As you know, I am not a fan of the “elevator pitch” when it comes to the job search. I agree with the concept of getting your message across quickly, succinctly and powerfully. Where this concept loses me (as well as most people receiving it) is that it isn’t value packed for the listener. This is particularly important in your job search, since there are a lot of one-sided pitches being thrown at hiring managers and you must stand out here. In my opinion, taking a more solution based approach will do just that.
In past articles, I have talked about the importance of developing Your Solution. This is what you do best – maybe even better than anyone else. If you think about that skill set like a product, there are things it (you) does and doesn’t do. It only makes sense then to target hiring managers who are experiencing the pain and problems that Your Solution addresses.
So, instead of firing off a generic pitch with what you do, take a more pinpoint approach. Begin by asking 2-3 questions that identify if that hiring manager is experiencing problems that you can fix. The answers will either allow you to highlight your accomplishments and what you can do for their company or help you determine that it isn’t the right job for you. The former is just as important as the latter.
This also does something else very important. It gets the potential employer talking about themselves. With this, you can more naturally make Your Solution all about them (which, incidentally, leads to uncovering "hidden" job opportunities). As well, it positions you to be able to share relatable stories with quantifiable results that show what is in it for them when they hire you.
Your Solution + Their Pain = Smart Hire
Taking this approach will narrow down your job search so you are focusing on real, qualified opportunities versus just trying to get any job. It allows you to start hunting with a rifle, not a shotgun. Ultimately, it will help pair you with a job that is not only a good fit, but where you can experience your greatest success.
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Kevin:
The reason 80% of elevator pitches are ineffective is exactly what you are saying - the person delivering it hasn't focused on providing value to the listener. Instead, they are focused on providing lots of information, in effect, pushing themselves and their message on other people.
The good news is that this creates a huge opportunity for those who really focus on a message that answers the WIIFM question (What's in it for me?) for the listener. And the key is just as you suggest, focusing on solutions you might provide or problems you might solve for your listener.
For 2 short pieces on how to do this, see:
http://www.JHACareers.com/30SecondPitch.htm
John
Kevin, you're right on target here. We're trying to shorten things so much in business communcation that we're losing the message that impacts people. John's point is also well taken. It's time we realize that time saved in communicating something is often a detriment to communicating effectively. And this isn't just in a job search. It's anytime we're trying to communicate something. Better to slow down, take your time, and get your message across effectively. We still need to be succinct, but I'd far rather have someone take an extra minute and get me to understand their point than lose information that may be important to my decision making process.
Kevin,
I think you are spot on target with your comments. However, the elevator pitch is a term understood by so many. Saying that it's irrelevant may give the impression that job candidates don't have to have a succinct, focussed and effective explanation of their expertise and value to a prospective employer. (Which you support)
I suggest to my clients that are looking to move senior positions that it's developing a "perfect pitch". If you are not expansive (too shy) enough then you can lose opportunities. The pitch must position the candidate correctly, have clear benefits for the employer, contain some "proof" of competence (Experience), and project forward into the future "What I'm looking to do now is..."
What it's called doesn't matter, it's technique that's important
It seems to work for my clients
Best wishes
It's the basics of all good communications and hence ... quality "connections". You have to address the needs of those you are attempting to connect with. THAT is what they are interested in. I have a simple procedure I detail out in a document that I give my clients for helping them do the same for their products. It is of course part of sales training that I provide and isn't every conversation we have selling something ( when you stop to think about it?). Enjoy! Good Post.
Kevin, I liked your article very much so thank you for posting. You explained it so well.
Here's my take on it, which can also be used in the interview situation as you explained:
I like to see myself as a 'problem solver' not as a 'salesperson' so every time I talk to someone I turn the conversation back to them to discover more about them and their needs/problems. If I listen well I can hear them and as they are speaking, the benefits of my service/product will 'pop out' in my mind like a drawer. I try to come from a place of 'how can I help you solve your problems' rather than' I really need to make this sale and achieve my targets.' The other person will instantly pick up on that and will probably walk away from the situation with an excuse (objection).
This is how my Elevator Speech goes . . .
I first describe a generic (or specific in some cases) problem that people who use my product/service will have and then
I follow it with how my product/service will solve their problem.
For example, if I was a Beautician I might start by saying ..."You know how some mothers get so stressed out doing everything for everybody all the time, well what I do is to pamper them so that they feel more relaxed and better able to cope with their day.
Then I turn the conversation back to the person asking them a question eg "Do you ever feel like that?"
Of course this can also be applied to the job situation too as you explain in your article.
Yes, I think ditching the elevator speech may be a good idea. Did we ever want to "look and sound" like everyone else? No. Then, why try so hard to fit into a mold that is not you. For me, the elevator speech is too superficial. I just need to be myself.
When it comes to making that first impression, I need to make sure to the best of my ability it is a good one. Therefore, I set the stage for the employer to come to me - rather than the other way around. I have stopped sending out paper resumes'. Instead, I create an online resume' and send people there to learn about me. The Linkedin Profile is ideal for this sort of thing. Just a link in a simple email will get a prospective employer to my venue for his enlightenment. Plus, once he arrives, I can introduce him to my Prezi presentation. Of course, the employer is not expecting to see a multimedia slide show presentation. But, whoever said "an uplifting surprise" for a prospective employer is a bad thing?
If you need a better way to showcase your skills, I cannot think of a better tool than Prezi. It really has an uncanny way of drawing an audience in to your world. And, as a job-seeker, isn't that what you really want? You want to get into the mind of the decision-maker. For example, check out http://budurl.com/B4Me2.
Kevin, Paralleling what you said on the "resume" webinar you gave the other day, you have helped me get through a real sticking point on writing my resume by focusing what MY solution is, then finding the people who have the problem that my specific solution (set) resolves. Sounds obvious, but the best business people I have ever known always have an uncommon common sense. Thanks. I recommend you all the time to people 'In transition...