Elevator Pitch

 

Once you have formulated an elevator pitch, you know your profile inside out – and you also know who it is likely to appeal to. The aim is not to approach everyone with it without being asked, but to be prepared with a brief statement about what you can do, what you are looking for or what you have to offer. An elevator pitch is essentially a small-talk or positioning tool.

In networking situations, you will often hear: “So, what do you do?”

The term elevator pitch combines the words “elevator” and “pitch”. The idea is that, in certain situations, you need to present who you are, what you can do / are currently doing and what you want in a concise, simple, clear and structured way within a short period of time – approximately the length of a 30-second elevator ride.

An elevator pitch is not only useful preparation for a networking situation, but also for attending career events or a job interview, as you are often asked to introduce yourself briefly during such conversations.

The AIDA model is particularly well suited to formulating an elevator pitch. The AIDA model, also known as the AIDA principle or AIDA formula, is an advertising impact model.

At the beginning, the first step is naturally to explain who you are and what you do. But avoid giving a long account of everything you have ever done and every place you have worked. Instead, begin differently than expected, for example with a personal detail, to create an “aha” moment, spark curiosity and remain memorable beyond the conversation. To prepare, think of five keywords that you can take from your CV or personality analysis, for example relating to your education, studies, jobs or activities.

Interesting facts are also suitable (“I am ...”), controversial statements (“I am often considered a nerd, although I ...”) or rhetorical questions (“Did you know that ...?”) to get started and attract attention. But remember: less is more.

Example: Hello, my name is Andrea Mustermann and I have just returned from the USA, where I completed part of my double Master’s degree in International Management.

After the introduction, the aim is to generate interest in what you have to offer. Think about what makes you unique. You should be able to describe this unique selling point, or USP, in just a few sentences. Which strengths do you offer? What is special about your qualifications, skills or education?

Example: I decided to pursue a career in Corporate Responsibility because I am passionate about this field and want to make a difference, particularly in sustainability management.

How can you be useful to the other person? Through your expertise, work performance, support or skills?

Example: During my studies in the USA, I also completed an internship focused on business practices and customer engagement. The tasks were highly interesting and allowed me to develop my analytical thinking and apply my project management skills.

Finish with a specific call to action. The other person now knows what you are interested in and ideally would like to remain in contact with you or introduce you to someone. Before you go your separate ways, mention what the next steps could be. Arrange, for example, a telephone call or meeting, or exchange contact details.

Example: It has been very interesting speaking with you. May I contact you if I have any questions about Corporate Responsibility?

Content is one thing. How it is communicated is another. Therefore, keep the following dos and don’ts in mind:

Dos:


  • Make short and easy-to-understand statements.
  • Focus on the essentials.
  • The more specifically you describe what you do and what makes it special, the better.
  • Use vivid language and choose strong words.
  • Know the person you are speaking to and adapt your elevator pitch to your target audience.
  • Be authentic: you should feel comfortable during your presentation. If you feel uncertain and recite a memorised text, the other person will notice.
  • Use different elevator pitches depending on the situation, such as a career fair, networking event or job interview.
  • Practise, practise, practise. Keep saying your elevator pitch aloud: How does it sound? Where could you refine it further? Present it to friends or relatives and proactively ask for feedback.

Don'ts:


  • Do not use a fully memorised speech. It does not appear authentic and may sound stiff or unsympathetic.
  • Do not dominate the conversation. Give the other person the opportunity to contribute and show interest. Therefore, occasionally pause for one or two seconds to wait for their reaction.
  • Do not get straight to the point too aggressively, for example by immediately starting with section 4.
  • Do not use abbreviations or incomprehensible terminology.
  • Adapt the pitch to the person you are speaking to, not only to yourself.
  • Do not speak too quickly or unclearly.

 

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