“Good morning, early appointment?” asks the person in the elevator with you on a journey to the 104th floor of the Freedom Tower. The first thing you need to know is that the Freedom Tower is in New York City and the person who struck up that conversation is probably not a native New Yorker. We just don’t do that.
If you traveled up the Freedom Tower to the 104th floor it wouldn’t be enough time to tell someone riding with you all that you do for a living. Chances are whatever you say will diminish your value and probably your professional image. That elevator trip does 104 floors in 60 seconds non-stop but, if it did stop on every other floor, you might, just might, have enough time to give what some people call “your elevator speech.”
If you attempt to tell a person what you do for a living in a condensed paragraph, today’s professional consultants have a problem. While many in our industry have scaled down what they do, most distributors and promotional agencies serve many different needs and markets. We have experts in corporate safety, fund raising, employee recruitment and retention, wellness, etc. You do so much, in so many applications, it is difficult to condense. Some occupations are immediately understood in an elevator... I’m a brain surgeon, I’m a lawyer, I’m a sanitary engineer, a waiter, waitress, cook, nurse, etc. What are you? Not so easy.
When you say “ad specialties or promotional products,” in their mind, it may put you in a commodity sales job, or might be monikers many people simply don’t recognize. How often do you clarify ad specialties and promotional products by giving examples: “you know, branded apparel, caps, pens, calendars ... items with a logo.” Warning: you probably don’t want to be considered a “trinket” or “tchotchke” sales rep. If you go with the newest trend “branding specialist,” does it not negate what you do in HR, education, fund raising, membership development, incentives, recognition, etc.?
To focus your response, it is best to ask the other person, “May I ask what you do?” With that information, you should be able to offer a more specific response and tailor your response to the other person’s business and function.
When a person tells you he or she is a real estate broker, they don’t say, “You know, colonials, ranches, bi-levels, etc.” Other than adding commercial or residential, we know what they do.
Why do we often describe what we do by the products we sell? Why do we, most often, highlight our biggest volume area (branded products) at the expense of other services? I submit, for your consideration, a different approach, a different response that can raise the bar for our industry’s image and yours. More than that, it has a better chance of triggering a relationship with the person who asked. Just look at their eyes and body language for a signal as you deliver your “elevator speech.”
“Thank you for asking (not what a New Yorker might say, but appropriate). I work with all kinds of businesses and organizations on their two key assets... people: their clients and employees. I help with appreciation programs for employees, customers, donors, members, volunteers, etc. I do brand reinforcement for any message they need to communicate, internally or externally, I am a motivation specialist working with employees or customers to get them to do what my clients want them to do. I assist in educating the public and staff. I help clients in building and executing recognition programs for a job well done, for loyalty or special accomplishments. We are a marketing and promotion agency with a strength in branding and communication.”
Everything said falls short of selling, but is very telling in professional image terms. It covers a lot of ground with key buzz words that can get a nod or glimmer in the eye of the listener. It focuses your service on working with customers and employees. It generally elicits more questions allowing you to drill down to the specifics.
Okay, it’s a mouth full, but to identify yourself in a more confining way is a disservice to yourself. Professionals in our industry have value beyond simple descriptions. If you look at the job description of an industrial psychologist you will realize that, without the formal training and a degree, you fit the role of an industrial psychologist as you attempt to work with their people. Imagine that, you’re a psychologist.
I guess my issue is that there is no single elevator speech, no single answer to the question, “What do you do?” My late mother got comfortable sitting with her circle of friends who said, “My son the doctor,” “My daughter the lawyer.” My mother simply said, “My son the businessman.”
The take away... when asked what you do, the answer should be how you want to be perceived in the mind of the person with whom you are talking. The answer should not stereotype you or your company.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds "I was a distributor." He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor Magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.