“And what do you do for a living?” and “How are you – what have you been up to?” are the kinds of questions that can radically change your professional world. These are invitations to personal self-branding (Human Branding, making yourself a unique brand). These questions are always an opportunity to make a lasting impression. It’s up to us how we use this chance and what impressions we leave behind.
Opportunities often go unused, especially when our brain is being lazy on the couch. Considering that, according to a recent study, we only use 11% of our brain capacity, this is not surprising. Another explanation might be that in our latitudes and cultures, we haven’t learned to present ourselves in a sharp and charismatic way. In plain English – to sell ourselves! We’re taught to avoid standing out and drawing attention, instead staying comfortably average. However, if you want a dream job, you need to generate attention. This is what the successful people do and continue to do – they constantly showcase their abilities and achievements. You rise because you’re given a chance, because you have good connections, or because you’re just filling a position so someone else can shine at your expense. If you consider yourself in the first category and want to advance professionally or land your dream job, I recommend the Elevator Pitch – a method to present your idea or skills clearly and memorably. Its roots are in sales pitches from the 1980s, where people convinced their superiors of their achievements or ideas in elevators. (elevator = elevator, pitch = throw in sports)
The goal of the Elevator Pitch is to convince others of an idea, highlight work performance, or generate curiosity. In a short amount of time, around 30 to 60 seconds (the time an elevator takes), you convey your idea to key decision-makers using words, and sometimes drawings or objects, in a very vivid manner.
If you want to be seen as an “expert,” start winning people over.We do this most effectively when we talk positively about ourselves. For example: Question: “So, how are you?” Answer: “Oh, I’m fine, and you?” Does that spark any memories? Yes, we’ve learned to give these standard, 08/15 answers. We come across differently when we respond with something like: “Very well, thank you. Yesterday, I was able to encourage a colleague not to lose her nerve after receiving a job rejection. Instead, I suggested she should have the courage to ask for feedback. She actually did, had a good phone conversation, and got a second chance—a follow-up meeting. And now she’s inviting me for coffee as a thank-you. I’m so happy for her… (true story).” What sticks in people’s minds here is: my friend is great at motivating others, or maybe I should ask her for advice. Convince everyone around you of your skills, not just in a professional context. Your acquaintances could eventually become your clients or provide a recommendation for a new employer. Always talk about your successful activities! The only thing worse than “Oh, I’m doing okay” is starting to complain when asked how you are. When we constantly complain, whine, or gripe about others, we unconsciously show that we focus more on the negative than the positive. We might speak the language of many people and come off as sympathetic because others don’t feel alone with their problems (life seems easier when others are also struggling, unfortunately, that’s how we think)—but we certainly don’t appear competent. If you frequently share successes, people will remember you in case they need someone with those qualities. If they are asked for a motivational expert for their team, you will come to mind based on your stories (provided they seem genuine), and they will recommend you. Or have you ever recommended someone who only complains?
Guide for Your Elevator Pitch “How are you?”:
- Note or reflect on your small successes of the day. These should highlight your skills and advance your dream job, and those you genuinely feel good about. They can be big or small – just find some.
- What did you do, how specifically did you approach it, and what benefit did it bring to the other person(s)? Which of your skills should be remembered from your story?
- 30 seconds, no longer. You can continue talking if you sense interest. Otherwise, stop and ask a counter-question, at least “And how are you?”
Caution! Avoid falling into the narcissism trap! The goal is to express your competence and joy, not to overwhelm others with self-praise. Charisma comes into play when your interest remains with the other person and they feel comfortable with you.
Example Elevator Pitch “How are you?”:
For Project Managers: Currently on a high. This week, we were anxiously awaiting a decision from a potential investor who was considering backing out. That would have meant the end of the project. Then, just in time, I remembered the story about the Beatles. There was actually a fourth Beatle who left the group before they became successful, arguing that the band would never amount to anything. Shortly after, with the new fourth member, George if I’m not mistaken, the Beatles had their first big success. I didn’t want to be the type who has to cry in the mirror every day. This story made our investor smile and convinced him to give us two more months. I’m so relieved because this project will significantly boost the visibility of Graz. Sorry, you know how it is when you’re so enthusiastic about a project—how are you?
Examples for Your Elevator Pitch “What do you do for a living?”
A. Doria: I make dream jobs come true! What does your dream job look like? I help people demonstrate their competence through exceptional communication, whether to shine in the job application process or to position their startup effectively. I use the methods that are most effective at the moment, such as Elevator Pitch, Guerrilla Marketing, NeuroMarketing, and Storytelling. My participants and clients learn how to convince others and captivate their audience. To share my expertise with as many people as possible, I founded the Career Garage—a creative space where new career ideas are conceived, developed, and implemented. Interested? Then come to a Career Garage meeting; here’s my card. Sign up, as you need a VIP invitation, and those are rare.
B. Packaging Designer: Clothes make the person! And I give products a new outfit. This way, your customers will look forward to your products like gifts under the Christmas tree. Then everyone will talk about them, and you’ll save money on advertising. Steve Jobs knew how to win over customers with exclusive packaging, and with great success. If you’re interested and have 10 minutes, I can show you right now how I can successfully enhance your products. Shall we?
Guide for Your Elevator Pitch “So, tell me about your idea?”
- Who is your audience? Are they a superior, someone in the same or a different industry, a colleague, etc.? Genuine communication means stepping out of your own space and knocking on someone else’s door, as Albert Camus said. Speak the language of the person you want to persuade.
- What exactly is your idea? What can it do, what does it do?
- What benefit does your idea bring? What advantages does it offer to your audience, their employees, their customers, or society through this idea?
- What is the USP (Unique Selling Proposition) and the ESP (Emotional Selling Proposition) of this idea? What sets this idea apart from others, what makes it so special? What customer emotions does it address? Remember, we buy Coca-Cola instead of no-name cola for a party because we don’t want to look like a freeloader, not because it tastes better (that’s just what we say).
- What should happen after the pitch? What reaction are you hoping for, what step should be initiated as a result?
- This Elevator Pitch can last up to two minutes, but then it should be over.
Examples of Elevator Pitch “So, tell me about your idea.”
A. How often have you wished your employees were as engaged with their tasks as they are with their phone notifications? We’ve developed a program that evaluates employees’ activities and provides feedback in such an engaging and humorous way that every employee wants to know how they are performing and how they can improve. The program focuses on motivation rather than criticism, making personal messages from Facebook, WhatsApp, and others seem suddenly unimportant. Work gains full attention as it becomes a game for employees. This program, developed in the U.S., is successfully used by global companies like Max AG and KOJO GmbH. A master study from the Institute of Behavioral Research in Virginia shows the substantial time and cost savings. By implementing MOTIVATORBOOK, you also enhance your employer branding, currently trailing behind companies like Atme and Foxet. The best employees will want to work for you thanks to this globally recognized program. Currently, we can offer this program to only 5 companies in Austria, with the next licenses available only in 2016. Interested in learning exactly how you can redirect your employees’ attention from their phones back to their tasks?
B. Good afternoon. I hope you enjoyed your lunch. We all know the challenges of the post-lunch biorhythm. So, we’d like to start by inviting you to a coffee. I see you prefer Nespresso. We want to introduce you to our Fairtrade coffee JINNOGALPA. Did you enjoy the coffee? What makes this coffee so irresistible that you wouldn’t want to buy any other? (As participants visibly enjoy their coffee, they discuss the excellent taste of Nespresso. However, a different coffee was actually in the capsule!) This coffee (pointing to the coffee) is the best in your opinion? Agreement. Ladies and gentlemen, that wasn’t Nespresso. This is JINNOGALPA, a coffee grown in a South American country that has been returned to its people and is now cultivated, ground, and distributed by them. Wondering how it made its way into the Nespresso machine? Through this stainless-steel capsule. Compatible with all Nespresso machines (with a hint: we’d like to keep it that way ;-)). Environmentally friendly, aluminum-free, and the coffee inside is genuine Fairtrade and, according to your own statement, excellent, at the same price. What do you think?
…and HERE you can find even more interesting tips from Doria!
