As marketers, no matter where we are or what we are doing, the “what do you do?” question comes up with amazing regularity. How you answer can have a big impact on the quality of your new business conversations and the path of new referrals that beats a path to your door. That’s why it is crucial to offer a compelling and brief elevator speech that makes clear what you do and why it matters. To get to the essence of a great elevator speech, answer these questions:

Who is your target audience? We can’t be all things to all people, so be as specific as possible with your reply. Is there an ideal industry, business type, group, socio-economic status, location, hobby, or other factor that describes your best customers? If your target audience is a business, what is the company’s profile, number of employees, and annual revenue? Where is the business in its growth cycle?

When you identify your niche or target market and target your message to your ideal customer, listeners will see the value and be eager to talk more. And, if the people you meet are not a fit for your skills and services, a well-worded elevator speech can encourage quality referrals.

What do they care about? Most business owners care about making a profit, outperforming their competition, and managing their image and reputation. Yet within each business or industry there are unique concerns and problems. The more you understand the situation from their perspective, the more likely you will be to hit a nerve with your elevator speech.

Consider administering a “pain” survey to existing clients. What are clients, frustrated, concerned, or worried about? These are the issues they are usually most eager to act on. Above all, ask your customers what is important to them and listen carefully. Within their comments are the jewels that can help you craft a winning elevator speech.

What value/results/benefits do you provide? Don’t launch into a long explanation about how you do what you do. This confuses the process with the results. Rather, define what problems you solve for your customers. Here are a few examples to help frame your storytelling:

• “I help small business owners gain and retain clients through targeted and strategic visual communications. Plus, I provide exceptional client service with a money-back guarantee.”
• “I show leadership teams how to improve their presentation skills so they can influence their direct reports to achieve stellar performance. I also assist CEO’s in communicating their growth strategies, performance expectations, and business issues to reporters and analysts with candor, impact, and credibility.”
• “Our company teaches professional service firms how to fill their marketing pipelines, earn more money, and capture the right kinds of clients to fuel their growth objectives.”

What spins your jets about what you do? People like to work with professionals who demonstrate passion and enthusiasm for their work, so share zest and energy when you deliver your elevator speech. Make it clear that you enjoy your work and the results you bring about for customers.

Put the pieces together to hasten the path from “hello” to “yes.” As the answers to these questions unfold, your elevator speech will take shape. Use the language of your target audience to state your value and benefits. Shortcut the process and get right to the results in an enthusiastic way.

Every day you help clients make great first impressions that help them attract and retain business. It only makes sense that you should have a compelling elevator speech - ready to deliver at any time or place - as a boon to your own business.