The elevator speech has long been a part of the marketing strategies that businesses need to succeed in their industries.
But many insurance firms still overlook the importance of helping their teams create clear and compelling statements about their services, the benefits they provide, and their unique value propositions.
Creating the elevator speech you need, and knowing why you need one in the first place, positions you ahead of your competitors in any networking, interview, or other marketing settings.
Why You Need an Elevator Speech
An elevator speech lets you say everything you want to convey about your services and products in a concise and interesting way. At some point in most interactions, you’ll be asked, “What do you do?”
But many people struggle with answering this question in a way that triggers interest. Knowing how to provide the right information in just the right way opens up new business opportunities for you and your insurance firm.
An elevator speech highlights your expertise and skill sets. It identifies the people you serve and provides information related to the ways in which you deliver that service.
The term “elevator speech” comes from the idea that it should be brief enough to share with someone within the time it takes to ride an elevator. Most marketing thought leaders recommend keeping your speech between 30 seconds and 2 minutes.
Crafting the Perfect Elevator Speech
There are key steps to crafting an elevator speech that supports your business goals. Rather than state your job title or industry, try to emphasize the actions you take, the results they provide, and the people who benefit from your services.
Choosing the right action words highlights your expertise and position you as a credible resource. Think of how you deliver the value of your services. Do your services educate, guide, or develop the people who use them?
Honing in on the specifics of what you do makes your elevator speech interesting and engaging. But don’t get too technical, as this could make it harder for people to understand what you do, or they may lose interest in what you have to say.
Simplifying your message goes a long way in the effectiveness of your elevator speech. Your message should be directed at the needs of your audience and how you might be a valuable resource for them.
Being concise and clear allows your message to be easily understood in the short time you have available. Don’t clutter your elevator speech with details that aren’t relevant to the listener.
Customizing your elevator speech to each person improves the responses you receive. Keep their interests and unique needs in mind while also maintaining consistency in your message as you share it with others.
The Elevator Speech is Not a Pitch
Beyond conveying the value of your services, products, and skills, your elevator speech demonstrates the passion and commitment you have towards your work.
Clearly explaining what you do allows others to see the opportunities you might provide for them. But capturing the attention of your listener and converting it to interest can only come from a well-crafted elevator speech.
Your message is a powerful tool in generating new leads for your insurance business. It creates lasting relationships with industry professionals and new opportunities of your own.
The elevator speech is not a pitch. Although you may be in a marketing or promotional setting when using your elevator speech, focus on letting others know who you are, what you do, and who you do it for.
Clarifying your message leads to better results. The right elevator speech creates new clients for your insurance firm while growing your network so that your business achieves new levels of industry success.