Fresh Business Thinking: Drop the elevator pitch to win more sales


If you just nail that killer marketing message the leads will come rolling in. Right? I’m not so sure.

You’ve probably been told that you need a powerful one-liner on the tip of your tongue, ready for that moment at an event when someone asks what you do, the round-robin at a business breakfast… or, of course, when you just happen to find yourself in an elevator with a Richard Branson.

Is there really one magic phrase that will get people to reach for their cheque book the moment they hear it? The answer is…

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