You're coming back from lunch, you step on the elevator, and right before the doors close, the VP of Marketing steps on. You don't know her, but you want to. You have 30 seconds to make an impression. Are you prepared for this moment? Even as a confirmed introvert, I used these five tips to turn chance meetings into an extensive and engaging network and win fantastic career opportunities.
#1 – Give an Introduction Full of Anchors
A well-crafted introduction can convey all of the essentials in a matter of seconds. 'Hi, I'm Nile' doesn't give the person something to respond to in return other than 'hi.' Your introduction needs to include anchor information to provide context. 'Hi, I'm Nile Harris, the team leader on XYZ project reporting into Jane Jones in the Western Division.' Now, the VP has context with which to place you in the organization, and hopefully, she knows Jane Jones.
#2 – Create a Connection
Did you see the VP of Marketing speak at an event? Or is she working on something you have an interest in? My two go-to connection strategies are saying our paths have crossed, directly or indirectly, or saying we have someone in common. 'Our paths crossed briefly at the marketing summit last year, where you talked about the new branding strategy for the Eastern Division. I enjoyed hearing about your perspectives.' This approach is great because it immediately creates common ground from which to have a discussion that isn't about the weather.
#3 – Drop Your Resume
If you only have 30 seconds, you don't want to give away that precious time to small talk. The key is to get in front of them later when they have more time for a detailed conversation. Use the connection you just created. 'I've been leading the XYZ project for six months. We've been successful at boosting sales by 30% and staying under budget. But after hearing your talk, I've been considering if a rebranding effort would help us as well. I've been in marketing for five years and I believe I have the skill set to take this on.'
#4 – Pause for the Cause
While you don't want to turn the floor over to them because you only have few precious moments, you do want to let them get a word in edgewise. Pose a question without breaking the flow. 'I recently read ABC book on rebranding, have you read it?' You want them to know you are interested in what they have to say. Side note, you should legitimately be interested in what they have to say. Please don't use it as an opportunity to waste their time. Most executives expect the elevator pitch, but it's still frustrating when someone talks at you. Interested people are interesting.
#5 – The Call to Action
The idea isn't to sell someone on you in 30 seconds; the purpose is to sell them on giving you a meeting in which to sell yourself. End the interaction with an ask. 'Again, I thought the work you did on the rebrand was powerful. I would love to hear more about the strategy and key learnings. I'm sure your schedule is packed, would you be open to a 30-minute one-on-one in the next few weeks?"
If the answer is yes, ask if you should reach out to their assistant directly or send a reminder email. Don't get frustrated if they say no. Simply ask, 'Is there someone on your team you recommend I reach out to who helped lead this effort with you?'. That person is probably a gate-keeper. If you get past them, you will probably be able to meet with her. Of course, be sure to follow up after the meeting. It's a two-way street, be sure to offer something interesting in return such as a key article or news on an upcoming event.
Put together your 30-second elevator pitch, then practice it, but you want your tone to come across as natural and authentic. Once you are ready, put yourself in a target-rich environment by attending events where you will cross paths with people you want to meet to increase the likelihood of a chance meeting.