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Stapleslink.com is Staples' business-to-business Internet ordering solution. With Stapleslink.com, you can order supplies electronically from your computer anytime. The site provides immediate access to over 30,000 products, with new additions daily, at OSBO members discounted pricing! 

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©PassKey Strategies 2011 www.PassKeyStrategies.com

   Is Your "Elevator Pitch‟ Costing You Business?

   5 Keys to a Business-Generating Value Statement

   By Larry Warnick

  Is there a small business owner who isn’t struggling to connect with the right customers faster and more consistently?  Standing out in the crowd with limited marketing resources is a big challenge for service-oriented business owners in    highly competitive markets.

Shifting marketing tactics that emphasize social media and Internet advertising offer a promise that we will be able to cast a bigger net and reach a much broader audience with a few key strokes. If it was only that easy!

If getting and keeping loyal customers are the goals of your business, then the first point of contact should be delivered in a way that begins to establish value, credibility, trust, and authenticity. Your answer to the question “What do you do?” is generally the first step. View your answer, and the business it leads to, as a critical-path component of your business strategy.

Unfortunately, the “What do you do?” answer from many business owners is an elevator pitch that comes across as either a sales sound bite, or as an utterly forgettable 2-minute run-on sentence starting with “What I do is …(blah blah blah)….” By definition, these are designed to “pitch” a sale, and people don’t like to be pitched.

The important thing to note is that all loyal customers and strategic partnerships begin with a compelling „elevator statement‟ that begins to establish value, credibility, trust, and authenticity. The key question is do you have:

An elevator pitch that tends to alienate people?

or

Or a value-based statement that sets you apart and begins to establish value, credibility, trust, and authenticity?

If you use the same 15- or 30-second pitch across the board, and generate more than your share of blank stares when you give it, you may be guilty of “pitching” and not engaging your audience.

So what are the first steps to delivering a more compelling statement that packs more “wow” and attracts the right prospects and partners to you? Here is a checklist of five key questions to ask yourself:

1. Are you “pitching”, or are you engaging in the first step of a win-win relationship?

Think of your first interaction with prospects or potential strategic partners as a make or break event. Their decision to invest time and interest in you is largely dictated by the way you communicate value, credibility, and trust in that first minute. Performing badly with an elevator pitch that misses the mark or is perceived as insincere will guarantee lost opportunities. ©PassKey Strategies 2011 www.PassKeyStrategies.com