Before my first day at a new job many years ago, I had to attend a day-long orientation session. Our orientation instructor told us:
"Imagine you are getting on an elevator with a potential client or even the CEO of the company. You have between the time the doors close to the time she gets off at the 20
th floor to explain what you do. Those 15-30 seconds could garner your new business or, if it's the CEO, make her take notice of you."
And so we had to practice our elevator pitches with a partner and then deliver them to the entire group. For the salespeople, whose daily tasks did involve meeting with customers and making small talk, the exercise made sense and their breezy deliveries displayed their comfort with it. For those of us behind the scenes in communications, HR and finance, the whole experience felt awkward, and our terrible pitches proved that. (Seriously, one person's pitch bordered on two minutes and we still had no idea what he did. I'm not sure even he knew what he was hired to do.)
When I've referenced the elevator pitch in passing, most people made derisive comments about the whole concept. Many had learned about it in business school, but few took it seriously. But it had enough of a reputation that at some point it must've been a staple for professionals or might still be, depending on your industry. So today, when the world is flatter than ever and professionals can talk, e-mail or Skype clients in China one moment and one in Detroit the next, where does the elevator pitch stand?
Considering that Champlain College
just held its 4th Annual Elevator Pitch Competition, it can't be completely passé. In fact, when various professionals were asked to weigh in, the results are far from unanimous, with many explaining why the pitch is still important. Below you'll find reasons why the elevator pitch matters, is outdated or just needs to be tweaked, depending on whom you ask:
Why it matters
"In the 1968 U.S. presidential election, the average length of a candidate's TV sound bite was over 40 seconds. In 2000, it was about eight seconds. Just as we explain to students that when you pitch a reporter on the phone, you better get to the point [quickly] (and keep that first graph in your press release less than 4 lines!). The point is, people aren't going to listen to you for more than about 30 seconds before they've made up their mind about you."
– Dan Collins, senior director of media relations, Mercy Medical Center
"The reason why most elevator pitches fail, hence creating backlash, is because people are usually talking about the process, or how they do what they do, instead of the results. A good elevator pitch lets people know how you make a difference, or what benefit you provide. As the old saying goes “If I ask you what time it is, don’t tell me how the watch works!” And most elevator speeches are about how the watch works."
- Lorraine Howell, author of "Give Your Elevator Speech a Lift!"
"Elevator pitches are definitely still important during a job search or any networking situation, but one size doesn’t fit all … An example of an effective elevator speech might be:
'I have spent the past five years as the VP of business development for ABC Manufacturing overseeing their sales and marketing efforts. I joined them as employee number three when they were just starting up and was with them throughout their tremendous growth. They were recently purchased by a global consortium and I'm now looking to use my extensive network of relationships and passion for environmental responsibility to help another manufacturing company start and grow their business.'" –
Dave Sanford, Executive Vice President, Client Relations at Winter, Wyman
"As long as networking is important, the elevator pitch is going to be important. What is changing is the means by which one can network. It is no longer necessary to hope or plan to share an elevator with the person who has the authority to hire/promote you. Technology and social networking have opened new doors for us to connect with one another. Today's summary statement on an effective LinkedIn profile is essentially yesterday's elevator pitch." – Steve Hassinger, career services director at Central Penn College
"An effective elevator speech has to open with a strong grabber; use language and references the other person can relate to; and avoid jargon or buzzwords. Don’t rush what you want to say, trying to get everything in; speak at a pace that shows you’re calm and confident. Creating an effective elevator speech can teach you the discipline of speaking concisely. Once you perfect your elevator speech, practice it – but remember to adapt it for the particular situation."
– Bill Rosenthal, CEO, Communispond Inc.
"In today's employment arena, the brief career synopsis known as the '30-second commercial' or 'elevator speech' is as relevant today as it was a decade ago, perhaps more so. In the fast paced universe of the 21st century all things must be done with increased efficiency and clarity. We are more of a 'sync bite' culture than ever before and job seekers must be able to quickly and succinctly articulate their career history, competencies and professional goals." —
Colin W. Moor, senior vice president of Keystone Associates
Why it's outdated
"The elevator pitch is dead and gone. It was a bad idea before and it is a worse idea today. So, if is not gone, it should be. The main problem with the classic elevator pitch is that it was passive, focused on the worker and not the employer, and, most often, centered on a specific job, title or industry! It was all about a ‘commercial’ about yourself. Boring, off point and not effective. Those days are dead and the employer just doesn’t care. Especially in times like we are seeing now workers must demonstrate value and transcend industries."
— Steve Langerud, director of professional opportunities at DePauw University
"The elevator pitch is dead and has been replaced by the art of conversation. Back in the dot.com days, the huge numbers of startups and the speed to get funded and to go to market created the need for the elevator pitch. The elevator pitch died during the dot.com meltdown. Now more than ever there is a need for a person or a company to engage in vibrant conversation. There is so much clutter and audiences have become so fragmented that it is essential for a person or a company to listen to its audience and learn what they need before launching into a short-sighted and self-serving elevator pitch that may completely miss the mark. Here are four tips for developing the art of conversation: Listen, ask questions, start a dialogue, then offer suggestions of how you can be of service."
– Patricia Vaccarino, managing partner of Xanthus Communications
"These have always been silly. Would you listen to one? I'd stop the elevator and throw the person off.
These days you don't sell, you establish relationships through referrals, introductions, and a powerful brand or presence. That means you have to talk about the prospect's results, not your 'features and benefits.' Elevator pitches are as dead and dumb as cold calling. Always ask yourself, 'Would you buy from someone doing this?'"
– Alan Weiss, organization development consultant and executive coach
How it can be adjusted
"The elevator speech is still alive and well, but its name might be outdated. Maybe we should rename it to the professional tweet or personal branding advertisement?
This short pitch must pack a punch by conveying your strengths, skills, and competencies that separate you from the pack. What is your dream job and why are you a perfect fit for this opportunity? This pitch should not sound robotic, but you should certainly practice it just in case a prospective employer unexpectedly asks that question, 'What do you want to do?' Opportunities sometimes present themselves when you least expect it." —
Kali Chan, director of media relations for the office of public affairs at Adelphi University
"As a recruiter in communications, I advise candidates on a daily basis of the ins and outs of the interview process — for the last 18-plus years. Having this presentation skill ready to go at any time, on a moment’s notice, demonstrates the ability to think quickly and shows a focused mind. Yet, this happens very rarely, and would one wish to work at a place where your opportunity for employment is limited to this option? Cuts both ways. Again, be prepared."
– Peter Bell, president of Peter Bell & Associates
So, readers, what's your attitude toward the elevator pitch? Were you trained to use it? Has it ever helped you land a job or gain business? Or have we moved beyond it?
Getting your kids to save money can seem like a challenging proposition. Let’s face it: kids are being brought up in a very materialistic, “keeping up with the Joneses” type of society. They see all kinds of cool toys and gadgets on TV, and they think they have to have them too. The unfortunate fact is that most kids are not being taught how to save that all. For this reason, it’s going to be completely up to the parents to teach their kids how to save for the future and why it’s so important. Here are 10 quick tips for teaching your kids how to save money.
