A key initial and step in driving or improving your sales team’s effectiveness is ensuring all the tools are sharp in the selling toolbox. Start this process by ensuring you have a strong Unique Value Proposition (UVP) and a clear and concise Elevator Pitch that your sales team can use to prospect and also differentiate your solution during a sales cycle.
This is one of the first fundamental tools that your sales team must have and it should help them sell better. If the Unique Value Proposition is not very strong and if the Elevator Pitch is not as good then your sales team will struggle and you will have a sub-optimal Win Rate. As a CEO or CRO or a VP of Sales, if you are looking to improve your sales, start by improving these two items in the overall selling toolbox.
Also, it is important that the CRO (or the VP of Sales + VP of Marketing) continually reinforce these concepts for the sales team (especially during training and coaching) on these key elements:
- Complete Market Positioning which includes the MAP
- Unique Selling Proposition (i.e. Differentiation)
- Unique Value Proposition
Here are two simplified definitions of a UVP and an Elevator Pitch and I also include a more detailed slide deck below.
What is a Unique Value Proposition?
- A Unique Value Proposition is a statement about the “Value” – clear, simple measurable, and demonstrable benefits stated as positive outcomes or results and how these are different and unique in your industry – that your customers will realize from using your product or solution
What is an Elevator Pitch?
- An elevator pitch is a short statement and a description that clearly explain what the company does in an interesting way to attract prospective customers and stimulate a further conversation (it’s used a lot in sales during sales prospecting or introductory meetings and it is also used in marketing in varying descriptions in product collateral or on the website)
Below I am attaching a deck I for training sales (and this also helps align on these concepts with marketing) – it also includes several templates to help companies define and develop these.