This document provides guidance on developing an effective elevator pitch. It advises focusing on a specific customer and their problem or need. It also recommends highlighting your unique strengths and how you are better than competitors. You should explain what makes your approach different and why those differences matter to customers. The pitch should describe your offerings and benefits in a way that solves the customer's problem. It concludes by emphasizing the importance of a strong call to action and practicing delivery without memorizing word-for-word.

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Marc Parham, Radio Show Host, MC/Speaker, Infopreneur
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Unique Selling Proposition

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A few rules to follow:
• Show why you’re more skilled, more unique, more
qualified, etc.
• Show why you are different than your competition
• Show the one thing about your company that you excel
in
• Give proof that you are the best choice
• Only make statements you can back up.
• Focus on how it benefits the customer!

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Step 1: What are your top 3
strengths?

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Step 2: How are each of
your strengths better
than your competition’s?

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Step 3: What’s different about
you?
Look at your education, process,
guarantee, offer, background,
Experience, who you work with, etc.

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Step 4: For every statement you listed in Steps 1-3,
ask, why they are important to your customer.
What is going to
motivate you
customer to buy
from you.

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Personalize Your Pitch
• If you can’t say it in 60 seconds, you have a problem.
• Start your speech with a person (or business, or
organization) in a situation
• Jane Smith wants to do her own business plan. She knows her
business and what she wants to do, but wants help organizing the
plan and getting the right pieces together. The plan needs to look
professional because she’s promised to show it to her bank as part
of her asking for a loan

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Sell Yourself
• In the next part of your elevator pitch, address ‘why you’? Why your business?
The CAPBuilder Network Group has dedicated itself to business
planning for more than 20 years. Its founder is one of the best-
known experts in the field. We have developed the online tools and
coaching programs that will help you prepare the right type of plan.
We coach you when you are available by using technology to help
make it easier and convenient for our customers.
It’s not what’s great about you, but rather, what about you lends credibility to your ability to
meet the need and solve the problem.

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Sell Your Offering
• Describe one or two unique benefits of your business offering.
• All of our business plan tools are online along with videos, podcast and other
things to help your learn how to develop you plan at your time and pace.
• We provide virtual coaching when you are available so you can manage your
time with us better.
• We should be able to see clearly how this meets the need or solves
the problem.

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Finish Strong
• Your closing depends on the context. Be clear about what you want.
• Your closing depends completely on context. What do you want from
the person or people you’re talking to?
•If you are REALLY ready to write your plan, contact
me for a FREE Coaching Session where I will show
you how easy it will be…

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Nail Your Delivery
• You need to make points, not memorize a speech. Know your points,
and their order
• The moral: please don’t memorize your elevator speech.
• Not ever. It just doesn’t work. It’s at least 10 and maybe 100 times
harder than knowing it thoroughly and rehearsing it well without ever
trying to get the exact same words twice.
• You need to make points, not memorize a speech. Know your points,
and their order.
• If you dread it, relax, it’s not just you; but take a deep breath, slow
down, and enjoy it.

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The Elevator Pitch
• Personalize Your Pitch
• A clear, compelling business pitch starts with a person and a problem. Who are you
going to help?
• Sell Yourself
• Why you and not the other guy? What is it about your skills, experience, ideas, and
approach that will make it all work?
• Sell Your Offering
• This is the heart of your pitch: what do you offer, how does it solve the problem or
address the need?
• Finish Strong
• Seal the deal with a strong finish and a compelling call to action. This is standard sales
work: it’s time to ask for the order.
• Nail Your Delivery
• Worried about choking? Practice your pitch until it’s solid, outline your main points,
don’t memorize.

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