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Home > Home > Gezien gelezen gehoord > Het einde van de elevator pitch

Het einde van de elevator pitch

karen-susmanHeb jij je ‘elevator pitch’ al geoefend? Zelfs in de zorg moeten mensen op cursus om dit te leren.
Karen Susman, een coach die mensen leert presenteren op een ontspannen, toegankelijke en sprankelende manier, heeft daar zo haar eigen visie op.

Karen: ‘How do you answer the question, “What do you do?” Many give the dreaded elevator speech. The glazing over of the eyes of the trapped listener go unnoticed by the elevator speech provider. Just as elevator operators of old used to memorize and announce what was on each floor of a building, the elevator speech provider goes into automatic pilot mode with his memorized speech. Let me out!Here are five ways to introduce yourself briefly and conversationally.

Remember when someone asks you, “What do you do?” they are often just being polite. They may not really be interested. They may feel they have to ask you first so you’ll ask them. Thus,keep your response brief and not cryptic. None of this, “I bring you to the pot of gold at the end of the rainbow.”


Keep it short and simple
You can simply say, “I sell insurance.” Then ask, “What do you do?” The other person really wants to talk about himself. You’ll learn a lot this way, too. Listen for how you might be helpful to the other person. Follow up and you’ll get a chance to explain what you do in greater depth.
The warning here is that when you answer with a brief title, the other person forms a picture in his mind of what you do that might not best represent how you help your customers. This image may or may not be a turnoff to your conversation partner.


Relate to the listener’s interest
Say, “I work with people who want to protect their possessions.” Pause. Then say, “In fact, recently I worked with a newlywed couple who purchased their first home.” The “In fact” is important. It paints a picture for your listener. Try to come up with an “In fact” that relates to the listener’s interest, stage in life and work. Always customize your answer so the listener can identify with you and your other customers. For instance, if an engineer asks you what you do, don’t describe your work with bakers – even if the work might be similar. Of course, it’s easier to align your message with your listener’s interests if you know what he or she does.


Solve a problem with your service or product
“Floors can get really messy with kids and dogs running inside and out all the time. My squeegee mop cleans up and rinses out in five minutes flat.” Or, “Entrepreneurs want to be memorable. Our personalized mugs and mouse pads keep your name right in front of your clients.”


Paint a picture conversationally
When I get asked, “What do you do?” I like to answer, “You know how some people are really smart and good at their jobs and yet, when they get up to give a presentation, everyone in the audience falls asleep?” Then pause. Let the listener picture your question. The listener will be imagining a real situation when he was bored silly by a speaker. Then continue. “Well, I work with them to become more exciting, compelling speakers.”


Use seven words or less
This is an excellent exercise. It requires you to delete extraneous words and hyperbole. Rid your introduction of words/phrases such as robust, outside the box, dramatic, unique (sure you are), ground breaking (sure it is), and impactful.

Whatever way you choose to introduce yourself, keep it brief, conversational and relating to your listener’s interests. Otherwise, when you launch into your elevator speech, your listener will opt for the stairs”.


Meer Karen Susman:


One Comment

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