The Creative Elevator Speech

SATURDAY, MAY 14, 2016
The Elevator Speech

Is it enough to have a good product or service to sell it?

Is mastering the subject enough to be successful in a presentation?

Is it enough to have an impeccable CV to succeed in a job interview?

Is it enough to have a good project to impact an investor?

Is a complete argument enough to persuade a client?

As you may have quickly deduced, the answer to these 5 questions is NO!!!

Throughout our academic and professional life we have been taught to prepare content very well, to make lists of the pros and cons of an idea, to counterattack client objections with solid arguments, to show evidence that supports our points of view (graphs , statistics, market studies)… I think this type of Preparation is excellent because it gives us security, makes us feel strong in front of the client, positions us as experts, although it is a necessary but not sufficient Preparation.

Nowadays, less is more. Time Management is key. We must synthesize our messages and communicate them creatively to IMPACT, INFLUENCE and PERSUAD.

Elevator Speech is a communication technique developed in the US by entrepreneurs who were looking for financing for their business projects. Why is it called Elevator Speech? Because it is about creating an effective speech in the time it takes to take an elevator ride: 2 minutes!

Imagine that you are staying at the Hotel Arts and your room is on the 20th floor. While you are waiting for the elevator, Amancio Ortega stands next to you. You are a young fashion designer and your dream is to sell your clothes at Zara. You both enter the elevator and Mr. Ortega also clicks on the 20 key. Are you going to take advantage of this unique opportunity or are you going to limit yourself to commenting: "It's so hot today!"

Elevator Speech has 3 main objectives:

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  1. Have a positive impact from the first second. How many seconds does it take us to make a first impression? Just 4 seconds. Therefore, we must be very aware of what we are transmitting from the first moment with our visual communication, with our gaze (confidence or insecurity), with our smile (humility or arrogance), with our hands (credibility or nervousness); with our vocal communication (enveloping, frank and emphasized voice or timid, monotonous and apathetic voice); with our verbal communication (personalized and concrete phrases or abstract and topical phrases).
  2. Connect with the needs of your interlocutor. Are you a person who quickly begins to talk about your interests or do you worry about knowing a priori what your audience needs in order to tune in with them and offer added value in your presentation?
  3. Achieve a win-win relationship. The overall goal of Elevator Speech is to establish a relationship. It is a first step to future collaboration and a first step to customer loyalty. We need both parties to feel satisfied at the end of the conversation.

To achieve these 3 objectives, we will apply THE CREATIVE SPEECH ELEVATOR: 5 practical steps to follow in an orderly manner, to Impact, Influence and Persuade.

Creativity is always an added value to any methodology because it provides differentiation, exclusivity and greater effectiveness in the final result. I always say in my training and I always insist that everyone, absolutely everyone, has great creative potential, in many cases, waiting to be discovered. Forward! I encourage you to work on your own Creativity and apply it to the Elevator Speech.

What are the 5 Creative steps of the Creative Elevator Speech?

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  1. Interactive Opening. Connect from the first second with your interlocutor by showing them an object they want, asking them a disturbing question, awakening their curiosity with an astronomical figure...
  2. Surprising Personal Presentation. Highlight your main Strong Point, with which you will generate trust and credibility. Always remember, first we are "seduced" by the person and then, we are "seduced" by their idea, product or service. Again, memos is more. If I am in a job interview to become a Sales Director of a company with veteran salespeople, I must select among my qualities the one that best fits the team I am going to lead. Being a Motivator, who boosts the energy of your team, will surely be highly valued by the HR Director. If I describe myself as an enterprising, responsible, organized, proactive, empathetic and ambitious person... What will my interlocutor remember? Nothing…
  3. Unique Benefit of my product or service (USP: Unique Selling Proposition). I ask you here for an enormous effort: to synthesize the benefits of your product/service to the maximum. Ideally a single benefit, which is memorable and decisive for the customer. When we talk about Coca-Cola, “the spark of life” comes to mind. Their ads are always focused on the concept of Happiness. This is its differential and unique positioning with respect to others.
  4. Benefits for your interlocutor/Client/Public. Why is the client going to bet on us? Most likely, the competition has also offered you great benefits. In this section, I do encourage you to develop 3 elements that captivate your interlocutor (not just one), 3 benefits that quickly direct them towards yes. Try to combine rational benefits (performance, productivity, price, delivery times) with emotional benefits (security, trust, reputation, experience).
  5. Emotional Closure. Prepare the last part of your speech thoroughly. Don't just say "I hope you are interested in my proposal", "Thank you very much for listening to me". These closures are polite, although general. Here we also need to introduce the creative element to leave a mark, reach the heart, "force" the interlocutor to speak in our favor "now." To close this section, let me mention Bev James, founder and director of The Academy of Business Entrepreneurs in Great Britain: "People are loyal to people, not to businesses."

From here, you decide if you want to impact your clients a little more by preparing your Creative and Personalized Elevator Speech.

Remember, nowadays Impact is Success.

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