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Speed Dial: 60-Second Marketing Insight Newsletter
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"So How's It Going?" ... Your Elevator Speech
Opportunity
With your buddies, that's an easy question to answer. With your boss, it requires more
thought. But when it comes from Someone Extremely Important-- perhaps one of the "'C'-zers" (CEO/ CMO/ CFO/
CIO)-- how well you answer directly impacts your career.
How to Give a Better Elevator Speech in Six Steps
Here's my six-step refresher course on the
'elevator speech', your 30-second, short-notice opportunity to successfully dialogue with
someone important:
1) Know what they're interested in.
"So how's it going?" comes in many forms; "it" might be your business unit, a major project, a key
account, or a specific situation under your watch. When you rehearse the talking points for your
elevator speech, remember that the VIP is usually interested in the status of your big fish, not the
small fry.
2) Know what YOU want them to know.
When you're asked a question, answer it, or you'll be seen as evasive or unfocused. At the very
least, you want to come across as highly capable- - but the elevator speech can also be a chance to
gently move your agenda ahead.
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3) Keep it short.
Err towards too little information instead of rambling on. If they want to know more, they'll
ask.
4) Be truthful.
Sure, you want to project confidence and control when you give your elevator speech,
but don't paint a rosy picture when the sky is falling. If an issue has come up in a
key area, mention that you're working to resolve it by doing 'x', which you expect will
solve the problem.
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5) Summarize and
shift the back focus on them.
"...So we're going to make our numbers this quarter/ launch
on time/ fix that challenge in two weeks...(pause)... and how are you?" They're just human, and we all
enjoy talking about our lives & our priorities.
6) Prepare Your Elevator Speech
Now.
A great elevator speech doesn't just happen.
Take a few minutes to regularly reflect on what you'll say when you bump into a major player. Someday, you'll be
glad you did.
Have a great week, and I'll see you again next Tuesday on Speed
Dial...
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