Sales Pitch: How to Craft a Story to Stand Out and Win

We start with Competitive Alternatives, or what would customers do if our solution didn’t exist. Once we have that, we can ask ourselves, “What do we have that the alternatives do not?” That gives us a list of Differentiated features or Key Unique Attributes. We can then go down that list and ask ourselves, “So what for customers?” Put another way,... See more

Positi on ing:  how  your  product  is  the  best  in  the  world  to  deliver  some  value  that  a  certain  well  defined  set  of  customers  cares  a  lot  about.  What  value  can y ou  deliver 

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Steps of positioning: - scope competitive alternatives: status quo and shortlist - chart out differentiating capabilities- translate them into values: so what - theme/bucket the values 2 or 3 - chart the characteristics target account- what market category or context I am in