In sales and marketing, it’s important to know your carrots. We seem to focus on the easiest - the USPs, Unique Selling Propositions, and it is indeed important to know how to differentiate yourself from your competitors. However, don’t forget to check up on your elevator pitch. And if you want to grow, you are going to need to define your value proposition too. So, what is the difference?

Elevator pitch

An elevator pitch is a short (around 10 seconds), usually verbal description of who you work with and the area in which you help them. The aim is to stimulate discussion, and it’s commonly found at networking events.


We help companies focus on their sales and marketing functions to create growth through training, audits of their processes and leadership services.

Unique Selling Proposition

A Unique Selling Proposition’s aim is to differentiate your product or service from that of your competition. It is often used in marketing materials and in sales discussions in the mid-to-end range of the sales pipeline, when customers are almost ready to buy. A quick side note here - often USPs are cited at the prospecting stage, however it is usually the “selling points” that are needed here. The selling points are the general offering - reassuring the prospect that you offer all of what they need, with the right accreditations or expertise. It’s outlining that their requirements will be met. Moving further down the sales pipeline is when you bring out your unique selling points in order to move them towards a sale with you rather than your competition. You may waste the impact of your USPs if you use it too early. Equally, they are more effective in B2C than in B2B sales.


Dostęp możliwy dla zalogowanych użytkowników serwisu. Jeśli posiadasz aktywną prenumeratę przejdź do LOGOWANIA. Jeśli nie jesteś jeszcze naszym Czytelnikiem wybierz najkorzystniejszy WARIANT PRENUMERATY.

Zaloguj Zamów prenumeratę
Ulubione Drukuj

Zobacz również

5 factors of success in B2B selling


In our book, The Collaborative Sale1, my colleague Keith Eades and I looked closely at the behaviors of top performing sales professionals, especially those selling business-to-business (B2B) solutions. We identified how exceptional sellers align with modern buyer preferences, and we described various methods for achieving strong results consistently.

Czytaj więcej

Creative thinking techniques


A business presentation is just getting started. The salesperson turns to the first slide and says: “Good morning! My name is John Smith and I would like to tell you a few words about our company.” After such an introduction, we already know how this presentation will go and that nothing will surprise us. We’ll be bored for the next half hour...

Czytaj więcej
Tekst otwarty nr 11/2020

The fastest way to be a memorable salesperson


In sales, being memorable matters! You work much too hard and put in far too many hours to let yourself be easily forgotten. You don’t want to be part of the ho-hum background noise in other peoples’ lives. You’re better than that. You have more to offer than that. And it’s time you made some simple changes to how you present yourself so the impression you make is a lasting one.

Czytaj więcej

Przejdź do