This past week was very busy; most are, but this was a particularly active and productive week.  I moved three Plant Manager candidates forward to interview with my client; I had two one-on-one networking meetings, one group networking meeting; and one after hours networking meeting also known as poker night.  Okay, I lost $25.00 by staying in too long with questionable hands, but we all had a great time!  I also sold a few copies of my book, “Fighting Alligators: Job Search Strategy For The New Normal.”  So, it was a good week. 

The highlight of my work week was the larger group networking meeting. As networking meetings go, this event was about what you would expect. I met some fun and interesting people and one guy that was clearly there only to hang out with his friends and drink beer. The most important aspect of the event was the interaction with my new coaching client who came  as my guest.  I was able to observe her in a networking environment and assess her skills.  I was not surprised to note that she was poised and comfortable in this setting.   I did learn something very important, which she actually revealed to me.  My client letscall her Carla, is a senior level business development executive for a major marketing research company.  Now, I have been around marketing research my entire career, so I know her segment.  I must admit, however, that I was surprised to find that so many people in the room were completely clueless about her work.  She asked if I noticed people’s eyes glazing over when she told them about her occupation.  I had noticed the difficulty people had to makethe connection.  You might say that we experienced on the spot marketing research.  We agreed that she needed to craft a more effective elevator speech.

An elevator speech or pitch is an introduction meant to summarize your business or occupation in about 30 seconds.  The point is to start a conversation and generate interest.  This is fine as far as it goes, but you want to be remembered so that a follow-on conversation will occur.  Making an impression and generating a deeper dialogue, especially in a group networking event requires a unique and compelling message.  It must generate an emotional response.

All networkers know that your elevator pitch must include your name, occupation, or your business.  It should also include your company’s unique selling proposition as compared to the competition.  So far, so good.  The best elevator speech, in my opinion, begins with how you help your customer and the benefits they receive from your product or service.  Do well at this step and your networking partner will gladly listen to further details. The essence of my pitch is that “I put good people into great jobs.”  I say this even before I tell them the name of my company or that I am an Executive Recruiter. Upon hearing this, people are hooked. They want to hear more!  I have  variations on that message that I save for different audiences in different venues, but I will save those for now.

My pitch tells my audience or partner that the service I provide has the benefit of matching good people with employers who need to fill great jobs.  It presents the benefit I offer. It is unique and interesting.  It captures the imagination.  People naturally want to hear more. Once I have them hooked, I  can fill in the details, including the segments I work and the type of occupations I place.  My variations are more amusing and colorful, but every  bit as effective. 

Anyone can deliver a well-craftedelevator pitch. That is hardly the issue. To be unique and interesting, to stand out in the crowd and be remembered takes a little more effort.  I suggest that you focus on the benefits you provide, the problems you solve, and what you do to help people, with their problems.  Adding a bit of passion and a dash of humor will seal the deal.  Once you have set the hook, you can fill in the details and schedule a follow on meeting.

So, what would be a more compelling elevator pitch for my client?  Her job is business development.  Her Company conducts primary marketing research for their clients. The point of marketing research is to help brands sell more of their products and services to existing customers;  attract new customers for their existing products and services, and to develop new products and services for new and existing customers.  Fundamentally, Carla, helps her clients attract more customers who will trade with them for life.  Wow, I may have just written her elevator pitch!