Elevator Pitch or Elevator “Connection”?
When someone asks: “What do you do?” How do you answer the question? If you’re like many people, you probably say your title and where you work, but often your title doesn’t really say who you are nor what you do. If you say you’re an accountant, work at an investment firm or a tech company, people will have an idea of what you do, but are you really communicating your value? Are you differentiating yourself from the competition? Answering with your title and company doesn’t really help them get to know you, nor whether or not they want to forge a relationship with you.
The next time you find yourself at a conference or networking event, standing next to the exact person you wanted to talk to, but you only have only a few moments to start a conversation, you can be ready to introduce yourself, start that conversation, begin to build a relationship, that connection, communicate your brand and value, and define what makes you different, naturally and concisely.
An authentic elevator pitch—or as I like to call it, an elevator “connection”—is important. I call it a connection because that is the goal; having a response that elicits engagement, a connection with someone, and fosters more than just an exchange of business cards. It should convey your value and brand, key differentiators, and competencies in a way that captures interest and leaves a lasting positive impression. It is not a sales pitch, but rather an opportunity to develop new relationships, attract resources, and communicate with confidence who you are and what you do.Your well-crafted elevator connection will help you know what to say in the moment, especially if you only have a short amount of time to catch someone’s attention.
Here are the elements of a good elevator connection. It’s about:
Who you are…
What you do…
What makes you unique, your specialty, your passion…
How you help solve problems
In 20-30 seconds without using your title
Here are some real-life examples I share in my Elevator Connection Workshops:
A principal at a real estate company: “For four-decades, I’ve been helping people make money and solve their real estate challenges.”
A PR consultant: “I specialize in creating customized marketing campaigns that increase brand awareness and drive sales.”
Own your story. Your elevator connection is not something that’s memorized, but rather that feels natural, brings the essence of who you are to life, and creates an opportunity to expand on the conversation. It allows your personality to shine through. Be authentic, be flexible and be aware of your audience, the context and their reaction. An elevator connection is not just for someone looking for a job. It’s essential throughout your career journey. Mine has changed several times over the years as I’ve evolved. As tech entrepreneur Jeff Pulver once said, "You never know if the next person you meet will change your life." Be ready!
If you enjoyed this blog post, here are some other resources you might enjoy:
My book, "Dare To Own You: Taking Your Authenticity and Dreams Into Your Next Chapter": The winner of two Feathered Quill Book awards, and an Book Excellence award, and recommended by Forbes in 2022 as “a teaching memoir”.
My podcast, the "Live Your Best Life with Liz Brunner" podcast: An award-winning and internationally streamed show that highlights powerful stories of re-creation and reinvention from guests who have taken their life experiences, and used that knowledge to create their “next chapters” and live their best lives.
My work as a keynote speaker, executive coach and communication expert. You can read more about more of my services here.
Interested in Taking Yourself or Your Executive Team to the Next Level?
Brunner Communications assists high-profile individuals and organizations in sharpening and developing top level business communication, executive presence, and public speaking skills. Our passionate team provides one-on-one executive business coaching, and runs specialized business workshops. Through customized training, clients learn the necessary skills to become great communicators and build a marketable reputation.