𝐓𝐡𝐞 𝐛𝐢𝐠 𝐩𝐫𝐨𝐛𝐥𝐞𝐦 with elevator pitches? They force you to point out your client's flaws, instead of your category's failings.

𝐓𝐡𝐢𝐬 𝐥𝐞𝐚𝐝𝐬 𝐭𝐨 a combative stance - like a doctor blaming the patient for being sick.

𝐒𝐨 𝐢𝐧𝐬𝐭𝐞𝐚𝐝 𝐨𝐟 calling out your client for struggling, 𝐰𝐡𝐚𝐭 𝐭𝐡𝐢𝐬 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 𝐝𝐨𝐞𝐬 𝐢𝐬 call out your industry for letting them down. This way, you're positioned as an ally, not an enemy.

𝐈𝐧 𝐟𝐚𝐜𝐭, a client used this approach to sell an offer that didn’t even exist yet. Their prospect knew but they still bought in. Because they understood the value - and felt understood by the perspective.