Practice your elevator interview

A Mister Richard Fayner from Ft. Lee NJ recently asked,

"I have a concept for a medical device for which I am currently doing research. I am having difficulties in contacting medical workers directly. Any help in what actions I should take would be incredible."

Well, I'm no Roseanne Rosannadanna.

I know it's hard to do customer discovery during the time of COVID, particularly since people can't understand what the heck you are saying through your mask and everyone is encouraging everyone else to stay away from each other.

But, here are some ideas:

1. Be sure you pick the right person to approach. Where are they in the value chain anyway? What is their persona as part of the buying group?
2. Make a video that is no longer than 3 minutes explaining the problem you are trying to solve and how
3. You've already been told a million times to practice your elevator pitch, Now you will have to practice your elevator interview. Learn how to pick someone's brain. What is the single most important question you want to be answered from the CEO of Medtronic, Pfizer or Google in the time it takes to get to the 13th floor? The good news is you will probably have the elevator to yourselves. That is, if their building is still open. If not, then ask on Zoom but make it quick. Your internet will probably go down in a few minutes anyway.
4. Sign up for free webinars being offered around the world and follow up with the people you see there.
5. Join the appropriate Linkedin groups
6. Apply to an accelerator or incubator with domain experts
7. Find a connector that can help introduce you to someone
8. Offer to give someone something in return for spending 10 minutes with you (So you really can't afford a $5 dollar Starbucks card? Really?)
9. Always end the interview with 1) "Thank you very much", and 2) "Is there anyone else you can introduce me to whom you think I should talk to ?"
10. Pick up the damned phone. Reach out and "touch" someone.

It just goes to show you. If it's not one thing it's another. Or, just the same thing over and over again.

Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs