1 | 2013 NIB/NAEPB National Conference and Expo

2 | 2013 NIB/NAEPB National Conference and Expo

Breakout Session

The Elevator Speech: Articulating Your Value

Proposition

Ruth M. O’Brien

3 | 2013 NIB/NAEPB National Conference and Expo

Articulating Your Value Proposition

Create an ‘Elevator Speech’ that distills all the complexity of the value you provide into an easy-to-remember phrase that your client can easily grasp.

Who Who are you? What is important to your business that may be important to

your prospect? What

What is your Value Proposition? How can you help the prospect’s business?

Why Why Your Agency? What makes you special?

4 | 2013 NIB/NAEPB National Conference and Expo

Who Are You? Mission History Location(s) Key People (Background, Experience) Values For a specific prospect

How did you get introduced or become aware of each other?

Do you know any people in common? What is important to your business that may be

important to your prospect? (Common Values)

5 | 2013 NIB/NAEPB National Conference and Expo

What is your Value Proposition? A value proposition is a short statement that tells your prospect why they should buy from your organization. It is focused on outcomes.

What is your Value Proposition? Products/Services Capabilities Outcomes

How can you help the prospect’s business? Solve a Problem Unique Innovation or Approach Increase Revenue/Lower Cost

6 | 2013 NIB/NAEPB National Conference and Expo

Why Your Agency?

Why Your Agency? Leadership, Expertise, Location, Value

Proposition, etc.

What makes you special? Value, Mission, Connection Points

7 | 2013 NIB/NAEPB National Conference and Expo

Crafting the Elevator Speech

Sample Template

Our: [Name of Organization, Special Attribute]

Provides a : [Define Offering]

To Help: [Customer Segments]

[Solve a Problem]

[Unique Innovation/Approach]

Determine How Many Floors You Want to Go Up

Make it Your Own