This past week was very busy;
most are, but this was a particularly active and productive week. I moved three Plant Manager candidates forward
to interview with my client; I had two one-on-one networking meetings, one group networking meeting; and one after
hours networking meeting also known as poker night. Okay, I lost $25.00 by staying in too long
with questionable hands, but we all had a great time! I also sold a few copies of my book, “Fighting
Alligators: Job Search Strategy For The New Normal.” So, it was a good week.
The highlight of my work week was the larger group
networking meeting. As networking meetings go, this event was about what you
would expect. I met some fun and interesting people and one guy that was
clearly there only to hang out with his friends and drink beer. The most
important aspect of the event was the interaction with my new coaching client
who came as my guest. I was able to observe her in a networking
environment and assess her skills. I was
not surprised to note that she was poised and comfortable in this setting. I did learn something very important, which
she actually revealed to me. My client lets
call her Carla, is a senior level business development executive for a major
marketing research company. Now, I have
been around marketing research my entire career, so I know her segment. I must admit, however, that I was surprised to
find that so many people in the room were completely clueless about her work. She asked if I noticed people's eyes glazing
over when she told them about her occupation. I had noticed the difficulty people had to make
the connection. You might say that we
experienced on the spot marketing research. We agreed that she needed to craft a more
effective elevator speech.
An elevator speech or pitch is an introduction meant to
summarize your business or occupation in about 30 seconds. The point is to start a conversation and
generate interest. This is fine as far
as it goes, but you want to be remembered so that a follow-on conversation will
occur. Making an impression and
generating a deeper dialogue, especially in a group networking event requires a
unique and compelling message. It must
generate an emotional response.
All networkers know that your elevator pitch must include
your name, occupation, or your business. It should also include your company's unique
selling proposition as compared to the competition. So far, so good. The best elevator speech, in my opinion, begins
with how you help your customer and the benefits they receive from your product
or service. Do well at this step and
your networking partner will gladly listen to further details. The essence of
my pitch is that "I put good people into great jobs." I say this even before I tell them the name
of my company or that I am an Executive Recruiter. Upon hearing this, people
are hooked. They want to hear more! I
have variations on that message that I
save for different audiences in different venues, but I will save those for
now.
My pitch tells my audience or partner that the service I
provide has the benefit of matching good people with employers who need to fill
great jobs. It presents the benefit I
offer. It is unique and interesting. It
captures the imagination. People
naturally want to hear more. Once I have them hooked, I can fill in the details, including the
segments I work and the type of occupations I place.
My variations are more amusing
and colorful, but every bit as
effective.
Anyone can deliver a well-crafted
elevator pitch. That is hardly the issue. To be unique and interesting, to
stand out in the crowd and be remembered takes a little more effort. I suggest that you focus on the benefits you
provide, the problems you solve, and what you do to help people, with their
problems. Adding a bit of passion and a
dash of humor will seal the deal. Once
you have set the hook, you can fill in the details and schedule a follow on
meeting.
So, what would be a more compelling elevator pitch for my
client? Her job is business development.
Her Company conducts primary marketing
research for their clients. The point of marketing research is to help brands sell
more of their products and services to existing customers; attract new customers for their existing products
and services, and to develop new products
and services for new and existing customers.
Fundamentally, Carla, helps her clients attract more customers who will
trade with them for life. Wow, I may
have just written her elevator pitch!
I hope you enjoyed my point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
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Jim Weber, President
Author of: Fighting Alligators: Job Search Strategy For The New Normal
New Century Dynamics Executive Search
www.newcenturydynamics.com
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