The virtual elevator pitch

I recently attended a virtual business “speed dating” networking event. Most people talked on and on about themselves, as the eyes of the other participants glazed over. (One of the great things about being on Zoom is watching people’s body language when someone else is talking).

Only a few people introducing themselves didn’t make it about them, gabbing on about how long they were in business, or what services offer, or their awards, or what kind of leads they’re looking for. The people who left a lasting impact showed us, not told us, how they helped their customers.

Here’s a formula you can use to craft an elevator pitch so compelling, even people wearing pajama bottoms while on zoom will take note. (And don’t think that if you’re not in sales, this can’t help you. Everyone should be able to speak compellingly about their contributions).

Tell a story

For 10,000 generations, humans have been sitting around campfires listening to stories. We’re hardwired to take in information this way.

Donald Miller, author of StoryBrand, tells us that whenever we’re listening to other people, our subconscious brains are asking two things: can this person help me survive (achieve my goals), and should I tune out (because thinking is hard work and I need to conserve energy).

So how can we tell a story that helps people stay interested and engaged?

But you're not the hero

We all know that stories have heroes, but when you make yourself the hero of your story, you become a bore. To keep people engaged, make your customer the hero of your story.

Your role is the experienced guide.

You’re Obi-Wan, assisting Luke on his epic journey. You’re Athena, supporting Odysseus’s efforts to overcome great challenges.

Every story needs a villain

So if your customer, stakeholder, client, or team is on an epic quest, and you’re the sage, seasoned, and helpful guide, what are they questing after?

To defeat a villain.

Your story’s Darth Vader, Nurse Ratched, or Voldemort, are the business or organizational challenges they face.

To be compelling, your villain must be relatable, specific, and difficult: challenges such as uncertainty about the future, recruiting the right people, complying with complex regulations, educating children, changing a policy, selling to the right customer, etc.

Examples

When you frame your story this way, you will go from introductions like...

“I work with only the best companies in the industry. We handle their financial systems, specifically in the micro-funding and international commercial markets.”

Or…

“We’ve been in business for 500 years and supply copiers, paper, and paperclips at the lowest price.”

(Boooring!)

...to introductions like:

“I help small businesses write proposals to sign big contracts with large corporate customers.”

“I help technology companies struggling with launching new products by helping them speed up their time-to-profit.”

Now, you’ve got my attention, in one sentence.

Formula

Let’s make it easy with a formula:

I help ____________ who are struggling with ___________ to achieve ______________.

Many of us are Zoomed out.

A few of us couldn’t be happier than not having to take off our PJ’s all day.

Most of us don’t feel like we can connect to others through our screens.

But you can.