Five examples of “elevator presentations. Elevator pitch is an effective recruiting tool What is included in the perfect elevator pitch

We meet new people almost every day. This can happen at a conference, at a party, in any other public place. And one of the first questions that we are asked when meeting - "What do you do?". The question, it would seem, is simple, but sometimes it is not easy to briefly and in an accessible form state to a stranger the specifics of one's activity. Nevertheless, this is very important if we consider each new acquaintance in terms of future opportunities.

In the West, business people use in such cases a small self-presentation called Elevator Pitch (Elevator Speech), which literally means "Elevator Presentation" (or "Elevator Speech"). Why in an elevator? Well, firstly, because the elevator is one of the most common places for a casual meeting of office workers. And secondly, the presentation should take no longer than a classic elevator ride - from 30 seconds to 2 minutes. The main goal of this short speech is to tell about yourself, attract new customers and partners, or even investments in your business.

The main questions you need to answer during the Elevator Pitch are " Who are you?”, “What do you do?”, “What do you offer your clients or partners?”.

Thanks to this structure, Elevator Pitch will allow you not only to tell a new acquaintance about who you are and what you do, but also to interest him as a potential client, partner or even an investor.

First, you need to briefly, literally in one sentence, tell about yourself. For example, in my case it might look like this: "Hi! My name is Andrey Solovey. I am an internet marketer. In the second part, we describe the goods or services that we offer. For example - "I conduct advertising and PR campaigns on the Internet and administer communities in social networks". And the last, most important part of the Elevator Pitch tells you what benefits your customers or partners receive as a result of cooperation with you. In my case: "This helps website owners increase the number of customers from search engines and social networks while saving on advertising budget."

When I first came across information about Elevator Pitch, I did not pay much attention to it, but faced with the fact that people do not always understand what is being said when I say that I am doing Internet marketing, I decided to try this method. And now, when meeting people, I always try to use this short self-presentation.

And I advise you too!

An “elevator presentation” or “Elevator Pitch” is a short presentation that was once invented by American entrepreneurs in order to draw the attention of an investor to their product or project.

The very name of the presentation hints at its limited time (the time it takes to ride in the elevator) - this is 20-30 seconds. During this time, the entrepreneur had to interest the investor. If it worked out, the investor made an appointment. If not, it's gone forever.

It looked something like this:

But seriously. And not taking into account the aggressiveness inherent in American sales (which does not work well for us). The Elevator Presentation is a very powerful way to engage a client because it relies on knowing the nature of attention. According to studies, we have no more than 30 seconds to attract the attention of the interlocutor.

Attention, question! How often in your sales practice do you encounter a client in a time-limited situation? Or, when circumstances require describing the essence of the proposal in a nutshell? And most importantly, when is it important to make a first impression?

Therefore, I suggest that you do the exercise “Speech for an Elevator”. It can be used:

• to hone your product presentation skills;
• to prepare for telephone conversations with the client;
• to write a presentation script in conditions where time is limited;
• for the presentation of goods when working with a client in retail;
• to draw up a USP (unique selling proposition);
• to familiarize the client with the terms of the promotion or special. suggestions.

Exercise "Speech for an Elevator"

Plan your “elevator presentation” within the time limit (maximum 1 minute). Test the presentation on friends or colleagues. It is important not only to meet the deadline, but also to follow the reaction. Discuss the presentation with friends/colleagues. Ask them to be honest about their experiences. Try together to identify boring or blurry places and replace them with more emotional, concrete ones.

Presentation Structure

• "Hook" for the client (an intriguing statement or an open question).
• 1-3 strong arguments in favor of your product/company (impressive facts, figures, important features and benefits).
• Call to action (exchange of contacts, appointment of a meeting, arrangement for a call, etc.). Please note that the purpose of the presentation is not to sell a product/service, but to move on to further interaction with the client.

What should be considered when preparing a presentation?

• Make sure that speech is accessible and understandable even to a 10-year-old child.
• Speak to the point. Eliminate all unnecessary and incomprehensible.
• Address the most important customer needs.
• Think about what questions the client might have and try to answer them briefly.
• Add an element of intrigue to your presentation.

Some important details on the topic "Presentation in an Elevator" are well described in the video from Alexey Lukin. True, he has a different view on some issues, but this is good - try different approaches and see which option works best.

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Recently, the so-called “elevator presentation” has become very popular at many competitions for entrepreneurs. Elevator pitch (elevator speech, elevator pitch / speech or elevator presentation) is a format for a presentation or speech in a limited time, usually one minute - (the time the elevator moves in a high-rise building). The peculiarity of the presentation in the elevator is that within one minute, the entrepreneur must explain the essence of his business idea and its attractiveness to the investor.

Story. The history of this performance format goes far back to the middle of the 20th century. Aspiring entrepreneurs deliberately tried to snag busy potential investors while they were riding the elevator to the top floors of the skyscraper to tell them about their project. One of the clearest examples of elevator pitch is the case with the founders of Google. Back in 1998, the then start-up entrepreneurs, Sergey Brin and Larry Page, received $100,000 for the development of their still non-existent company, because they managed to intelligibly explain to Andy Bechtolsheim, who was late for a meeting, the profitability of investing in Google.

Elevator pitch examples

Features of the presentation in the elevator

Why is this needed? Despite the fact that today it is difficult to imagine a story when, after a bright speech in an elevator, an investor can immediately issue the required amount, the “elevator pitch” format is used to present business projects. This is necessary in order to understand how novice entrepreneurs themselves realize the main advantages and benefits of their project. Everything ingenious is simple, including a brilliant business idea. If an entrepreneur is able to separate the wheat from the chaff and give information that is interesting to the investor, then we can conclude that he is able to think clearly and act correctly in the conduct of his business. The presentation format in the elevator shows well the concentration and resourcefulness of a novice businessman.

How to prepare? To prepare for the elevator pitch, you can start by using the tips and tricks outlined in the Public Speaking Skills section. Particular attention should be paid to the formulation and memorization of key thoughts and conclusions. In addition, it is important to work on diction and intonation, since you will most likely have to speak faster than usual.

Format. The format of an elevator presentation may vary depending on different scenarios. Firstly It is important to know who the presentation is for. The presentation in the elevator should be built individually. Each investor has his own hook on which he can be hooked. Someone is interested in the idea itself, its originality and innovativeness, someone is only interested in the financial side of the matter, someone can talk informally, someone is interested in the official tone, etc. Secondly, the presentation format depends on what supporting elements you have. Do you have ready-made samples of the product of your future company with you, which will say everything for you? Do you have additional material to back up your claims? Thirdly, it matters whether you are talking alone or you are several people. Together it is easier to influence, but this requires more painstaking preparation and coordination of actions.

Presentation structure. Unlike other presentations, an elevator presentation does not have a recommended structure. Preparing for a presentation in an elevator is a creative process, and therefore you need to create it based on your own creativity, which you can read about in the section of the site dedicated to the development of creative thinking. Despite this, some recommendations can be made on the structure of the "elevator speech":

• At the beginning, it is desirable to attract the attention of the listener as much as possible, to make him think about what you are talking about. For example, you can bring some unexpected emotional fact that, in a subsequent speech, will emphasize the importance of your project for an investor.
• In the main part of the presentation in the elevator, it is important to say how your project compares favorably with everything else, how it is attractive to the investor.
• Finally, make a small, generous offer to the investor. However, it is important not to praise yourself, but, on the contrary, to say about the importance of the role of this particular investor for you and ask for help. The investor must feel his strength and necessity for you after he understands the profitability of your project.

Elevator pitch rules

As a result, for the presentation in the elevator, the following can be distinguished general recommendations:

1. You need to know as much as possible what is interesting to the listener. You need to contact him personally, and say what he wants to hear.
2. Speech should be clean, emotional, without unnecessary pauses and selection of the right words.
3. You need to speak faster than usual, but not too fast.
4. No need to talk about what is not a key factor in the success of your project. If you can throw out some information, throw it out.
5. Use spectacular elements - demonstration of samples, metaphors and comparisons.

About what you need to say in the elevator pitch, and what you should not do - also read in.

Putting together a really good and effective presentation for an investor meeting in an elevator or for an elevator pitch competition is difficult. In addition to general recommendations, you should understand that, in general, the presentation itself requires comprehensive development, instant reaction, a sense of humor and resourcefulness from you. A presentation in an elevator is a reflection of your inner world, intellect and demeanor. So try to develop your brains, for example, with the help, and you can convince any "elevator" investor.

Elevator presentations are a concise, accessible, original self-presentation that must be persuasive and carefully crafted for an important casual or near-accidental meeting. That meeting, during which in a matter of seconds there is an opportunity to tell about yourself, your idea or product to an influential person. This meeting can take place anywhere, and it is not at all necessary that it will happen in an elevator according to the classic English scenario.

Here are a few examples and situations where such a speech is necessary.

Example 1. You want to find a job

In this example, you talk about your main advantages and skills, reinforce them with an example, and directly ask if you have a place in the company:

“Hello, my name is Svetlana. I am an environmentalist looking for a job that will help me use my research and analytical skills. Over the past few years, I have strengthened them by working with local environmental organizations and authorities to preserve and maintain the quality of water resources. Also in the future, I would like to develop educational programs to inform the population about the protection of water resources.
I know that your organization is involved in water quality control projects. Tell me, can I try to become part of your organization and strengthen it with my knowledge?”

Example 2. You want to take part in the performance

A more eccentric example for creatives:

"Hello Andrey! My name is Olga Bessonova, I love you as an artist, I myself play in the theater, star in television projects, serials. I would very much like to participate in your performance "Poetry of the Soul", which will be held on August 20. I know that you will read poetry, and I would like to supplement the performance with my participation. I would love to come up with choreography, scenography, moving scenery, and I would like to dance to some music during your reading, if possible. And to dance something understandable, some kind of theatrical pantomimic dance.
Listen to me please. I can show you a few steps right now, if you'll excuse me. Look? What do you think?"

Example 3: You want to reach out to your boss with a new idea

Is your boss still having trouble finding the time to listen to you? You will need a maximum of 30 seconds to convey the problem and how to solve it. This can be done even by simply escorting the leader down the corridor:

“In our organization, most employees do not have access to printers for printing documents, although they need it for work. It is necessary to give everyone the opportunity to quickly print documents so as not to lose working time for unnecessary communications.
I propose to put one printer for use by all employees in the secretary's office. You can buy a new printer, as Company N did for a similar problem, or you can use a printer from the purchasing department for this purpose, since it is not used much in the work of the department. Any of these options is cheaper than the third - to purchase printers for each employee.

Example 4: You are distributing your product or service

A good decision if you are promoting a product or service. Tell us who you are, what you develop, your advantages over competitors and add a final question that provokes dialogue:

“Our company is developing mobile applications that help organizations simplify the process of training their employees. This significantly reduces the busy time of top managers, allowing them to focus on more important tasks. Unlike most developers, we visit client companies to pinpoint the needs of future users. This approach ensures that, on average, 95% of our customers are satisfied with beta versions of our products.
Tell us how your company deals with remote training of personnel?”

Example 5. You are looking for investors

This option is suitable for a "viral" video, and for personal meetings if you are looking for investors for your business.

"Hi! I'm Philipp Kravchenko from Just Pizza. Yesterday, the revenue of our small pizzeria amounted to more than 80 thousand hryvnia. We plan to replicate our success and build a global company.
How? We create an efficient production model, combining fast food and cloud technologies, and get a "smart" pizzeria, where the IT system is a means of production and allows us to achieve unprecedented efficiency. We are looking for investors to develop through franchising. Our idea has already shown its efficiency, and the market and the popularity of the product allows us to grow to incredible proportions.
Our eyes are on fire, but at the same time we are patient and efficient. Let's conquer the world together. It will probably be one of your best investments."

The examples described above are not a panacea for guidance. Rather, a clear demonstration of the fact that such a speech can be useful in many life situations. Only you yourself can tell about your individual advantages in colors and with a twist.

We wish you to turn on your ingenuity, come up with your own self-presentation, rehearse well and be able to use it at the right time. And such a moment, believe me, will definitely come.

Donald Trump rides in an elevator, a beautiful blonde comes to him.

The door closes, she begins to rip off her clothes and says, “Donald, take me! Let's have passionate sex!"

Trump looks at her and says, “What good is that to me?”

This anecdote is a good example of the "elevator rule" - a short 30-second presentation in which you must convince an investor/employer/client to give you money.

In today's article, we decided to show examples of cool and not so “elevator presentations”, but first things first.

The elevator presentation is a short story about what you are doing. If you find yourself in an elevator with a potential investor or client and he asks the question: “What do you do?” - how to answer him so that he asked: “Interesting. Tell me more."

What should a presentation in an elevator contain?

1) an idea for a product, service or yourself,

2) how you can use it,

3) what is the benefit to the user.

Let's look at five examples: bad, normal, average, monstrous and excellent.

Written by Jill Konrath

There are many ways to answer the question "What do you do?". Your answer will either give or destroy the chance to get a potential client.

Below are two examples of "elevator presentations" I've heard, one that will repel a customer, the other that will attract them.

Pontorez: how to push a client away

Pontorez wants to position himself as if he is special. No, even better than others. His presentation for the elevator goes like this:

« I only work with the best companies in the industry. Elite Enterprises and SNOB are my biggest clients. I work closely with their CEO Terry Gucci. I'm sure you know her. We serve their COQS financial systems, in particular in the re-arbitrage of microfinance from international and intergalactic commercial markets».

Impressive? It has to, because Pontorez goes to great lengths to make sure you understand how important he is. His 30-second speech is filled with references to high-end consumerism and complex industry acronyms. Also, you will hear many famous names; celebrities and top companies are part of the repertoire.

The problem with this self-presentation is that it is absolutely repulsive. Most people don't like hints of intellectual superiority or elitism. They are shy about big words and won't ask questions that might make them look stupid. This presentation for the elevator will not give a positive result.

Enticer: how to seduce a client

The Alluring Elevator Presentation is a magnet for the right listeners because it focuses on their needs, questions, and concerns. Here are some examples:

- I work with people who are trying to sell their products or services to large corporate clients.

- I help small businesses get big contracts with big corporate clients.

- I help technology companies that are trying to launch new products in important markets and want to reduce time to profit.

I have used these presentations for an elevator and each one has been a success for me. All of them invite to further dialogue - exactly what we need!

Kimmo Linkama disagrees with Jill

If you really want to get someone interested, you need to hit the exact issue that matters to the client. No one is interested in you, everyone wants to know: "What does this mean to me?"

Each of us effectively turns off attention as soon as we hear everything that begins with "I" or "we". Because we instinctively know that whatever follows is self-centeredness.

So turn " I work with people who are trying to sell their products or services to large corporate clients.»
in " If you're having trouble selling your product or service to large corporate buyers, you might want to hear some tips on how to succeed.».

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Replace " I help small businesses get big contracts with big corporate clients»
on the " It is unfortunate that small businesses are often looked down upon by large corporations. But you know, you are absolutely capable of winning big contracts. Do you want to know how?»

Use instead of " I help technology companies that are trying to launch new products in important markets and want to improve time to profit.”
- « The biggest problem for many technology companies is how to start making money from their new products. If you want to quickly turn a profit, can we talk?»

There is always a way to start a dialogue from the client's point of view.

Danny White disagrees with Kimmo

Sorry, this is terrible. You were casually asked what you are doing, and you answered with a selling blank, which also requires a clear answer - yes or no.

Christopher Witt, professional speechwriter, shares the most monstrous elevator "presentation" he's heard in his entire career

…I was at a business breakfast for a network of government contractors, project managers and engineers. I asked the man to my right what he was doing. He replied: " Things».

I'm serious. He said: " Things". And that's it.

I waited, thinking that he would say something smarter. But he didn't say.

Like a fool, I asked him: What?»

He answered me in all seriousness: We design and manufacture things that people use».

A great example of an elevator presentation is from Brian Walter, a motivational speaker who uses the Wow - How - Now method.

1. Cool - the speech should start so intriguingly that the interlocutor is surprised and asks: "What does this mean?"
2. How - to open the topic.
3. When - translate the conversation into a story and give a specific case.

So what are you doing?

I help build muscle in Power Point.

I teach people how to use PowerPoint more effectively in business. Now, for example, I'm working with an international consulting company, training senior consultants to make good presentations so they can close more deals.

Colleagues, have you heard good or bad presentations in the elevator?

What do you do?

I have one of the most important marketing agencies in the country. My client is a football club [name of club, league champion]. We do everything digital for them.

So one day, representatives of one of the regional non-profit divisions of a football club ordered us to print a free brochure.