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

understand you folks have been tracking your projects manually. How’s that working out for you?

You Can Skip a Demo in Some Instances I also think it’s fine to skip doing a demo in a first sales call. Sometimes, customers have already done a trial or used a free version of the product and they simply don’t need to see it.

3 Help prospects clearly understand your differentiated value versus other alternatives

Demo and Slides Many companies I have worked with start the Differentiated Value step with a slide that introduces the value themes. Then they move to a detailed demo that walks through the key features that support each theme, and then move back to the slide to reiterate the themes before moving to the next step.

Your first wave of customers will help you validate your thesis. In my experience, you should expect your positioning to shift a lot as you learn more about which customers love your product and why.

1 Help prospects understand the entire market,

Should You Call Out Competitors by Name? This is your decision to make, but I generally prefer not to name competitors unless we are almost guaranteed that the prospect has already looked at them as a potential solution.

This Is a Discovery Conversation, Not a Lecture The Alternatives step is where you want to do discovery with the client. This discovery should happen in the form of a conversation with the prospect rather than a lecture from the sales rep.

Helping customers understand the value only you can deliver should be the centerpiece of everything you do in marketing and sales. Value is why customers buy your product.