Imagine that you and I get into an elevator.
I ask what you do.
You only have ten seconds to tell me, before I get out at the next floor.
How do you reply?
If you’re anything like most people, you’ll either describe:
- What you are – “I am an accountant”, or
- What you do – “I prepare my clients’ tax returns”
Neither’s interesting!
My only response to both is “oh”.
So, instead, focus on two things:
- AFTERs
- Stories
THING 1 – AFTERs
Other people are most interested in:
- What you cause – “I help my clients pay less tax than they thought they had to”
In other words, they want to know why they’re better-off AFTER you (= the “AFTERs”).
So start your Elevator Pitch with that.
When you do, people always reply with a question – “how do you do that?”, “what do you mean?”, “tell me more?”, etc.
And then…
THING 2 – Stories
… your second sentence is a story, evidencing your ability to deliver these AFTERs.
- “For example, I recently helped one of our manufacturing customers save £5million of tax. That’s the type of thing I do for my clients”
The other person is now hooked-in. They’ll ask for more details on your AFTERs, and/or your story, and/or how you deliver this amazing value.
So, super-short summary:
Them: What do you do?
Us: (Mention our AFTERs)
Them: How do you do that?
Us: For example, I (tell our story)
Them: Tell me more…?
Or, of course, you could just tell them your job title. And hope they don’t say ‘oh’, and then wait impatiently for the elevator door to open!
Action Point
Create the two elements of your elevator pitch:
- Your AFTERs-rich opening sentence
- Your AFTERs-proving story
And then say them – every time someone asks you what you do.