Elevator Test & Elevator Speech (Elevator Pitch)

엘리베이터 테스트 (Elevator Test)

해결책은 고객(투자자)에게 30 초내에 완벽하게 설명할 수 있어야 합니다. 엘리베이터를 타고 올라가는 동안 다 설명할 수 있을 정도로 요약을 해야 합니다.

헐리웃에도 비슷한 테스트가 있습니다. 제작자에게 1분 내에 시나리오를 설명해서 확 끌리는 뭔가가 있어야 흥행합니다.

"1 page proposal"도 마찬가지입니다. 제한을 엄격하게 가하며 내용을 압축하고 또 압축하면 훨씬 더 핵심에 가까우면서 이해가 쉬운 어떤 것이 나옵니다.
 

Source : http://stewardess.inhatc.ac.kr/philoint/culture/the-mckinsey-way.htm  

엘리베이터 테스트

당신의 해결책을 완벽하게 알아서 그것을 분명하고 정확하게 30초 안에 설명할 수 있어야 한다. 이렇게 할 수 있을 때 당신은 당신의 해결책을 팔 수 있을 정도로 충분히 자신의 일을 잘 이해하고 있는 셈이 된다.

이제 그 중요한 프로젝트의 최종 보고를 할 시간이 되었다고 상상하라. 당신과 당신의 팀은 그 동안 새벽 2시까지 일을 하면서 보고서를 만들었고, 단 하나의 오자도 없도록 정성을 기울였다. 이제 당신은 제일 좋은 옷을 입고 만반의 준비가 된 것처럼 보이려 한다. 그리고 고객인 <포춘>50대 기업의 중역들이 맥킨지의 보고를 듣기 위해 회사 건물의 맨 위층에 자리 잡은 원탁 탁자에 둘러앉는다. 그런데 바로 그때 대표이사가 회의실로 들어오면서 이렇게 말한다. "여러분, 미안합니다. 나는 이 자리에 참석할 수가 없습니다, 갑자기 중요한 문제가 생겨서 변호사들을 만나러 가야 합니다."

그러다가 당신을 향해 돌아서며 이렇게 말을 한다. "당신이 나와 함께 엘리베이터를 타고 밑으로 내려가면서 연구한 것들을 말해줄 수 있겠소?" 엘리베이터를 타는 시간은 30초 정도에 불과하다. 그 시간에 당신은 고객 회사의 대표이사에게 해결책을 설명할 수 있는가? 당신은 그 사람에게 해결책을 팔 수 있는가? 이것이 바로 엘리베이터 테스트이다.

많은 기업들이 엘리베이터 테스트나 그와 비슷한 것을 이용한다. 왜냐하면 그것이 회사 중역들의 시간을 효과적으로 사용하는 아주 좋은 방법이기 때문이다. 유명한 미국 회사 프록터 & 갬블(Proctor & Gamble)은 관리자들에게 1쪽 짜리 메모를 만들라고 얘기한다. 그리고 할리우드의 어떤 영화사는 극작가에게 새로운 대본의 가장 흥미 있는 부분을 말해 달라고 주문한다. 만일 30초 후에 극작가의 설명이 마음에 들면 그 극작가는 좀더 기회를 얻어서 대본을 팔 수도 있다. 맥킨지의 직원이었던 제이슨 클라인은 잡지사의 사장이 되었을 때 엘리베이터 시험을 제도화시켰다. 그의 말을 들어보자.

우리 회사의 영업 사원들은 독자들에게 잡지를 제대로 설명할 수 없었다, 그래서 광고 지면이 계속 줄어들고 있었다. 나는 모든 영업 사원들을 훈련시켜서 엘리베이터 테스트를 통과하도록 만들었다. 나는 그들에게 잡지 내용을 30초 안에 설명하라고 요구했다 그것은 판매원들에게 대단히 좋은 훈련이 되었다. 그리고 우리 회사의 광고 수입은 매년 늘어나고 있다.

6개월 동안의 작업 결과를 어떻게 30초 안에 담을 수 있는가? 먼저 당신의 팀이 다룬 이슈들부터 시작하라. 고객이 알고 싶은 것은 각각의 이슈에 대한 해결안과 그에 따른 성과이다. 권고사항이 아주 많을 때는 가장 중요한 새 가지만 얘기하라. 그러니까 기대되는 이익이 가장 많은 것들이다. 뒷받침하기 위한 자료에 대해서는 걱정하지 말라. 그것들은 나중에 자세하게 설명할 수 있다.

가령 분석 결과 제조회사인 고객 기업이 제품이 많이 팔리지 못하는 이유가 영업조직이 고객 유형별로 조직되어야 하는데 지역별로 구성되었기 때문이라고 하자. 이때 당신에게는 많은 자료가 있을 것이다. 이를테면 구매자 유형별 영업사원 분석, 구매자들과의 인터뷰 결과, 혹은 소매점 및 도매점들에 대한 방문 결과 등이다. 당신이 엘리베이터를 타고 있을 때 대표이사에게 이렇게만 얘기하라.

"우리가 보기에는 영업조직을 구매자 유형별로 재구성할 때 제품 판매를 3년 안에 50퍼센트 가량 신장시킬 수 있습니다. 세부사항에 대해서는 나중에 얘기할 수 있습니다. 변호사들과 좋은 시간 보내시기 바랍니다."

출처: 맥킨지는 일하는 방식이 다르다. pp: 59-61. 김영사.
 

Source : http://www.kyungsung.ac.kr/%7Ecschung/Mckinsey.html 

 엘리베이터 테스트

한 젊은 청년이 사장실에 보고서를 들고 들어갔다. 그는 밤새워 성실하고 치밀하게 문제를 분석하고 정리하여 보고서를 작성했다. 청년은 사장이 칭찬을 아끼지 않을 것이라고 예상했다. 그때, 사장이 물었다.

<그래, 여기 있는 30장짜리 보고서의 내용을 30초 동안 말해보게>

청년은 당황했다. 당황한 청년에게 사장은 긴장하지 말고, 편안한 마음으로 말하라고 하면서 자신의 취지를 설명했다. 사장의 의도는 이랬다.

만약, 어떤 문제의 해결책을 제시하는 사람이 그 내용을 완벽하게 파악하고, 해결책을 분명하고 명확하게 30초 안에 설명할 수 있다면 그 사람은 그 해결책에 대하여 충분히 잘 이해하고 있다는 증거가 된다.

만약, 30장이나 되는 리포트를 쓰고도 30초 동안에 명확한 설명을 못한다면, 그는 문제의 핵심을 파악하지 못했을 가능성이 크고, 해결책의 키 포인트를 찾지 못하고 있기가 쉽다. 사장의 의도를 이해한 청년은 30초 동안 자신이 작성한 보고서의 내용을 잘 전달했다고 한다.

사람들이 엘리베이터 테스트라고 부르는 것이 있다. 엘리베이터 테스트란 이런 거다. 이런 장면은 생각해보자.

많은 회사의 사장실은 빌딩의 높은 층에 전망이 좋은 곳에 있다. 사장실에 두꺼운 보고서를 들고 한 사람이 들어온다. 그 때, 사장은 갑자기 바쁜 일이 생겼다며 나간다. 그러면서, 그 사람에게 말한다.  

<내가 시간이 없어서 그런데, 그 보고서의 내용을 엘리베이터를 타고 내려가는 동안 나에게 말해주겠나?>

엘리베이터가 사장실에서 현관 로비까지 내려가는 데에는 대략 30초의 시간이 걸린다. 직원은 30초 동안 자신이 작성한 보고서의 핵심을 사장에게 보고해야 한다. 만약, 직원이 핵심을 파악하고 있다면 그는 명쾌하게 말할 것이다. 사장은 시간을 아끼려는 것이 아니라, 그가 진정으로 자신이 작성한 보고서의 내용을 이해하고 핵심을 파악했는지를 알고 싶었던 것이다.

어떤 문제의 설명을 요구하면, 가끔 이런 말을 하는 사람들이 있다.

<내가 알기는 아는데, 어떻게 설명을 할 수가 없네>

이런 경우는 표현이 서투른 것이 아니라, 모르는 것을 알고 있다고 스스로가 착각하고 있는 경우가 대부분이다. 물론, 말로 표현하기 힘든 것들이 있다. 사랑하는 사람을 향한 내 마음의 감정 상태나, 무언가 모르게 기분이 나쁜 상황, 또는 분명 이상한 일이 생길 것만 같은 느낌과 같은 것은 말로 표현하기가 어렵다.

그러나, 지금의 문제는 말로 표현하기 힘든 감정에 관한 이야기가 아니다. 구체적인 문제의 핵심을 파악하고 있느냐 없느냐의 문제다.만약, 아무리 복잡한 상황이라도, 30초안에 명쾌하게 설명하지 못한다면 당신은 그 상황의 핵심을 이해하지 못하고 있다고 봐야 한다.

가끔 자신의 고민과 문제를 같이 이야기하고 싶다는 사람들을 만난다. 그들과 이야기해보면, 그들은 자신의 고민과 문제가 무엇인지 모르는 경우가 대부분이다. 아마 우리 모두가 비슷할 것 같다.

우리는 때로 너무나 많은 생각들을 하고, 아주 작은 부분까지 고려하며 자신의 머리를 혼란스럽게만 만든다. 그것이 실질적인 문제해결에 아무런 도움이 되지 않는다는 것을 알면서도 말이다.

복잡한 많은 문제들은 핵심을 파악하여 단순화시켰을 때, 효과적으로 해결된다. 핵심을 파악하면 문제를 명확하게 이해하게 되고, 문제의 해결 역시 하나의 키 포인트를 잡음으로 해결되는 것들이 많다.

이제 핵심을 파악하는 것에 관심을 기울여보라. 엘리베이터 테스트와 같은 것을 이용해서 말이다.

자신에게 물어보라.

-나에게 요즘 무슨 일이 일어나고 있나?
-내 주변에는 무슨 변화가 있나? 회사, 가정, 또는 모임과 같은 곳에서.
-나는 요즘 어떤 관심사를 갖고 어떤 일에 집중하며 생활하나?
-최근 나의 목표는 무엇이고, 목표를 향하여 나는 어느 정도까지 가고 있나?
 

이 질문에 답해보라. 답은 30초를 넘기지 말아야 한다. 10보다 더 큰 1이 있다. 그 1을 사람들은 핵심이라고 말한다. 당신의 일에서도 핵심을 찾아라. 그것이 모든 노력을 기울이는 것보다 더 가치가 있다. 자, 오늘은 엘리베이터를 타보자. 그리고 스스로 엘리베이터 테스트를 해보는 거다.

제공 : 코리아인터넷닷컴, 2003년 12월 05일

저자 : 박종하

Source : http://www.bobsang.net/board/edit.php3?table=reading&no=142&page=3&where=reading

The Elevator Test

In order to sell the solution to busy customers and executives, the consultant must be able to explain it in 30 seconds, the time it takes an elevator to reach the lobby. In order to do this, she will focus on the most important recommendations, no more than three, and their respective payoffs. She will have to save the supporting data for later in order to accomplish this task.

Source : http://growth-strategies.com/subpages/articles/064.html

Can you pass the 'elevator test'?

Check the clarity of your message with the elevator test. This exercise forces you to "sell" your message in 30-45 seconds. Imagine this is the situation: You have been scheduled to pitch a new idea to the head of product marketing at your company, one of the leading technology manufactures in the world. Both schedules and budgets are tight; this is an extremely important opportunity for you if you are to succeed at getting the OK from the executive team. When you arrive at the Admin desk outside the vice-president's office, suddenly she comes out with her coat and briefcase in hand and barks, "...sorry, something's come up, give me your pitch as we go down to the lobby..." Imagine such a scenario. Could you sell your idea in the elevator ride and a walk to the parking lot? Sure, the scenario is unlikely, but possible. What is very possible, however, is for you to be asked without notice to shorten your talk down, from, say, 20 minutes, to 10 minutes (or from a scheduled one hour to 30 minutes), could you do it? True, you may never have to, but practicing what you might do in such a case forces you to get your message down and make your overall content tighter and clearer.

Source : http://www.garrreynolds.com/Presentation/prep.html

The Elevator Test

Can you communicate what your organisation does, with the minimum words but maximum impact?

Try the elevator test.
 

-Who is the product aimed at?     [Customer segment]

-What problem does it solve?      [Problem]

-What category of product is it?  [Category]

-What is the key differentiator?    [Differentiator]

-What/who is the competition?    [Competition]
 

Source : http://www.resonates.com/aboutus/pj/elevator.htm  

Elevator Pitch Example

The term is typically used in the context of an entrepreneur pitching an idea to a venture capitalist or angel investor to receive funding. Venture capitalists often judge the quality of an idea and team on the basis of the quality of its elevator pitch, and will ask entrepreneurs for the elevator pitches to quickly weed out bad ideas and weak teams.

It is said that many of the most important decisions made on the floor of the United States’s House or Senate are made “within the span of an elevator ride” as a staff aide whispers into a Representative or Senator’s ear while they head down to the floor to cast their vote.

A variety of other people, including entrepreneurs, project managers, salespeople, evangelists, job seekers, and speed daters commonly use elevator pitches to get their point across quickly.

Elements of an elevator speech - elevator pitch:

An effective elevator pitch generally answers questions such as:

• What the product is.
   
• What it does for the buyer (e.g. the benefits).
   
• Who you are.

What’s your elevator pitch? Get ready to share it with the world! Details January 31, 2009.

Source : http://networkingeventfinders.com/elevator-speech-challenge/tag/self-introduction-example/

Elevator Pitch (Elevator Speech)

An elevator pitch (or elevator speech) is an overview of an idea for a product, service, or project. The name reflects the fact that an elevator pitch can be delivered in the time span of an elevator ride (for example, thirty seconds and 100-150 words).

The term is typically used in the context of an entrepreneur pitching an idea to a venture capitalist or angel investor to receive funding. Venture capitalists often judge the quality of an idea and team on the basis of the quality of its elevator pitch, and will ask entrepreneurs for the elevator pitches to quickly weed out bad ideas and weak teams.

A variety of other people, including entrepreneurs, project managers, salespeople, evangelists, policy-makers, job seekers, and speed daters commonly use elevator pitches to get their point across quickly.

Elements

An effective elevator pitch generally answers questions such as:

• What the product, service, or project is.
   
• What it does for the buyer, investor, or sponsor (e.g. the benefits).
   
• Who you are and why you will be successful.

Source : http://en.wikipedia.org/wiki/Elevator_pitch

Elevator pitch

An elevator pitch summary used to quickly and simply define a product, service, or organization and its value osition. The name "elevator pitch" reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes.

A variety of people, including project managers, salespeople, evangelists, and policy-makers commonly use elevator pitches to get their point across quickly. An elevator pitch may be presented in oral, written, and video formats.

An elevator pitch is often used by an entrepreneur pitching an idea to a venture capitalist or angel investor to receiveprop funding. Venture capitalists often judge the quality of an idea by the quality of its elevator pitch and will ask entrepreneurs for their elevator pitches in order to quickly weed out bad ideas and weak teams. Elevator pitches are also used in many other situations. Personal uses include job interviewing, dating, and summarizing professional services.

Your elevator speech should grab attention and say a lot in a few words. This speech should be so well crafted and applicable to any situation as it can act as an excellent introduction to others. You will need to refine it in order to be able to make it as powerful as possible. You also need to practice it over a period of time because the more you give it, the better it will become.

Source : http://en.wikipedia.org/wiki/Elevator_speech

Elevator Pitch  

Elevator Speech: 10 Speech Topics

Elevator speech tutorial with 10 speech topics, an outline and a checklist for a speech in for example a lift or other situations in which you have to come up with a compelling mini-speech about you and your business.

First: why is this kind of public speaking called elevator speech? Well, because it gives you the opportunity to explain what your company does, and what it means to an investor or customer in the time it takes in a lift to ride to the floor of destination. Therefore this business speech is:

• absolutely not longer than 25 to 30 seconds
   
• or - in words - approximately 80 to 90 words
   
• or - in sentences - 8 tot 10 sentences

The goals of this type of speech presentation - a special form of the self-introduction speech - can be:

• to gain new clients or customers
   
• to build new professional and personal relationships
   
• to increase your influence

Fulfill these personal and business goals at an event, a conference or gatherings and networking meetings. And memorize your speech by heart.

A SAMPLE ELEVATOR SPEECH OUTLINE

These 10 speech topics will help to write a carefully planned and prepared presentation that grabs attention and says a lot in a few words.

This format suggestion helps you to avoid creating a sales pitch. Use each idea to write one short powerful sentence.
 

ABOUT YOU


1. Smile to your counterpart, and open with a statement or question that grabs attention: a hook that prompt your listener to ask questions.

2. Tell who you are: describe you and your company.

3. Tell what you do and show enthusiasm.

WHAT DO YOU OFFER


4. Tell what problems have solved or contributions you have made.

5. Offer a vivid example.

6. Tell why you are interested in your listener.

WHAT ARE THE BENEFITS


7. Tell what very special service, product or solutions you can offer him or her.

8. What are the advantages of working with you? In what do you differ from competative companies?

HOW DO YOU DO IT


9. Give a concrete example or tell a short story, show your uniqueness and provide illustrations on how you work.

CALL FOR ACTION


10. What is the most wanted response after your elevator speech?

     Do you want a business card, a referral or an appointment for a presentation after your elevator speech?

OTHER BUSINESS QUESTIONS

These are other points, questions and business subjects you could ask yourself:

• Who is your target?
   
• How large is your market volume?
   
• How do you make profits?
   
• What are the background, major milestones and achievements of your team?
   
• Who are your competitors, how do they solve a problem?
  
  What is your strenght and advantage compared to them?
  
  What is your Unique Selling Proposition?
  
  Are there special patents or technology?
  
  Do you have a special approach in client management? And so on.

CHECKLIST FOR FINETUNING
 

STEP 1 : First write down all what comes up in your mind.

STEP 2 : Then cut the jargon and details. Make strong short and powerful sentences. Eliminate unnecessary words.

STEP 3 : Connect the phrases to each other. Your elevator address has to flow natural and smoothly. Don't rush.

STEP 4 : Memorize the key points and practice your talk.

STEP 5 : Have you really answered the key question of your listener: What's in it for me?

STEP 6 : Create different versions for different business situations of your elevator speech.

Source : http://www.speech-topics-help.com/elevator-speech.html

The Perfect (Elevator) Pitch

One of the most important things a businessperson can do—especially an owner or someone who is involved in sales—is learn how to speak about their business to others. Being able to sum up unique aspects of your service or product in a way that excites others should be a fundamental skill. Yet many executives pay little attention to the continuing development of "the elevator pitch"—the quick, succinct summation of what your company makes or does.

That's too bad, because the elevator pitch—so named because it should last no longer than the average elevator ride—is far too important to take casually. It's one of the most effective methods available to reach new buyers and clients with a winning message. True, you may not actually be doing the pitching in an elevator, but even if your meeting is a planned, sit-down event, you should still be prepared to capture your audience's attention quickly.

Keep It Fresh

Every business grows and changes, and your pitch needs to grow and change with it. You can have the most creative logo, the slickest slogan, the most dazzling brochures, and the most cutting-edge Web site, but if your elevator pitch is out of date, you're missing one of your most important opportunities to "brand."

You know your business better than anyone. How are you keeping abreast of the latest ideas? What continues to set you apart from your competition? How can you speak about your record of quality goods and services and make it relevant to your future plans?

As your audience's needs and expectations change, make sure you change the way you speak about your business. Your language, your approach, and what you choose to highlight for a particular audience has got to change over time.

For instance, what has worked in years past with print and broadcast audiences could bore an online audience to tears. You wouldn't think of not updating your other sales and marketing materials, so why would you let your elevator pitch grow stale?

Knowing your business, product, service, or issue well is one thing, but how do you convey excitement and spark interest to those outside your organization? What do you highlight? What do you leave out? And how do those choices change with your audience?

Always Be Prepared

In the early days of my executive coaching firm, I'd worked out an elevator speech with three quick points about what set our training services apart. It was working well, and I'd gotten comfortable, perhaps too comfortable, with using it.

One day, I won a brief introduction to a client in an industry we hadn't trained in before. After my standard elevator speech (in a hallway this time), this decision-maker smiled and said: "Frankly, lowest cost isn't necessarily our highest priority. I'd need to know a lot more about how you might add value to our existing efforts at training, not just your cost—and you'd need to convince me your firm could handle something we don't already offer our type of demanding professional."

He disappeared before I could recover. I didn't have another chance with him for almost a full year. When that time came, I'd made sure to learn all I could about the training his company already had in place and the precise value we could add to existing efforts.

I'd already taken the lesson to heart: Adjust the pitch to the person who is listening, and refine it as you and your business continue to grow and change. It worked, and we've since been able to win that valuable account and many others in the same industry.

I've been on the other side of the less-than-perfect pitch, too. At a conference, a young businesswoman approached me to introduce herself and her Web-building services. She was eager and confident, but after a few minutes of hearing about her competitive pricing, her creativity, and a few of her clients, I said: "Well I hear from a lot of design services, and it's hard to tell the real differences between you. What do you think really sets your work apart for someone like me in a services industry?"

The question obviously caught her off-guard, and she admitted she didn't have an answer. An honest answer, but not a first impression that achieved her goal of getting a second meeting.

Continually perfecting the elevator pitch ensures that you are always able to put your best foot forward as your business grows and changes and your client base expands. Click here to view our slide show of tips for developing that "perfect pitch."

Source : http://www.businessweek.com/careers/content/jun2007/ca20070618_134959.htm

Elevator Speech
 

Definition: An "elevator speech" in regards to internship and job searching includes a 30 second overview of an individual's knowledge, skills, and accomplishments. The term comes from the time it takes to complete a normal elevator ride from the top to the bottom floor. An "elevator speech" is an opportunity to get your point across in a timely manner; namely, who you are, what you've accomplished, and where you hope to go in the future.

It is a short speech that is worth memorizing. In the timespan of 30 seconds you can let those you come in contact with know what your skills, interests, and future goals are as they relate to internships and jobs.

"Elevator speeches" are used as a marketing tool since they are a way to let those you meet know where you've been and where you're hoping to go in the future. Realizing the importance of each and every personal encounter you make can often spell the difference between success and failure in securing the ideal internship or job.

Sample Elevator Speech:

"Hi, my name is Mary Jones. I am currently a sophomore student attending ABC college. My major is in business with a minor in art. I have volunteered with the student credit union throughout my first and sophomore year at college.

Last summer I completed an internship with The Museum of Modern Art, and I'm hoping to find an internship in finance this summer in the Boston area. I have always had an interest in art and I'm also finding that I have a knack for business. In the future I'm hoping to combine these two very diffent disciplines and find myself a career that includes them both."
 

Source : http://internships.about.com/od/networking/g/elevatorspeech.htm

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