Do You Have An
Elevator Speech?
By Gordon Van Wechel
Are you familiar with the expression, "Elevator Speech?" You’ve probably heard that as business owners we
should have a 30 to 60 second long “elevator speech” memorized and ready to go, just in case you ever hop
onto an elevator and need to introduce yourself. Have you ever stopped to consider how you’d introduce
yourself if you ever did have that once-in-a-lifetime encounter?
I expect that actually using such a brief introductory speech on an actual elevator is a long shot. You will
undoubtedly need to introduce yourself at networking events, social functions, conferences, and many
other occasions. When asked, “tell me about yourself,” or “what do you do?” it’s best to have a strategic
introduction ready to go. If you don’t, you may be missing a chance to continue the conversation and perhaps
create a new customer.
Who needs to have an elevator speech, and what should it include? When we work with consulting clients we
help all owners and managers develop their speech. It doesn't stop there, each salesperson needs one too.
We also encourage that all office staff practice introducing the company they work for in a consistent way.
What do you want to include in your speech. (At the end of this article I'm going to give you a comprehensive
“fill in the blanks” template.) Here’s a brief summary:
1
Your first sentence is like the headline of a print ad, or the subject line of an email.
It must be a power statement that really catches the attention of the person you’re speaking
with. You want to describe yourself as the solution to a problem commonly faced by your clients,
customers, or business associates. Your listener doesn’t care about your job title or how your
industry describes what you do—they only want to know how you can help them.
Let me give you an example. I’m a business growth and marketing consultant, but when I meet a
new person I never use that title, or tell them the name of the company I represent, or share what
a great job we do for our clients. Instead, I simply say, “my business is getting you profitable sales
leads, in real time.” Inevitably, that statement prompts a question, and leads to a conversation.
Incidentally, this is the Unique Selling Proposition that is the headline on our website.
26 Today’s Roofer / June 2015