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enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved
Elevator pitches and capability statements:Make sure they work for you.
Page 2enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved
What is an “elevator pitch?”
“A crisp snapshot of your value that is specifically designed to
achieve business or mission goals”
An elevator pitchfor elevator pitches
Page 3enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved
Why do you need a good elevator pitch(and how does it pay for itself)?
STOPTime spent explaining who you are and what you do
GOTime spent addressing stakeholder needs
A convincing elevator pitch gives you more timeto probe, listen and sell.
Page 4enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved
What is a “capabilities statement?”
“A short description thatextends the elevator pitch
with detail and proof points.”
An elevator pitch forcapabilities statements
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 5
All about you(where’s your customer?)
The point (maybe)
Conclusion:BenefitsResults
Conclusion follows facts.Gives customer too much to learn.
Most capability statements are upside down
Facts come first. Conclusion follows.Gives the customer too much to learn.
No!Information Overload
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 6
What you dofor customers
How you deliverfor customers
Turn your capability statements right side up!Claims come first. Proof points follow.
Customer knows what to believe and why.
Yes!Essential
Takeaways
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 7
Five success factors forelevator pitches and capabilities statements
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 8
Have a goal.
Focus on what you need to accomplish.
SUCCESS FACTOR #1
SUCCESS FACTOR #1
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 9
Have a clue.
Know your audience. Speak to their challenges.
SUCCESS FACTOR #2
SUCCESS FACTOR #2
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 10
Have a story.
Engage your audience with a hero, villains and a plot.
SUCCESS FACTOR #3
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 11
Have a hook.
Make sure they know why they should care.
SUCCESS FACTOR #4
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 12
Have a plan.
This is just one step. Point toward what’s next.
SUCCESS FACTOR #5
enc strategy | 1430 Spring Hill Road | Suite 575 | McLean, VA 22102 | Phone: 703-288-1620 | encstrategy.com | ©2012 all rights reserved Page 13
Thank you!
Strategic planning. Branding. Outreach. PR. Website development. Social media.ENC Strategy helps you communicate how goodyou really are at what you really do.
Matthew Arozian
VP, Strategy and Creative [email protected]
