Why Your Elevator Pitch Matters
Technically smart people like accountants and lawyers often struggle with their elevator pitch at networking events.
Everywhere you go, people are going to ask you ‘what do you do?’ The answer to this question is called your elevator pitch.
Your answer will dictate whether they listen to you, engage with you, remember you and recommend you. If you look and sound like everyone else, you’ll just blend with the crowd and soon be forgotten.
If you can describe your business, your value and your uniqueness in a few sentences or characters, you’ve got a massive advantage over your competition.
There are compelling ways to stand out with your elevator pitch. It’s part of your personal branding effort so you become the number one, stand-out choice for what you do in your marketplace.
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There are also a few mistakes that professionals like accountants and lawyers make. Here’s the biggest:
The Biggest Elevator Pitch Mistake
I hear so many people saying that they are an accountant or a lawyer or a banker and they give the job title. Your job title is not a smart way to deliver an elevator pitch.
You might say something like,
“We’re accounting professionals that deal with the finances of and manage businesses.” Or
“We’re legal professionals that deal with X, Y, Z.”
But these are all about the features and the skills. What I’m encouraging you to do here is say less about what you do and say more about what you cause.
Saying who you are in networking situations allows people to put you in a box with all the others in your field. That’s not good!
What Should Go Into Your Elevator Pitch
This isn’t so much about your expertise, experience and skills or the features of a particular product or service.
This is about what you bring, what you cause and the outcomes or results. Say something like this to yourself…
“Well, I’m an accountant, but you’re probably more interested in the kind of things we cause for our clients.
You’re probably more interested in the kinds of things we bring about.
You’re probably more interested in the results we bring about for our clients.
You’re probably more interested in why our clients hire us.”
When you remind yourself of this kind of stuff, you’re more outcome based. You’re telling people they don’t pay for our services.
They pay for what our services give you. They pay for the afters, if you like.
The Two Major Components of an Effective Elevator Pitch
Think about your elevator pitch and how you introduce yourself. It’s okay to start with your job title. People need some context.
It’s okay to admit you’re an accountant or lawyer. But don’t start and end with that
Can you bring a story or an example of the kind of things you bring about?
You’ll get much more traction in your elevator pitch then if you just give a job title and a list of products or services.
Job Title/Role + Example/Story = Compelling Elevator Pitch
Focus your story on outcomes and you’ll do well.
Happy hunting and happy networking. Go and think about your elevator pitch.
*** These BD Bullets are bite-sized quick videos for accountants and lawyers to help you win a lot more business and bring in more clients. Each one is posted on LinkedIn and also in this BD Academy Blog. For a full index of all BD Bullets, contact BD Academy Founder Rob Brown here.***