Elevator Pitch Secrets
Some industries require a different approach than the general elevator pitch. For example, if you’re in a service industry — therapist, coach, consultant, etc. — one of the easiest ways to answer the question “What do you do?” is to take the spotlight off you and put it onto your clients. This focuses the conversation on what you do for your clients and what they get from working with you.
The Formula: Person, Problem, Story, Solution
Here’s one way to approach the pitch. First, start with whom you work. “I work with [target market]” — for example, “parents who are looking for a better balance between their personal and professional lives.”
Next, articulate the problem or pain your target client is experiencing — using language relevant to your work. For example, “who find themselves constantly thinking about their family while at work, and their work while they’re with their family.”
Then, tell them more about the problem and give an example of those you’ve worked with. “Many of these parents are feeling pulled in a million different directions because of the pandemic and the challenge of having school-age kids whose schools can close again at a moment’s notice, providing uncertainty in their home and work lives.”
Finally, tell them your solution and what sets you apart. “I’ve helped these parents better define their priorities, articulate their boundaries, and develop a game plan to respond to fluid situations in their personal and professional lives. I help them become more resilient in the face of difficult situations so they can succeed at home and work.”
An Example of the Person, Problem, Story, Solution Formula in Action:
Person: I work with C-level executives in Fortune 100 companies…
Problem: Who are feeling burned out because of today’s corporate environment challenges.
Story: Many C-level executives have had to adjust to managing a remote workforce, and they’re struggling with adapting their management style. This has led to a 75% increase in burnout among corporate leaders in the last 12 months.
Solution: I work with these executives to draw on their strengths and successes and refine their skills, reinvigorating them to handle the changing corporate environment. More than 90% of the executives I work with report more significant engagement with their work. They don’t want to change jobs or companies — they want to enjoy their work again. I help them do that.
Formula #2: The Who/What/How/Outcome Structure
This formula works particularly well for people who can quantify their impact and achievements. It starts with who you are and what you do, gives some insight into how you do or did it, and gives metrics (dollars, numbers, percentages) to make you memorable.
Here’s the formula:
I’m a [job title] who [what you do] by [how you do it], resulting in [metric].
For example:
I’m a security specialist, mainly providing commercial protection services. I manage a team of 17 part-time and full-time security guards, ensuring 24/7 coverage for over a dozen high-risk properties. We’ve achieved zero incidents of vandalism and theft for these clients in the past year, saving them tens of thousands of dollars.
Tips for an Effective Introduction
Regardless of your formula, here are some tips to make your introduction more effective.
Introduce yourself first, if necessary. Start your introduction with “Hi, I’m (your name).”
Write it out first. Then, read it out loud. Record yourself, either by yourself or by practicing with a friend. Play it back, looking for words that you stumble over. Then edit it. Then read it out loud again and re-record it.
Be concise. Keep it simple, short, and direct — and don’t use jargon or buzzwords.
Adapt it to the situation. Customize it for the situation and the recipient. Have more than one pitch if you have more than one job target to have the right pitch for the right situation and audience. And remember, you don’t have to include everything — this is a quick summary, not a comprehensive retelling of your entire career history.
Practice. Smile as you say it! And slow down when you talk — you want it to sound like a conversation, not a rehearsed speech.
Be future-oriented — especially if you want to do something different in your career. Talk about what you want to do — not what you don’t want to do.
Include something that sets you apart. Your introduction should be compelling — make it interesting. Think about what you want the person to remember about you.
Ask for what you want/need. Especially if you are using your introduction in a networking situation, end it with a specific request. Ask if they know a company that needs someone like you. Ask if they know any recruiters who work with candidates with your experience.
Most importantly, put your introduction to work for you. Practice and refine it, making little changes until you develop something simple and effective. That way, you’ll never struggle or stumble when someone says, “So, what do you do?”
If you need more help or advice, check out Life Working® career coaching services, resumes & writing services, and schedule your free consultation. If you missed our last blog, “Elevator Pitch - Get Noticed,” you can access it here.