One of the interesting results of the elevator speech contest is that we find out how many different ideas there are about what an elevator speech is.  So far, at least 4 have surfaced that seem useful. 

1.  The speech summary.   Here, you summarize a speech you’re going to give in order to focus it properly and make sure you actually know what it is about.  Far too many business presentations are unfocused and just a collection of slide thrown together at the last minute.  Working up a good elevator speech ensures that you have narrowed down the topic to the point that your audience can remember it and you can deliver it.  “You should attend my speech because I will show you how to get rock-hard abs and an improved sex life with 5 minutes of easy exercises a day.”  This kind of elevator speech has the word ‘you’, referring to the audience.  It has a need of the audience, and it has an emotion, either expressed or implied. 

2.  The “tell the boss what you do” summary.   Under this scenario, you run into the boss, or some important company exec, in the elevator, and he/she says, “Ah, Jones, isn’t it?  Now, what is it that you do?”  You have a few stops to explain that you are somehow central to the company’s mission and profitability.  Here, the pitch should talk you up, explaining why you’re essential and firing you would be a really bad idea.  “At Global Enterprises, we bring widgets to middle America and increasingly the world.  I am the widget counter.  Want to know how many widgets we sell?  Come ask me.” 

3.  The “catch the attention of the potential customer” pitch.   Under this scenario, you run into a nice-looking person in a public elevator, and he/she says (breaking all the rules of elevator conduct) “So what does your company do?”  And you respond with a way that your company has of solving customers’ problems more efficiently, more elegantly, or more precisely than anyone else.  “Stuck in traffic?  We manufacture a GPS system that sends a helicopter to your location, picks you up, and takes you to your destination in time for that vital meeting.  We even pick up your car and deliver it to your parking garage.”  This kind of elevator pitch should pinpoint a potential need and explain how your company meets that need or service.  The response of the audience (of one) should be “Wow!”

4.  The “we all really do know what we’re doing” test.   I’ve used this test when working on communications for large companies.  I ride the company’s elevator a few times, and ask people what the company does.  The responses are usually hilarious and all over the map.  Then, I explain to the exec that hired us that a company can’t possibly succeed unless everyone in it knows what the company is doing and can express that in similar ways.  It’s called alignment, and it’s a necessary (but not sufficient) requirement for company survival.  “We take the mystery out of finance by helping customers understand what investments they need for the long haul and then making those investments with them.  We stay the course.” 

What other uses of the elevator speech or pitch can you think of?