A successful networking speech is understanding the difference between marketing and sales By Larry Goldsmith, CWDP, P.E.T.

The purpose of networking when seeking a job is to secure an appointment for an interview.  This is literally the same as walking away with a signed contract at a sale.  Most job seekers think they are selling when they are really marketing during the networking experience. Marketing is the period when you promote your product or service. A sale is when you walk away from a meeting with a signed agreement or cash in hand.

Most workforce agencies refer to this process as developing an elevator speech.  The classic explanation of an elevator speech of course is that it takes place in an elevator.  For example you and I are in an elevator in a local multi-story hotel coming down from a job fair.  The elevator stops on the third floor and the door opens.   In walks a local employer.  He recognizes me as the job coach and says, “Hi Larry, How are you? I’m so glad to see you.  It just so happens that we have a great opening for a supervisor.”  He goes on to explain the skills they are seeking.

I am thrilled.  He just described your skills. I point to you and exclaim, “What a coincidence!”  I introduce you and tell the employer that you have these very skills.  Then I ask you to give him a brief introduction.

You have 30 seconds or less to capture his attention and secure an interview.

What do you say?

Are prepared?

This could happen to you at any time, in any place, with anybody.

The 30-second elevator speech is an essential talent that you must carry with you at all times. It is your prepared attention-getting mini-presentation that can be performed in a matter of seconds.  My problem with most elevator speeches is that they have the wrong focus.

Preparing an Effective Speech

So what is a good elevator speech?  What do you say?  How do you prepare an effective presentation that you can recall and present in a matter of seconds?  Most job seekers are taught to tell the potential employer about themselves.

• Give your name.
• Tell your industry experience.
• State a few accomplishments.
• Point out your strengths.
• Close with the type of position you seek.

What do you think a professional sales trainer would say about this example of an elevator speech?  They probably would say this is a marketing speech.  Any sales trainer will tell you that you can not sell when you are talking. Networking must be a two way conversation. Creating successful sales is to eliminate the objections or barriers that prevent you from closing the deal.  You cannot eliminate the objections to your sales presentation until you know the problem you are trying to correct.

Every employer has some sort of business pain.  When the pain gets great enough, they advertise a position seeking someone who can ease that pain.  Your task is to prepare your elevator speech in a way to identify this pain and to demonstrate your ability to fix it.   And you have to do it in 30 seconds.

The real value in networking is learning how to engage the potential employer. Most job seekers think networking is about telling employers about themselves.  Keep in mind however, a job search at this stage is not really about you, but rather what you can do for employers by using examples of what you have done for others.  If your elevator speech demonstrates your ability to fix your prospective employers’ problems, your opportunities to be remembered will improve dramatically.  Remember, it’s not about you; it’s about what you can do for them.

Jaazle Technicolor 30 Second (Elevator) Commercial

1. Introduce yourself with a Technicolor Statement
2. Identify issues or problems the employer faces in their business
3. Promote your accomplishments, achievements and benefits on how you can fix these issues
4. Connect your skills, talents and value
5. Close by asking for the appointment

Key Points about Your Elevator Speech

• Never be without one
• Fit to the position you seek
• Practice makes perfect

Important Findings on Where to Look for Job