company.
"Your elevator speech has to be a clear, concise message that shows you to be a top-notch candidate," Jackson said. "It has to make an impact and show me something of your personality. It's key that your speech be competitive, because, as a recruiter, I hear these speeches all the time.
"You'll be adapting the speech to different situations, but it's important to sit down and put in writing the main points that you want to make. Don't memorize it, because you don't want it to sound canned."
It's also important to become comfortable and natural delivering the elevator speech, and that can be a challenge for some people.
"Because we've become such an electronic-gadgeted society and rely on voice mail and e-mail, many people are afraid of making that one-on-one connection," Block said.
"Practice saying the words out loud in front of the mirror, and don't forget to smile and make eye contact," Jackson said. "If someone approaches me with a firm handshake and a nice smile and can tell me who they are and what they do, then they've got my attention, and I'll listen."
"Preparation is important," Foster added. "Try giving your speech to a colleague or family member and asking them for feedback. You want to sound spontaneous, sincere and [enthusiastic about] what you're saying." The tone should be confidence, not braggadocio, and standing erect and tall will help convey that image.
Don't forget follow-up
Have a strong finish prepared. "The speech is wasted if you don't ask for the business card so that you can follow up the next day," Jackson said. Or, if you're talking to the human resources person about a job posting, give your speech and then ask if you can send your resume or schedule an interview.
"A powerful question can make a good finish: 'May I call you?' 'Do you think what I mentioned would have value for your company, and, if so, could we pursue it further?' " Block said.
"If someone responds and asks questions from your first 30 seconds, you have to be prepared to keep the information flowing and on the same energy level as your initial speech," Jackson said.
She advises clients to avoid talking really fast, talking in a low tone, not smiling or making eye contact, and not making it clear what they're asking of the person.
"Above all, don't talk negatively about anything," Jackson said. "Don't tell me, 'I just left XYZ company, and you may have heard about the turnover there . . .' I don't care. This should be a brief, positive encounter." If it's a networking situation, be sure to invite the other person to tell you about himself or herself, and be prepared to listen.
"One of the side benefits of writing and giving good elevator speeches is that you gain confidence in doing it. It reminds you of your abilities and how good you really are," Block said.