Better than an Elevator Pitch: The Situational Introduction
“My elevator pitch isn’t working any more.” I hear this every day from my clients. They complain that no matter what they do, their introduction sounds prepared and stilted. Also, that these days, everyone has a 30 second elevator pitch. They are so obvious that the intended receiver seems to run in the other direction when they see one coming. Are you having trouble making your 30 second elevator pitch work for you in “real life”?
It’s true. The “30 second elevator pitch” is no longer sophisticated enough for most professionals and executives. So, what is a more effective approach to these short but critical introductions? How can you “take it to the next level”? I recommend using a “situational introduction” determined by who you are talking to, what message(s) you want to deliver to that person, and how much time you have.
The “30 second elevator pitch” is still the foundation of this approach. However, rather than viewing an introduction as something to be memorized or read from a teleprompter, consider the information about you as a “basket” or “database” of material from which to create and deliver a targeted introduction. Once you have created it thoughtfully and it has become an integral part of how you think and communicate about yourself, it is easy to “reach in” and get what you need for a particular situation.
For example, if you are at a professional luncheon meeting, you may get only 4-6 words and 5 seconds. At a networking gathering, you may get 15 -20 seconds. At an interview, you may get a lot longer – but not necessarily. And there is a different perspective and agenda for each person you talk with – for each of you. For some conversations, you may want to focus on your professional identity and competencies, for some on your areas of deep expertise, and for others on the unique capabilities and characteristics that set you apart from your peers – or some combination. You will need to choose every time.
This approach provides you with not only a better introduction but also the freedom to relax and let the conversation flow appropriately. You know the material, so you can focus on the other person and matching your message to your audience and the goal of the communication.
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