“Why should someone spend time with you?” That was the question I asked the six sales people who were the subjects of an intense week-long training session.

The response? Some uncomfortable fidgeting. Nothing anywhere close to a coherent, persuasive response.

That experience made me realize the need for what I call a “value-added proposition” -- an “elevator speech.” It is a well-thought-out, meticulously prepared, and memorized set of ideas that ultimately answer the question above.