I was all dressed up and ready to go to my first networking event as an entrepreneur. After years of working in war zones and among the aftermaths of natural disasters, I thought it was going to be easy.
But something was holding me back. A life spent in humanitarian work had left me best placed to serve, not to sell, and I shook at the thought of answering one of the most clichéed questions of all: What do you do? I feared that my new journey—one more focused on business than philanthropy—would see value only in money, not human kindness.
As the clock ticked my anxiety grew; I resigned myself to the fact that I wasn’t going. Though I knew this was no way to get my new business off the ground, I just wasn’t ready to step outside of my comfort zone. Instead, I spent the next few weeks exploring my fears. I embraced my insecurities as an exciting challenge, a learning curve, and a long stretch that would eventually help me—and my business—to grow.
The world of entrepreneurship was new to me, and it was important to understand the culture and unwritten rules in this unfamiliar terrain. I was determined to make it out the door for the next event, though. My first step was conquering the art of business networking.
I spent hours researching how to network and found a range of interesting tips and strategies to make the most of these opportunities. But what spoke to me the most was the idea of an “elevator pitch”—a brief presentation of your work or project that can be delivered in 30 to 60 seconds, about the time it takes to ride an elevator. Though one minute might not seem enough time to convey all what you do, it’s funny how long that time can seem when you’re outside your snug and familiar comfort zone.
Most of my discomfort during these networking events occurred during the initial 60 seconds—the “warm up” time when you may feel shy or unsure of how to begin a discussion. But, I soon realized that I was not the only one struggling to introduce myself in that important initial contact. In fact, even the most experienced and senior professionals shared this insecurity.
That very first time I went to a networking event with my pitch ready to be delivered, I was emboldened with a new feeling: I had something to give and a message to share. Instead of selling myself, I was speaking about what I was passionate about in a way that I felt comfortable. What a wonderful surprise it was to see that people were interested in what I had to say and who I was.
The elevator pitch is a truly empowering tool. First, I experienced it, and now, I witness it at each coaching and training session that I lead on the topic. Seeing an engaged audience with sparkling eyes, open shoulders and responsive smiles tell me that the pitch magic is operating.
When I pitch, I speak and live my legacy: who we are and what we do, are the pillars of our legacies. My invitation for the next three months is to explore together how to make your elevator pitch an effective business tool and an instrument of purpose.
Today, I highlight the essentials of a pitch and a general overview, and in the coming months we will dig deeper into the details. If there is a topic you would like to be explored more into depth or a question you’d like answered, do not hesitate to send me a message! (Chances are others have the same question.)
The same tips and techniques that I highlight for developing your elevator pitch can also be used for presenting a project, an idea, a business, a company or yourself. If you fancy trying it out in a speed-dating event, please keep me informed; I would love to know your results and I am quite sure it would enable an effective connection.
Photo by Daniel Nettesheim (Pixabay).
What’s Your Pitch?
Imagine you are in a lift. The person standing next to you is your ideal customer or the employer of your dreams. How could you effectively use this short time to appeal to this person’s interests, get their business card or make an appointment?
How to Make a Powerful Elevator Pitch
A powerful elevator pitch includes five points: an introduction, a hook, a solution, a value proposition and a call-to-action.
The Introduction
Consider whether you want to give your first name, full name, nickname and when—at the beginning or just after?
The Hook
What is the problem to which you are providing a solution? What is the opportunity you are taking advantage of?
The Solution
What can you do to fill the gap or solve the problem?
The Value Proposition
To convey your value, share your unique selling point (USP). What makes you different from other people or companies that provide a similar product or service?
The Call-to-Action
What’s next? Get clarity on how you will follow-up. Will it be a meeting, a registration to your newsletter or a phone call?
Pitch Perfect
Once you’ve got the basics, you can work on perfecting your pitch. The best and most empowering elevator pitches transmit two critical things: passion and authenticity.
Poet Maya Angelou once said, “I have learned that people will forget what you said, people will forget what you did, but they will never forget how you made them feel.” Your listeners should remember your energy and enthusiasm, so be sure to always bring these traits when you deliver your pitch. Share your passion about what you do, and don’t forget to say why you have chosen that path.
Clear and Confident
Your pitch should provide clear, articulate information about what you give, what problems you solve, and what your unique selling point is.Speak with confidence and clarity. Express your true value by remembering you are no longer begging for a job or a deal but rather offering something or some service that the other person needs.
Networking events can be stressful. But with a little practice on your elevator pitch, you can progress from feeling dis-empowered to feeling both passionate and confident about your projects. When your pitch is just right, you’ll truly believe and be able to say: “I have the skills and drive that you need,” which is really what successful networking is all about.
Homework
Write down your current pitch. How do you answer today the following question: “What do you do?” Look at the five components of the pitch I shared above and check which ones are there and which ones are missing from your pitch.
Develop the Missing Ones
Practice your revised pitch and experience how it feels on you and on your interlocutors. Sixty seconds is enough time to speak so jump right in; pitch and fill your business and your life with both purpose and meaning!
Amélie Yan-Gouiffes
Amélie Yan-Gouiffes is the founder of Speak and Live your Legacy ©. She is writing an in-depth, three part series on developing your elevator pitch.
Amélie's mission is to entice entrepreneurs and leaders to speak and live their legacy©, in their company, in their lives and in the world. She lived and worked for 22 years in Asia, Africa, Latin America & the Caribbean managing humanitarian teams and projects in war zones and countries hit by natural disasters. She relocated to Madrid in August 2018 and she works globally as a humanitarian and social responsibility strategist and speaker, as well as a public speaking coach. You can listen to her on YouTube, or follow her on Twitter: @ameliespeaks1, Instagram: ameliespeaks and Facebook: @AmelieSpeaks or connect on LinkedIn: Amelie Yan-Gouiffes.