1. 1| 2013 NIB/NAEPB National Conference and Expo

2. 2 Breakout Session The Elevator Speech: Articulating Your Value Proposition Ruth M. O’Brien

3. 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. 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. 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. 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. 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