Professional Development: Perfecting Your Elevator Pitch: An Art Form As Well As A Client Development Essential

Do Elevator Pitches Really Work?

Although it may be difficult to find many stories about conversations that started in elevators and resulted in revenues, the stories do exist. More importantly, the value of making a strong first impression is priceless. The important part of the exercise is to be able to initiate a relationship out of an otherwise innocuous interaction: two people sharing an elevator.

Consider this example: Irwin Karp, a lawyer-turned-consultant, shares the perfect story. After a conference, Irwin exited the room and saw two gentlemen talking. One of the gentlemen got on the same elevator as he. Irwin asked him if he did a particular kind of work related to the topic of the meeting, to which the man replied, “No.” Irwin asked him what he did. The man told him ' he developed landfills. Irwin replied, “That's interesting because I am in environmental lawyer, and my firm just completed a landfill development transaction.” The two men traded contact information, which resulted in a meeting, which resulted in a new client engagement for Irwin and his partner.

Other Ways Elevator Pitches Are Effective

Most attorney-client engagements result from a relationship of some kind: an in-house attorney hires his or her former law firm; an in-house attorney hires someone with whom she or he attended law school; an in-house attorney hires someone who coaches his or her child's soccer time, or an in-house attorney simply hires the attorney with whom he or she worked at a prior in-house entity. In any of those situations, the basis of the example is the relationship. Although there are some instances where a company hires a specific law firm based on niche or known reputation in a particular area, in most cases it is the relationship that drives the hiring decision.

A strong first impression, whether in an elevator, at a podium, or on the soccer field sidelines, makes people/potential clients hear more. If you are able to succinctly provide a hook to make a new acquaintance want to learn more, you have just opened the door to building a new relationship.

Developing Your Elevator Pitch

Ask yourself the following questions, writing down the answers on a piece of paper:

• What problems do I solve for people?
• How do I solve them?
• Who are my ideal or prospective clients?
• Why do my clients hire me to solve their problems?
• What do I do that differentiates me from others?

If you find it difficult to answer the questions, you may need to ask your favorite clients why they hired you. Once you have answered the questions, create three to four short sentences incorporating your answers to the five questions. You may need to rewrite your first draft a few times to ensure you come up with a statement with which you feel comfortable and confident. Then you need to practice your pitch at least ten times until you get one that fits. When you practice it, you will want to make sure it is in “listener language,” is not too long, prompts follow-up questions by the listener, and doesn't come off overly glib or overly modest.

You may also want to consider having two or three pitches for different audiences: one for people who understand a good bit of your industry, and one for people who do not have the same kind of background. For example: your elevator pitch at an ABA section meeting likely will be much more specific than what you say to someone on the soccer field whose profession you do not know.

Ready, Set, Go!

Once you are satisfied with your elevator pitch, practice it at least five more times in low-risk situations such as on airplanes, your commute home or cocktail parties. It should roll off your tongue as easily as your name. Once you have mastered your elevator pitch, you can then master the art of small talk by working on your answer to the question, “So what's new with you?”

Jennifer Bluestein is Director of Firm-wide Attorney Professional Development for Greenberg Traurig LLP. Paula Giovacchini founded Gio Group, Inc. to meet the needs of corporations, law firms and other professional service firms in the areas of business development, collaborative work relationships, communications and leadership.

In these economically unstable times, most attorneys in private practice are facing a particular problem for the first time in years. In fact, 2009 may prove to be a challenge for lawyers faced with the responsibility of bringing in new business. Despite the uncertainty, now is the perfect time to develop your elevator pitch. Having a strong elevator pitch is a foundation for bringing in business. This article provides attorneys with the necessary tools to develop themselves.

What Is an Elevator Pitch?

An elevator pitch is your 30-second statement of what you do, for whom you do it, what problems you solve, and how you are unique. You want it to be in “listener language,” which gets the listener thinking, “Do I have a problem this person can help me with or do I know someone whom this person can help?” It is quite simple to perfect your elevator pitch if you consciously spend a few minutes considering how you want to portray yourself to others. If you think of your elevator pitch as part of your brand or logo, you will want to make sure you are thoughtful in what you say when you make that first impression.

Do Elevator Pitches Really Work?

Although it may be difficult to find many stories about conversations that started in elevators and resulted in revenues, the stories do exist. More importantly, the value of making a strong first impression is priceless. The important part of the exercise is to be able to initiate a relationship out of an otherwise innocuous interaction: two people sharing an elevator.

Consider this example: Irwin Karp, a lawyer-turned-consultant, shares the perfect story. After a conference, Irwin exited the room and saw two gentlemen talking. One of the gentlemen got on the same elevator as he. Irwin asked him if he did a particular kind of work related to the topic of the meeting, to which the man replied, “No.” Irwin asked him what he did. The man told him ' he developed landfills. Irwin replied, “That's interesting because I am in environmental lawyer, and my firm just completed a landfill development transaction.” The two men traded contact information, which resulted in a meeting, which resulted in a new client engagement for Irwin and his partner.

Other Ways Elevator Pitches Are Effective

Most attorney-client engagements result from a relationship of some kind: an in-house attorney hires his or her former law firm; an in-house attorney hires someone with whom she or he attended law school; an in-house attorney hires someone who coaches his or her child's soccer time, or an in-house attorney simply hires the attorney with whom he or she worked at a prior in-house entity. In any of those situations, the basis of the example is the relationship. Although there are some instances where a company hires a specific law firm based on niche or known reputation in a particular area, in most cases it is the relationship that drives the hiring decision.

A strong first impression, whether in an elevator, at a podium, or on the soccer field sidelines, makes people/potential clients hear more. If you are able to succinctly provide a hook to make a new acquaintance want to learn more, you have just opened the door to building a new relationship.

Developing Your Elevator Pitch

Ask yourself the following questions, writing down the answers on a piece of paper:

• What problems do I solve for people?
• How do I solve them?
• Who are my ideal or prospective clients?
• Why do my clients hire me to solve their problems?
• What do I do that differentiates me from others?

If you find it difficult to answer the questions, you may need to ask your favorite clients why they hired you. Once you have answered the questions, create three to four short sentences incorporating your answers to the five questions. You may need to rewrite your first draft a few times to ensure you come up with a statement with which you feel comfortable and confident. Then you need to practice your pitch at least ten times until you get one that fits. When you practice it, you will want to make sure it is in “listener language,” is not too long, prompts follow-up questions by the listener, and doesn't come off overly glib or overly modest.

You may also want to consider having two or three pitches for different audiences: one for people who understand a good bit of your industry, and one for people who do not have the same kind of background. For example: your elevator pitch at an ABA section meeting likely will be much more specific than what you say to someone on the soccer field whose profession you do not know.

Ready, Set, Go!

Once you are satisfied with your elevator pitch, practice it at least five more times in low-risk situations such as on airplanes, your commute home or cocktail parties. It should roll off your tongue as easily as your name. Once you have mastered your elevator pitch, you can then master the art of small talk by working on your answer to the question, “So what's new with you?”

Jennifer Bluestein is Director of Firm-wide Attorney Professional Development for Greenberg Traurig LLP. Paula Giovacchini founded Gio Group, Inc. to meet the needs of corporations, law firms and other professional service firms in the areas of business development, collaborative work relationships, communications and leadership.