What immediately came to my mind when I read today’s Daily Prompt was “The Elevator Pitch”. You hear this phrase a lot in those professional development courses and all the leadership and sales seminars that dot the calendar year after year. The gist is you’re in an elevator with a stranger. That stranger is a potential client. What do you say in 30 seconds or less that will grab their interest and make them want to hire you, purchase your product, whatever? It can be incredibly stressful to think about, especially for architects. I mean, really, what the hell does an architect DO? Most architects couldn’t tell you in 30 minutes, never mind 30 seconds. But I’m going to give it a shot. So, here is my “archi-vator pitch” (that phrase is now copywrite by me).
Note: do not ride up and down the same elevator all day trying to either a) practice your archi-vator pitch or b) try using your pitch to get clients. people might get the wrong idea if some creapy guy/gal is spending all day in an elevator.
Alright, in 30 seconds or less, the pitch should go something like this:
The elevator doors open and a unfamiliar person steps on riding up a few floors down from where you’re headed.
Architect: “Hey there. Good morning/afternoon/evening. How are we doing today?”
Always smile and make the first move by engaging them in a simple greeting. Make eye contact.
Victim New Friend: “Hey there yourself. Not too bad. And you?”
It’s almost universal that the average person will at least return a salutation with the same right back. This now opens you up for real conversation.
Architect: Hey, can’t complain. Headed on up to meet a client to talk about their house/office renovation/general archi-project. It’s a good start to the day.
New Friend: “Oh, so you’re an architect? So what exactly do you do for your clients?”
This is an ideal situation. Most times you’ll need to find your own way to work this into a simple and quick conversation.
Architect: Well, more than just providing drawings to a client in order to build a project, it’s my job to be an advocate for my client. In short, it’s my job to make sure that my client’s wants, needs, desires and budget are all met on a project. Plus I get to make sure that not only does their project function the way they want, but also that it is a solid investment for them in the future, whether that means resale or adapting a building to a new use.
This is my own “short version” of a pitch. Yours should be tailored to what you think you do best and bring to the table for your clients.
New Friend: “Man, that’s fascinating. I imagine you really love what you do. I’ve never really thought about hiring an architect before. My wife/husband and I usually just try to find a good contractor for small additions and renovations.”
Architect: “Well, here’s my card. The next time you think about doing some work on your home/business give me a call and lets talk about it.”
New Friend: “You know I just might do that. This is my floor. Great talking to you.”
Architect: Same to you. Take care.”
Architects are service providers. By default we have to be people people. We have to be able to engage anyone in conversation and show almost immediately why we’re valuable. This is key to the success of any business, but more so for architects. And you’re pitch is your first impression. It should be genuine, unrehearsed and above all confident.