The 30 Second Sell is an overview of who you are, what you can offer and how you can solve an immediate problem designed to get a conversation started. The point isn't to get into every detail of your work history, instead it is to make sure your audience understands what you are talking about and what's in it for them. Busy executives are have a lot of things on their mind and they have to decide what to pay attention to and what to ignore. It never fails that the more potentially helpful a person is, the busier they are likely to be. As a result, you must come up with a way of explaining yourself in a manner that will grab the attention of someone who has many other things on their mind. You must assume that people are looking for a reason to tune you out, not that they want to hear what you have to say. You must explain yourself in a manner that requires the audience to do the least amount of work. Above all else, you must get to the point.
Often you find yourself in the position of meeting someone who can help you achieve your goal but the circumstances are such that you have only a moment to get their attention. It could be that you have run into an important executive in the elevator or you have met an influential person at a bar or party or that you are being introduced to a group of people who ask what you do. You have seconds to present who you are and what you do.
The 30 second pitch must start out with a ‘hook’ or something to grab the listener’s attention. This will change depending on the circumstances but the pitch needs to start with what your area of expertise is, what benefits there are for the listener and why you're better than the rest of the competition. The pitch follows where you sum up unique aspects of yourself and your services. This must be delivered with passion in order to keep the listener’s attention. You want to say what sets you apart from the rest and finally end with a firm request - this can be asking for their phone number in order to discuss the possibilities, an appointment to interview or to continue this conversation over a coffee/drink/lunch.
A 30 second pitch might go like this: “Hi! I’m So-and-so and I couldn’t help overhearing that you’re looking for an executive assistant. I am one of the best and I have the references to back it up. I have just moved to the city from Montreal and am looking to work with senior management in a top firm. I have 10 years experience, I’m bilingual, I type 40 words per minute, hold a bachelor’s degree and am fully computer compliant including Powerpoint. Why don’t you give me your card and I will send you a copy of my resume?”
Work on your pitch until it shines and be prepared to alter it depending on who you are speaking to. Be honest about who you are and look for opportunities to sell yourself.
An effective 30 Second Sell needs to be:
1. Concise - People speak about 125 words a minute - chose your 62 words carefully.
2. Clear - State your point in language suitable to the audience without using technical terms if they are not going to understand you.
3. Compelling - Start with the key information to grab attention and end with it to summarize and to remind them again. Solve their problem
4. Credible - What you say must be the truth and backed by your qualifications
5. Conceptual - An effective elevator pitch stays at a fairly high level and does not go into too much unnecessary detail.
6. Customized - Address the specific concerns and interests of your audience
7. Conversational - Remember the point is to get the person's attention in order to create conversation.
8. Consistent - Every version of an effective elevator pitch conveys the same basic message.
You never get a chance to make a second impression so make sure the first one shows you to be organized and articulate.
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