All activities in support of formulating and communicating the value of the firm's offering to the target market in support of current and future sales.

Creating Distinction in a Competitive Marketplace

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Scott McKain

The more I research it, the more obvious it becomes. Bad businesses – regardless of the industry or size, from Wall Street to Main Street – do not have customers who are raving fans. How do you connect with customers in a profound manner, regardless of the size of your business? You have to create distinction in your marketplace.

Land Your Next Sale in 30 Seconds: A Few Tips For Your Elevator Pitch

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Paul Jarrett

I know a nice guy who owned a small beverage company. When I asked him about his company, he would ramble for 10 minutes and end up summarizing his company by saying it “provided the correct beverages based on its users’ location... like a geolocation app for beverages”. What he should have said is “We’re a beverage company focused on getting the right flavors to the right audience based on where they live in the U.S.”

Elevator pitches or sound bites?

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Jodi Pliszka

Having spent three months on location in California filming ABC’S AMERICAN INVENTOR TV SHOW, as a Top Finalist, I learned that finding the words to present your ideas in a concise, exact, dynamic fashion is crucial for all business owners. It is best if you have a story behind your product, since that is what will draw in your audience best.

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