Do You Have an Elevator Picture?
Andy Horner Monday, June 13, 2011 at 11:55AM 
You're at a networking event, at a restaurant, or actually on an elevator and you bump into someone new. Does this sound familiar?
"Hello, my name is [Your Name]."
"I'm Susan."
"Nice to meet you, Susan."
"Likewise. So, tell me what you do?"
Cue your elevator pitch, right? Hang on a minute there! Before you launch into it, consider this:
Business people are just like real people with suits on - they have been upgraded with eye, ear, brain, and thumb bionics by the techno-surgeons Apple, YouTube, Twitter, Hulu, Nintendo, and DirecTV. The calm multi-taskers of yesteryear are now frenetic info-inhaling, media-gobbling poly-taskers. Words alone are too 2D for them.
So how do you capture Susan's interest before the elevator doors open?
It's time to upgrade your pitch with an "elevator picture" so you can respond with "It'll be faster for me to show you."
What is an elevator picture? It's the graphics and visuals that enhance your word.
Use diagrams, charts, video, illustrations and photos to help Susan draw relationships between data and concepts. For instance, if you sell a new type of residential window with superior insulating technology you can say, "I sell an innovative window with high-performance insulating seals that can lower energy bills by 50%." Or you can show it.
Your words alone - just like the other billion pitches blasted at your customers like marketing nutrinos - pass through with no impact. They open the flood gates to a ten minute Q&A session your prospect doesn't have time for.
But if you could show an explicit, cross-sectioned visual of the new window technology with materials referenced, statistics stated, and the manufacturer logo brightly emblazoned, you answer dozens of questions in seconds.
An elevator picture is worth a thousand words of an elevator pitch. Words are forgotten. Images are indelible. By adding imagery to your pitch, Susan won't forget your message.
Here are 10 tips to show and tell by adding an elevator picture to your pitch:
1. Get an iPad. Don't be afraid. It's not the devil's window. It's a powerful, portable display that enables you to always have your visuals handy. Flick to move between slides. Tap to play video. Pinch to zoom into details. Can't afford one? Use a $30 digital photo frame. You can load all your visuals and click between them or set them up on their stand at your trade show booth.
2. No small text. If you're creating an illustration, use large text about the height of a Skittle (30 points).
3. Remove unnecessary detail. The best visuals are those with simple images and very little text. Strip out all but the essential information.
4. Use comparisons. Use a picture comparison between the competitor's product and yours. If you sell grass seed, show your turf compared to the patchy result of your competitor.
5. Use statistics. If your product yields a 50% savings, state that in huge text right next to your graphics.
6. Use testimonials. Add a short, one sentence customer comment to your graphics for greater impact.
7. Don't be cheap. Salespeople are notorious for wanting to cut corners and go the cheap route. Don't scrimp. Your elevator picture will only impress if it's professional.
8. Hire the best local designer. Don't use your nephew in high-school. Find the best professional in your area and pay their ridiculous fee to get the best illustrations or graphics you can afford.
9. Use a crowd sourcing service. Don't know any local designers? Use a web service like www.crowdspring.com. Provide a thumbnail sketch and detailed description of the graphics you need. You'll get dozens or hundreds of submissions. Pick your favorite. Pay. Done.
10. Buy stock photography. Use www.fotolia.com or www.istockphoto.com to get affordable, high quality photos and graphics - $3 to $5.
Reader Comments (21)
It's great advice. Show, don't tell...always creates a lasting impression.
What a great idea, I could walk around with a breath-taking picture of Tahiti or Anguilla and say, I help people vacation here.
Andy, I'm feeling this. What a great idea for an association gathering or a bridal show for us. Just have to get someone to help me with the storyboard and we will create a masterpiece thanks to you. Tom
That's a wonderful and creative idea, Andy. I could use it to show the latest great web content page I've written and developed for a client. Rats! I really didn't want to buy an iPad either ...
Devil's Window - I'm going to trademark that.
Guys - AWESOME ideas and responses. A travel agent with photos on their iPad of all the places they've sent clients - BRILLIANT.
Tom, carve out a week and get it done. It would do so much for you to be able to have such a presentation handy!
Katherine - I love the idea of you having the latest examples handy - the bright screen on the iPad would make your examples sing.
Thanks Andy, one point of clarification I have never been nor will I ever be a travel agent, I am a travel genie because I make Travel Dreams Come True. ipad just got a few more customers.
"Travel Genie." That's SOOOO much better than travel agent. Love it! Only 1 thought - to push the genie metaphor further, isn't it that you make Travel Wishes Come True?
[Andy's inspired by Ken]
Now, if only my pants had an iPad sized pocket...
Adam - They may not have iPad pants yet, but you could totally geek out and get an iPad vest - http://www.scottevest.com/company/ipad.shtml - just saying...
- Andy
AWESOME advice! Will implement asap...
I have one suggestion for a site to get stock photos... www.dreasmtime.com
I've used several sites, but this one gives me everything I need, AND I usually get the images for just $1.
I use the Extrasmall size most often, since I only need the 72dpi for my site. MOST of them are just $1, some are more, but the variety is HUGE.
This article inspired me to make sure my own website is easily accessible in my bookmarked pages on my iPhone. That way, when people ask me what I do (Learning Toys, my 1st project is Fine Art Puzzles), I can show them in less than 10 seconds.
Like the saying goes, I hear & I forget, I see & I remember...perhaps this will make my company more memorable to those I meet
One of my District Sales Managers came to me with this idea a couple of months ago, and we are going to implement it as soon as we can get quality content for it. The displays are so crisp that the old web site graphics are unacceptable! Need HD photos for it without a doubt.
Great post Andy - I use my iPad for this and for playing videos for folks as well. I also use my Mobile Business Card. I just have them text Gene411 to 90210 and they get sent a text version with links to a mobile landing page if they have a smartphone. This works great for the times when I don't have my iPad with me. Ain't technology wonderful! :)
Technology is fantastic! I think video is going to get easier and become one of the best, most widely used ways of communicating with customers. Texting has just recently got my attention... All these tools are just babies aren't they?
Great idea, already have the iPad and hadn't considered some of these, I'll get it rolling immediately.
Now if I could find an iPad holster I'd be set.
...and the fun thing about your ideea is that you can use any other tablet on the market. But the ipad is way way easier to implement and the display quality is awesome.
As a professional speaker and speaking coach I am always teaching my clients to use visul descriotive words and be visual. In fact, my logo alone is uaully a great opener.... But I am stuck... Do I show pictures or videos of me on stage (conceited isn't it?) or show me with a client... Hmmm. Stuck on what to SHOW with this one... I will have to think on it.
This is great advice but I also recommend speaking in pictures (which is where I thought Andy was going with his advice). There's a book out there called "Made to Stick" that changed my use of words. Talking about what you do with objects, anecdotes or strong feelings in your language will vastly improve how you are remembered.
For example, my topic is Patriotic Development™ which I define as helping people solve the "big problems" in life with the success of other people as their legacy. It's a very "...what can you do for your country" kind of concept. See that? I used a portion of a well known quote right when you weren't looking. Anyway I wish I wrote this book: http://www.madetostick.com/
Eavemaria hombre!! This is great!!
Thank you very much for creating so much value with your constant teachings. I don't know if you understand how much easier our professional lives get with lessons like this.
God bless you,
Carlos H. Sepulveda
Having something in hand to show people is an awesome concept! I use my Android phone to show videos. If a picture says a 1000 words, and video is worth a million.