Blog | February 6, 2023

Elevator Pitches, Value Propositions And Positioning Statements!


By Perry Rearick, Chief Editor, Follow Your Buyer


I used to attend tradeshows a lot, big ones with thousands of attendees, hundreds of booths, and even marching bands to kick them off.

One of my colleagues and I travelled together regularly, and each day began with an elevator ride down to the hotel lobby to review our meeting plans over breakfast. We engaged in a fun activity of practicing our elevator pitch while riding in the elevator, silly perhaps, but a great way to start the day and it helped us refine our pitch.

Over time, we learned to speak less about ourselves and more about our customers and how they benefitted by working with us.

I forgot to mention that we were rarely alone in the elevator. As our “pitch” became less pitchy and more about our customers, we discovered that our fellow elevator occupants, also attending the tradeshow, would engage in conversation, ask us questions, and often want to exchange business cards.

If it worked in the elevator, why wouldn’t it work in our marketing collateral? It does!

The most important ingredient missing from too many of our B2B elevator pitches, value propositions and positioning statements is, you guessed it, our customers!

I encourage you this week to consider how you explain what you do, the value you deliver, and your position in the market. Is it mostly about you? Or is it about your customers and how their lives are better for working with you?

I hope you have a great week!