Imagine riding an elevator with Custom Freight Elevators Manufacturers. One asks you, “What do you do?” You have until the elevator reaches the next floor to answer the question. If you answer compellingly, then you could get sales leads or referrals. The goal is to answer so that you are asked for your business card before the elevator stops.

To be asked for your card by a stranger after a self-introduction that lasts no longer than thirty seconds: that is the mark of a compelling elevator speech. That is also where most fail.

Good, but…

Consider Jeff’s elevator speech: “I work with people who want to accumulate wealth by investing in undervalued stocks.”

This is what Brenda says: “I help couples to furnish and decorate their new homes in a style that’s all their own.”

Jeanette says, “I work with growing companies that need to find talented people so that they can continue growing and become more successful.”

Each of these is good enough that Jeff and Brenda and Jeanette can give out their business cards. They concisely describe their customers and the benefits they provide. Yet, these elevator speeches lack the power to compel most people to ask for a business card before the elevator stops.

For example, unless you are already somebody who wants to accumulate wealth by investing in undervalued stocks, Jeff might only be remembered for his sharp suit and irrelevant career.

Empathy gives it power

That compelling power comes from describing with empathy the emotional discomfort or pain that you relieve. That is the core of a compelling elevator speech: pain relief.

Here is Brenda’s elevator speech again, with pain relief added: “I help couples to furnish and decorate their new homes in a style that’s all their own – and they don’t have to do all of the shopping.” Many people would like relief from the chore of shopping for furnishings and decorations. With only ten more words, Brenda honors that and offers relief.