{"id":947,"date":"2015-03-08T10:50:33","date_gmt":"2015-03-08T10:50:33","guid":{"rendered":"https:\/\/courses.candelalearning.com\/businesscommunication\/?post_type=chapter&#038;p=947"},"modified":"2015-03-08T22:49:37","modified_gmt":"2015-03-08T22:49:37","slug":"14-8-elevator-speech","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/chapter\/14-8-elevator-speech\/","title":{"raw":"Elevator Speech","rendered":"Elevator Speech"},"content":{"raw":"<div class=\"bcc-box bcc-highlight\">\r\n<h3>LEARNING OBJECTIVES<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul id=\"mclean-ch14_s08_l01\" class=\"im_orderedlist\">\r\n\t<li>Discuss the basic parts of an elevator speech.<\/li>\r\n\t<li>Create an effective elevator speech.<\/li>\r\n<\/ul>\r\n<\/div>\r\n&nbsp;\r\n<div class=\"im_section\">\r\n<div id=\"mclean-ch14_s08_n01\" class=\"im_learning_objectives im_editable im_block\">\r\n<h3 class=\"im_title\"><\/h3>\r\n<\/div>\r\nAn elevator speech is to oral communication what a Twitter message (limited to 140 characters) is to written communication. It has to engage and interest the listener, inform and\/or persuade, and be memorable.<span id=\"fwk-mclean-fn14_025\" class=\"im_footnote\">Howell, L. (2006). <em class=\"im_emphasis\">Give your elevator speech a lift<\/em>. Bothell, WA: Publishers Network.<\/span> An <span class=\"im_margin_term\"><span class=\"im_glossterm\">elevator speech<\/span><\/span> is a presentation that persuades the listener in less than thirty seconds, or around a hundred words. It takes its name from the idea that in a short elevator ride (of perhaps ten floors), carefully chosen words can make a difference. In addition to actual conversations taking place during elevator rides, other common examples include the following:\r\n<ul id=\"mclean-ch14_s08_l02\" class=\"im_itemizedlist im_editable im_block\">\r\n\t<li>An entrepreneur making a brief presentation to a venture capitalist or investor<\/li>\r\n\t<li>A conversation at the water cooler<\/li>\r\n\t<li>Comments during intermission at a basketball game<\/li>\r\n\t<li>A conversation as you stroll across the parking lot<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div class=\"im_title\">\r\n<h2>Creating an Elevator Speech<\/h2>\r\nAn elevator speech does not have to be a formal event, though it can be. An elevator speech is not a full sales pitch and should not get bloated with too much information. The idea is not to rattle off as much information as possible in a short time, nor to present a \u201ccanned\u201d thirty-second advertising message, but rather to give a relaxed and genuine \u201cnutshell\u201d summary of one main idea. The speech can be generic and nonspecific to the audience or listener, but the more you know about your audience, the better. When you tailor your message to that audience, you zero in on your target and increase your effectiveness.<span id=\"fwk-mclean-fn14_026\" class=\"im_footnote\">Albertson, E. (2008). <em class=\"im_emphasis\">How to open doors with a brilliant elevator speech<\/em>. New Providence, NJ: R. R. Bowker.<\/span> The emphasis is on brevity, but a good elevator speech will address several key questions:\r\n<ol id=\"mclean-ch14_s08_s01_l01\" class=\"im_orderedlist im_editable im_block\">\r\n\t<li>What is the topic, product or service?<\/li>\r\n\t<li>Who are you?<\/li>\r\n\t<li>Who is the target market? (if applicable)<\/li>\r\n\t<li>What is the revenue model? (if applicable)<\/li>\r\n\t<li>What or who is the competition and what are your advantages?<\/li>\r\n<\/ol>\r\n<a class=\"im_xref\" href=\"#mclean-ch14_s08_s01_t01\">Table 14.7 \"Parts of an Elevator Speech\"<\/a> adapts the five parts of a speech to the format of the elevator speech.\r\n<div id=\"mclean-ch14_s08_s01_t01\" class=\"im_table im_block\">\r\n\r\n<span class=\"im_title-prefix\">Table 14.7<\/span> Parts of an Elevator Speech\r\n<table cellspacing=\"0\" cellpadding=\"0\">\r\n<thead>\r\n<tr>\r\n<th>Speech Component<\/th>\r\n<th>Adapted to Elevator Speech<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td>Attention Statement<\/td>\r\n<td>Hook + information about you<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Introduction<\/td>\r\n<td>What you offer<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Body<\/td>\r\n<td>Benefits; what\u2019s in it for the listener<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Conclusion<\/td>\r\n<td>Example that sums it up<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Residual Message<\/td>\r\n<td>Call for action<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\nExample:\r\n<ol id=\"mclean-ch14_s08_s01_l02\" class=\"im_orderedlist im_editable im_block\">\r\n\t<li>How are you doing?<\/li>\r\n\t<li>Great! Glad you asked. I\u2019m with (X Company) and we just received this new (product x)\u2014it is amazing. It beats the competition hands down for a third of the price. Smaller, faster, and less expensive make it a winner. It\u2019s already a sales leader. Hey, if you know anyone who might be interested, call me! (Hands business card to the listener as visual aid)<\/li>\r\n<\/ol>\r\n<div id=\"mclean-ch14_s08_s01_n01\" class=\"im_key_takeaways im_editable im_block\">\r\n<h3 class=\"im_title\"><\/h3>\r\n<div class=\"bcc-box bcc-success\">\r\n<h3>KEY TAKEAWAY<\/h3>\r\n<section>\r\n<div data-type=\"note\">You often don\u2019t know when opportunity to inform or persuade will present itself, but with an elevator speech, you are prepared!<\/div>\r\n<\/section><\/div>\r\n<h3><\/h3>\r\n<h3 class=\"im_title\"><\/h3>\r\n<div class=\"bcc-box bcc-info\">\r\n<h3>EXERCISES<\/h3>\r\n<\/div>\r\n<ol id=\"mclean-ch14_s08_s01_l03\" class=\"im_orderedlist\">\r\n\t<li>Pick a product or service and prepare an elevator speech (less than a hundred words, no more than thirty seconds). Rehearse the draft out loud to see how it sounds and post or present it in class.<\/li>\r\n\t<li>Find an example of an elevator speech online (YouTube, for example) and review it. Post the link and a brief summary of strengths and weaknesses. Share and compare with classmates.<\/li>\r\n\t<li>Prepare an elevator speech (no more than thirty seconds) and present to the class.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"bcc-box bcc-highlight\">\n<h3>LEARNING OBJECTIVES<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul id=\"mclean-ch14_s08_l01\" class=\"im_orderedlist\">\n<li>Discuss the basic parts of an elevator speech.<\/li>\n<li>Create an effective elevator speech.<\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"im_section\">\n<div id=\"mclean-ch14_s08_n01\" class=\"im_learning_objectives im_editable im_block\">\n<h3 class=\"im_title\"><\/h3>\n<\/div>\n<p>An elevator speech is to oral communication what a Twitter message (limited to 140 characters) is to written communication. It has to engage and interest the listener, inform and\/or persuade, and be memorable.<span id=\"fwk-mclean-fn14_025\" class=\"im_footnote\">Howell, L. (2006). <em class=\"im_emphasis\">Give your elevator speech a lift<\/em>. Bothell, WA: Publishers Network.<\/span> An <span class=\"im_margin_term\"><span class=\"im_glossterm\">elevator speech<\/span><\/span> is a presentation that persuades the listener in less than thirty seconds, or around a hundred words. It takes its name from the idea that in a short elevator ride (of perhaps ten floors), carefully chosen words can make a difference. In addition to actual conversations taking place during elevator rides, other common examples include the following:<\/p>\n<ul id=\"mclean-ch14_s08_l02\" class=\"im_itemizedlist im_editable im_block\">\n<li>An entrepreneur making a brief presentation to a venture capitalist or investor<\/li>\n<li>A conversation at the water cooler<\/li>\n<li>Comments during intermission at a basketball game<\/li>\n<li>A conversation as you stroll across the parking lot<\/li>\n<\/ul>\n<\/div>\n<div class=\"im_title\">\n<h2>Creating an Elevator Speech<\/h2>\n<p>An elevator speech does not have to be a formal event, though it can be. An elevator speech is not a full sales pitch and should not get bloated with too much information. The idea is not to rattle off as much information as possible in a short time, nor to present a \u201ccanned\u201d thirty-second advertising message, but rather to give a relaxed and genuine \u201cnutshell\u201d summary of one main idea. The speech can be generic and nonspecific to the audience or listener, but the more you know about your audience, the better. When you tailor your message to that audience, you zero in on your target and increase your effectiveness.<span id=\"fwk-mclean-fn14_026\" class=\"im_footnote\">Albertson, E. (2008). <em class=\"im_emphasis\">How to open doors with a brilliant elevator speech<\/em>. New Providence, NJ: R. R. Bowker.<\/span> The emphasis is on brevity, but a good elevator speech will address several key questions:<\/p>\n<ol id=\"mclean-ch14_s08_s01_l01\" class=\"im_orderedlist im_editable im_block\">\n<li>What is the topic, product or service?<\/li>\n<li>Who are you?<\/li>\n<li>Who is the target market? (if applicable)<\/li>\n<li>What is the revenue model? (if applicable)<\/li>\n<li>What or who is the competition and what are your advantages?<\/li>\n<\/ol>\n<p><a class=\"im_xref\" href=\"#mclean-ch14_s08_s01_t01\">Table 14.7 &#8220;Parts of an Elevator Speech&#8221;<\/a> adapts the five parts of a speech to the format of the elevator speech.<\/p>\n<div id=\"mclean-ch14_s08_s01_t01\" class=\"im_table im_block\">\n<p><span class=\"im_title-prefix\">Table 14.7<\/span> Parts of an Elevator Speech<\/p>\n<table cellpadding=\"0\" style=\"border-spacing: 0px;\">\n<thead>\n<tr>\n<th>Speech Component<\/th>\n<th>Adapted to Elevator Speech<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Attention Statement<\/td>\n<td>Hook + information about you<\/td>\n<\/tr>\n<tr>\n<td>Introduction<\/td>\n<td>What you offer<\/td>\n<\/tr>\n<tr>\n<td>Body<\/td>\n<td>Benefits; what\u2019s in it for the listener<\/td>\n<\/tr>\n<tr>\n<td>Conclusion<\/td>\n<td>Example that sums it up<\/td>\n<\/tr>\n<tr>\n<td>Residual Message<\/td>\n<td>Call for action<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Example:<\/p>\n<ol id=\"mclean-ch14_s08_s01_l02\" class=\"im_orderedlist im_editable im_block\">\n<li>How are you doing?<\/li>\n<li>Great! Glad you asked. I\u2019m with (X Company) and we just received this new (product x)\u2014it is amazing. It beats the competition hands down for a third of the price. Smaller, faster, and less expensive make it a winner. It\u2019s already a sales leader. Hey, if you know anyone who might be interested, call me! (Hands business card to the listener as visual aid)<\/li>\n<\/ol>\n<div id=\"mclean-ch14_s08_s01_n01\" class=\"im_key_takeaways im_editable im_block\">\n<h3 class=\"im_title\"><\/h3>\n<div class=\"bcc-box bcc-success\">\n<h3>KEY TAKEAWAY<\/h3>\n<section>\n<div data-type=\"note\">You often don\u2019t know when opportunity to inform or persuade will present itself, but with an elevator speech, you are prepared!<\/div>\n<\/section>\n<\/div>\n<h3><\/h3>\n<h3 class=\"im_title\"><\/h3>\n<div class=\"bcc-box bcc-info\">\n<h3>EXERCISES<\/h3>\n<\/div>\n<ol id=\"mclean-ch14_s08_s01_l03\" class=\"im_orderedlist\">\n<li>Pick a product or service and prepare an elevator speech (less than a hundred words, no more than thirty seconds). Rehearse the draft out loud to see how it sounds and post or present it in class.<\/li>\n<li>Find an example of an elevator speech online (YouTube, for example) and review it. Post the link and a brief summary of strengths and weaknesses. Share and compare with classmates.<\/li>\n<li>Prepare an elevator speech (no more than thirty seconds) and present to the class.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-947\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Communication For Business Success. <strong>Authored by<\/strong>: anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/communication-for-business-success\/\">http:\/\/2012books.lardbucket.org\/books\/communication-for-business-success\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":9,"menu_order":25,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Communication For Business Success\",\"author\":\"anonymous\",\"organization\":\"\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/communication-for-business-success\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-947","chapter","type-chapter","status-publish","hentry"],"part":1023,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/947","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":3,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/947\/revisions"}],"predecessor-version":[{"id":1154,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/947\/revisions\/1154"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/parts\/1023"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/947\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/media?parent=947"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=947"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/contributor?post=947"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/license?post=947"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}