By Jonathan Bauer | Manitoba Start
For the job seeker, an elevator pitch is a brief (think 60 seconds) sales pitch that introduces who you are as a professional. Job seekers use the elevator pitch to highlight their key accomplishments, experience, education, and skills, as well as their potential to contribute to a company’s success. A well-rehearsed elevator pitch is a must for job seekers and a valuable tool in networking and interviews.
The story of the first elevator pitch
According to author Daniel Pink, the world’s first elevator pitch was made in 1853 by Elisha Graves Otis, the inventor of the world’s first safe elevator and founder of the Otis Elevator Company. Otis is best known for creating a safety device that prevented elevators from falling even when the cable hoisting the elevator had broken. Surprisingly, Otis struggled to interest investors and potential customers in his design and received no orders for his new product.
That all changed at the World Fair in New York, 1853, when Otis organized a free-fall safety demonstration. In front of a room full of potential investors and customers, Otis ordered the rope holding the platform he was standing on to be cut. Much to the surprise of the audience, the platform only fell a few inches before safely stopping. Otis was safe, the elevator didn’t crash, and he had successfully demonstrated the value of his product to the audience. After the fair, the orders did not stop coming in.
The ABC of sales
An elevator pitch is a tool to generate interest in your abilities and to promote the value you have to offer. We are all in the business of sales, says Pink in To Sell is Human. Whether we are selling a product directly or self-marketing (for example, convincing someone to meet with us for an informational interview), we are asking others to “buy” something—to exchange resources for what we are offering. Pink offers three tips for selling—the ABC of sales:
1.Attunement – be in harmony with those around you, and understand the perspective of the buyer (or the company you want to work for).
2.Buoyancy – develop resilience and optimism so that you know how to stay “afloat” in difficult circumstances, including rejection.
3.Clarity – clarify what you are actually offering, and understand why the buyer does or does not want to buy.
Ask yourself…
Jörgen Sundberg says that you should ask four questions in creating your elevator pitch:
1.What value do you provide?
2.How do you provide this value?
3.What is unique about your offer?
4.What is your target market?
A good elevator pitch is well-planned and rehearsed but sounds completely natural and spontaneous when delivered. One of the goals of an elevator pitch is to leave the listener with a positive, lasting impression. It takes practice to perfect your elevator pitch, so use it frequently—even with family and friends.
Whenever you meet someone new—whether at an interview, community event, or conference; or while volunteering, shopping, or interacting with a neighbour—it’s an opportunity to confidently introduce your potential. Use your elevator pitch to demonstrate the value and skills you have to offer and to grow your network.
Visit www.manitobastart.com for more information on career development services and networking resources available to newcomers.
