Pitch vs. Positioning: Knowing the Difference Can Make All the Difference

If you're a salesperson, you're likely quite familiar with the idea of an "elevator pitch." It's a simple concept, really, whose general idea is to prepare you to succinctly–and with punch–answer the question, "What do you do?"

In my career, and very likely yours, having a good, well-thought-out answer to that question has led to new business. Having a great elevator pitch is a key component to making a business successful. But one thing that an elevator pitch is NOT is a positioning statement. They are very different beasts and, quite often, they're things that many salespeople confuse. Knowing the differences and how to use each to their greatest strengths can make all the difference in the growth of your business.

An elevator pitch tells people what you do. A positioning statement tells them why they should do it with you.

It's a subtle difference, but that difference is a critical part of the sales process. When deployed properly, an effective positioning statement does far more than help you make a sale; it carves out a special home for you in the mind of the person to whom you communicate it.

An effective positioning statement tells your prospect why you are uniquely qualified to serve them. In industries like real estate, insurance, and banking, where the consumer has difficulty identifying (or even understanding) the differences between you and your competitor, an effective positioning statement not only helps them choose you, but it actively defends you from your competitors.