Boost Your Business with an Elevator Speech
By Sara Burton
| “So what do you do?” |  |
| If you answer this question with your official title and job description, think again. Instead, offer a well crafted “elevator speech” that leaves the inquirer wanting more. |
If you met a potential prospect in an elevator and had only the time it took to go from the lobby to the top floor to introduce yourself and make an impression, what would you say? The “elevator speech” has become an essential marketing tool that quickly cuts through advertising noise and helps make connections that would otherwise be difficult to create.
Hardcore fitness professionals might argue that we should be taking the stairs not the elevator – but an elevator speech isn’t just for elevators. It can be used any time you’re in a situation where someone asks the critical question, “What do you do?” With a little preparation and thought, this simple 30-second introduction can expand your prospect list.
Writing your elevator speech
1. Describe, in a few words, what you do for your target audience. Steer clear of merely stating your job description. Instead, talk about the value people get from working with you. Consider naming your target audience versus using the words “people” or “everyone.” Avoid buzzwords; speak in simple, clear language that the listener can relate to.
2. Describe, in a few words, why you are so good. But present this information via others’ comments about you and your services; don’t project arrogance and bravado. Let people be drawn to you instead of looking up to you as the “high and mighty.”
3. Cue the listener to take a logical first step. Signing on the dotted line within 30 seconds of meeting isn’t likely, so think of critical small choices people take when getting started. Is it looking up your website? Coming for a tour of your club? If you ask people to think of someone who might be interested in your services, they might just refer themselves!
What is good elevator speech technique?
1. Be natural: You aren’t on stage; you’ll get further if listeners can relate to you.
2. Be believable: Too many promises and grand statements can ring false and send listeners running.
3. Be memorable: Unique statements are great as long as they aren’t corny.
4. Be interesting: If you can engage listeners for 30 seconds, chances are they’ll like what you have to say next.
5. Cue for action: The greatest elevator speech does nothing unless you ask for reasonable action.
You won’t win over everyone who hears your elevator speech. But an intentional introduction will take you further than you ever would have otherwise gone.
Take some time to plan your elevator speech. Edit it until it flows, and practice it out loud. When it feels natural, go ride some elevators and try it out!
Club Owner
Avoid this:
“I own High Class Fitness, and we’re changing the fitness world! Our goal is to have everyone take our specialized classes or work with one of our personal trainers. Our facility is world class! We’ve spent over $3 million on state-of-the-art equipment. I can get you started. When would you like to start your week’s free membership?”
Try this elevator speech
“I own a gym that makes exercise easy for people. We help women by offering lots of different ways to get fit so they stay motivated. Women like our gym because we give special help to beginners. Do you know anyone who might be interested in a gym like this?”
Personal Trainer
Avoid this:
“I’m a master personal trainer and I specialize in athletic training. I’ve trained NHL players and Olympians. My services are award-winning and world class. You’ll really be impressed by my cutting edge equipment. My first session with clients is always free. Are you up for it?”
Try this elevator speech
“I’m a personal trainer for men who want to reshape their bodies. My clients love the results from the workouts. In fact, one of my clients told me that he’s never been in better shape and that he couldn’t have done it without my help. Do you know anyone interested in reshaping his body?”
Group Exercise Instructor
Avoid this:
“I’m a group exercise instructor. I teach Energy Explosion, Advanced Mountain Climber and other awesome classes.”
Try this elevator speech
“I’m a fitness instructor and I specialize in teaching classes that help average people get in better shape. People find my classes easy to follow and a whole lot of fun. Participants can choose from a variety of options that let them work at their own level. One participant told me she loves coming to my classes because they keep her motivated. Do you know anyone who might be interested in this type of class?”
Sara Burton’s business background and diverse work experience give her a unique perspective on the fitness industry. She loves to make the business of fitness easy for participants and fitness professionals. She was a 2006 nominee for GoodLife’s Instructor of the Year and is currently the group exercise regional manager for GoodLife Fitness in Mississauga and Georgetown, Ontario. For more information, visit www.saraburton.com.
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