How to Talk About What You Do (w/out using an Elevator Speech)
Imagine this scenario: A potential client asks a yoga teacher what she does. She says, “I’m a yoga teacher.” Before she knows what’s happened, she see the potential client’s face contort, his left eyebrow lifts along with the left side of his upper lip, and his nostrils begin to flare. The potential client says, “Oh, yeah . . . I had a yoga teacher as a neighbor once. She was really weird and made my life miserable. In fact, I had to move out of that apartment because of her and I loved that apartment! She had scores of people coming in and out at all hours of the day, blasting strange music and chanting like the world was about to end—I think they must have been members of a cult. Oh, and you wouldn’t believe the awful smell that I was subjected to from the perpetual cloud of incense that invaded my home.”
Uh-oh.
Would you like to get that kind of response when you tell someone what you do? This can happen to any service professional, not just to a yoga teacher. Say a stock broker meets someone whose only introduction to stock brokers has been the movie Boiler Room (a movie that came out in 2000 about stock brokers who try to swindle innocent people out of their life’s savings). Not a pretty picture.
How much more are you than your professional title? Your Book Yourself Solid Dialogue will allow you to set yourself apart from everyone else whose professional title is the same as yours. It provides you with the opportunity to highlight the ways in which you and your services, products, and programs are unique—and do so with passion—and without using an elevator speech. Yes, you heard me, without using an elevator speech.
The elevator speech (AKA: the elevator pitch or 30-second commercial) reflects the idea that it should be possible to wow someone with what you do in the time it takes an elevator to go from the 1st to the 5th floor.
I’ve been polling audiences of thousands for years on this issue. During each speech I ask, “How many of you love, love, love listening to someone else’s elevator speech?” No hands go up. I then ask, “How many of you love, love, love giving your elevator speech?” Same thing. No hands. So what gives? If we don’t like listening to or giving the speech, why is it still being taught? Because, of course, we need to be able to talk about what we do—I get the concept. However, in this case, the elevator speech has been inappropriately appropriated by the service professional. Not only does it not work well, it makes us look foolish, or worse yet, obnoxious.
The elevator pitch was born so that the entrepreneur could pitch an idea to a venture capitalist or angel investor in the hopes of receiving funding, not for the service professional to try and build a relationship of trust with a potential client. Venture capitalists often judge the quality of an idea on the basis of the quality of its elevator pitch. Makes perfect sense, in that situation. But this is not how a relationship develops between a client and a service professional. You’re trying to earn the status of a trusted adviser not trying to raise money to create some new product like metal detecting sandals. Totally different context. Totally different dynamic.
To support my beautiful community of service professionals, I’m on a mission to kill the elevator speech, to remove it from the business vernacular—for the service professional. I hope you’ll join me on this mission and learn how to talk about what you do without ever resorting to an elevator speech. So, what do you do instead?
Use this crazy concept that I call a conversation. Weird, I know. But go with me for a second here and consider using the Book Yourself Solid Dialogue, a creative—but not scripted!—conversation that will spark curiosity and interest about you and your services, products, and programs.
The Book Yourself Solid Dialogue will allow you to have a meaningful conversation (conversation being the operative word) with a potential client or referral source. The dialogue is a dynamic, lively description of the people you help, what challenges they face, how you help them, and the results and benefits they get from your services. It is intended to replace the static, boring, and usual response to the question, “What do you do?” “I’m a business consultant, “I’m a massage therapist,” or “I’m a graphic designer.” Answers which often elicit nothing more than a polite nod, comment, or awkward silence and a blank stare. Once you get that response, anything more you say about yourself or your services will sound pushy. Worse yet, you could supplement the rote answer with an overblown, high-highfalutin, hyperbole-laden elevator speech that’s supposed to make you look like a rock star in 30 seconds. Unfortunately, I doubt the one-two punch of boring answer, followed by excessively exuberant elevator pitch is going to compel the listener to whip out their credit card right then and there.
Instead you’ll learn the Book Yourself Solid way to create a meaningful, connected dialogue with a potential client or referral source. Think of it as a conversation between two people each of whom actually cares about what the other has to say. The beautiful thing is that the interchange is based on successfully understanding why people buy what you’re selling.
And because you read Book Yourself Solid (Hint. Wink. Wink.), you already know why people buy what you’re selling.
How to Talk About What You Do (w/out using an Elevator Speech): Imagine this scenario: A poten… http://bit.ly/bG4E2W http://bit.ly/cbPbyq
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How to Talk About What You Do (w/out using an Elevator Speech): Imagine this scenario: A poten… http://bit.ly/bG4E2W http://bit.ly/cbPbyq
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How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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RT @michaelport: How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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RT @michaelport: How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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RT @michaelport: How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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RT @michaelport: How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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Must read from @michaelport : How to Talk About What You Do (w/out using an Elevator Speech) [YES!] http://shar.es/mOLwl #bbnyc
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How to Talk About What You Do (w/out using an Elevator Speech) http://shar.es/mOLSC
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@michaelport is my new hero! Finally someone talking about killing the elevator speech. http://bit.ly/cuhqCH
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Thank you! Thank you!
I took some training that told me I had to have one, so I wrote one.
I used the elevator speech once and went ick. It was horrible. I felt silly, the person looked at me like I was crazy, and the conversation moved on to something else.
I haven’t used one since and have just used the tactic of actually talking with people. But it never fails when I go to trainings or classes about marketing, people ask me to share my elevator speech, then spend time telling me why I need one.
This post made me so happy, maybe the elevator speech (how many times have you ever actually talked to someone in an elevator?) will finally die out.
Perfect!
Jeremie
HOW TO TALK ABOUT WHAT YOU DO (W/OUT USING AN ELEVATOR SPEECH) http://bit.ly/apxLwC
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Hi Michael, this is an interesting idea, but I’m confused.
Where do you actually describe what a “Book Yourself Solid Dialogue” is?
Cheers,
Victor
Michael:
Great point about conversation. I think a two way exchange of ideas is always best. And, I have found that the best way to engage in conversation is to ask questions of the other person, listen and reply to what they say in a helpful manner.
Tweet 128 in my new book “Success Tweets: 140 Bits of Common Sense Career Success Advice, All in 140 Characters or Less” says…
“When meeting someone new ask yourself, ‘What can I do to help this person?’ You’ll build stronger relationships by thinking this way.”
Your readers can get a free download of “Success Tweets” at http://www.SuccessTweets.com.
And, by the way, I wouldn’t completely discount the value of an elevator speech. Even if you never deliver it, creating one will help you get clear on what your business offers.
My elevator speech is brief and to the point. “I’m Bud Bilanich. I help people use their common sense to create the life and career success they want and deserve.” These 21 words convey not only what I do, but who I am. The thinking I went through to come up with them helped me develop a real sense of clarity around my business. I use them when I meet someone new – and then I engage them in meaningful conversation.
Hi Victor! The Book Yourself Solid dialogue is a dynamic, lively description of the people you help, what challenges they face, how you help them, and the results and benefits they get from your services. But it’s NOT a speech. I detail it completely in chapter 4 of Book Yourself Solid. It’s based on understanding why people buy what you’re selling which is what chapter 3 is about. That’s why I wrote (Hint.Wink.Wink.) at the end of the post – trying to get you to read Book Yourself Solid b/c I want you to learn the system in its entirety. It’s difficult to become proficient at marketing your business without all the elements of the Book Yourself Solid system.
Thank you Michael, you make such a good point. I have become so aware that when people ask what I do and I reply that I am a Naturopathic Physician, that becomes the end of the conversation. Either they think they know what that is and they have now pegged me with their concept of what that is, and with every other one they have encountered, or they look perplexed and ask what that is. At that point I am explaining the profession, not what I do, which in many ways is very different. Then it is certainly the end of the conversation, or it is so off track because I’d have to back track and explain what I do,which by then is a bore for all of us.
I’ve been consciously trying to remedy this (the elevator speech has always felt so contrived). I will definitely be taking my copy of Book Yourself Solid off the shelf and reviewing Chapter 4!
I’m with you Michael -let’s banish the elevator speech. I’m going to work on getting my networking groups to not require that we tell the group “what we do” and instead “tell us something you’d like us to know about who you are”. I always feel like I’m being put in a box that is much too small when I give a traditional elevator speech. I’d much rather talk about being a huge Red Sox fan or being someone who is kind and then have conversations with individual folks later about our work.
Love your work and perspectives. Thanks!
How to Talk About What You Do (w/out using an Elevator Speech) http://shar.es/m9sdB
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#BBNYC! RT @janetgoldstein Must read fr @michaelport: How 2 Talk Abt What U Do (..no Elevator Speech) [YES!] http://shar.es/mOLwl #bbnyc
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Must read… @michaelport : How to Talk About What You Do (w/out using an Elevator Speech) http://shar.es/mOLwl #bbnyc (via @janetgoldstein)
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I completely agree about the elevator speech. A speech is very rehearsed and conversations are much more effective. My business coach recently helped me develop my audio logo which was helpful in defining what I do but I still struggle with explaining to others in casual conversation what I do. I want to explain it in a way that they think of others they can tell about my services as we are talking. Conversation is much more natural but it seems to require a different explanation depending on who I am talking to.
OK I get the point but I am wondering if this is just an attack on a term rather than the application?
In other words it is irrelevent what you call it, the fact is you WILL be asked: “So, what do you do?” and frequently. You WILL go to networking events where everyone is asked to introduce themselves. What will you say?
I am in agreement with you that there is a place for dialogue here, but there is also a need and a place to actually engage when those opportunities arise. You are also right that these intros can sound really forced, rehearsed or somehow a turn off, but they don’t have to be.
Being confident about your services/company/ideal client is key. You don’t have to sell with your intro, you can find a way to engage your audience by putting yourself in their shoes and, in 30 seconds, defining who that ideal client base is and how you help them. Conversation is the GOAL of the intro, not a substitute for it.
There are times (probably frequent times) when you need to introduce yourself and be confident in that introduction. You can kill the term elevator speech but the application of a good introduction that leads to a dialogue will always be there, whatever one chooses to call it.
Amusing attacks on the "elevator speech" – kill the term if U will but how U answer "what do U do?" is vital 4 a biz http://bit.ly/cuhqCH
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RT @janetgoldstein: Must read from @michaelport : How to Talk About What You Do (w/out using an Elevator Speech) [YES!] http://shar.es/mOLwl #bbnyc
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Jerry Smith makes some great points with which I agree.
Conversation is important, but being able to clearly state who you are and what you do in a minimum amount of words is important too.
Way to go Jerry.
RT @janetgoldstein: Must read from @michaelport : How to Talk About What You Do (w/out using an Elevator Speech) [YES!] http://shar.es/mOLwl #bbnyc
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Interesting discussion from @bookedsolidu on the elevator speech & shld it B killed? i think not but wht do u think? http://bit.ly/cuhqCH
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Jerry,
For me it isn’t the term “elevator speech” that I got rid of, it is the concept of sitting down and writing something out that I am going to say to people over and over again.
I know what I do, I know how I can help people, but I don’t want to rehearse it. When asked what I do I tell people, off the top of my head, and it is slightly different each time, usually with a pause or an “um” in there as I think about it. This allows me to match what I do to what I know that person does and help make a unique connection instead of repeating a 30 second speech I wrote ahead of time.
So, terminology aside, for me it is getting rid of the pre-written, rehearsed speech, and just letting it out how ever it comes out.
Hi Jeremie – I am with you on that, at least up to a point!
I am not particularly a fan of highly rehearsed introductions learned by rote. When that is the case, and you have heard the intro before (for example in a weekly referral group) it loses all impact. Also a learned response is typically delivered without passion.
However there is a key point in your comment and it’s this: “I know what I do, I know how I help people”. It may sound crazy but not every business clearly understands those two things with enough clarity. Therefore they are unable to describe it succinctly and end up using labels (e.g. “I am a financial planner”) or listing things they do (“we have this list of services a,b,c,d….”) or use generalities that everyone else says (“We’ve been in business 165 years, based on 10th and Main, great customer service” etc.)
None of that engages the listener and is the sort of intro that nobody wants to listen to as Michael talks about here.
So, absolutely, when you understand what you do and how you help you can vary the delivery, change the words, use a different tone depending on the audience. However, in my view, it is STILL an introduction and one should always be anticipating the “what do you do?” question and be ready for it. Rehearsal doesn’t have to mean learning a set speech, but knowing the foundation is very important I think.
I love this concept. I’m a Realtor, so I get all kinds of looks & horror stories. I’d love the ability to create an engaging conversation when asked “what do you do?”
How to Talk About What You Do (w/out using an Elevator Speech) http://shar.es/mRUpK
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How to Talk About What You Do (w/out using an Elevator Speech) http://lnkd.in/AsaCXz
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RT @bookedsolidu: How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/bG4E2W
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RT @amystewartlaw: How to Talk About What You Do (w/out using an Elevator Speech) http://bit.ly/c6V1Rv What u say IS yr elevator speech!
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How to Talk About What You Do (w/out using an Elevator Speech), http://bit.ly/a0j06B
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