This misunderstanding could be costing you a lot of money in terms of lost opportunities for new customers and extra sales. I want to stop you making the same mistake I did because it took me more than ten years of owning my own business to get this right.
Elevator pitches are important if you don't have as many customers as you want
Until a few years ago I thought elevator pitches were slick and sleazy and when I heard a corny expression, it immediately put me on my guard.
However at the same time, I recognised that introducing yourself with your business type has a nasty habit of making the other person turn you into a commodity supplier in their minds.