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

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Positioning defines how your product is the best in the world at delivering something a certain type of customer really cares about. Positioning is the answer to the question, “Why pick us over the alternatives?”

The importance of Sales Pitch

For any considered purchase, we can create a pitch, in the form of a story or narrative, that teaches customers how to buy. Not only that, but I also believe that we can create a narrative that helps our best-fit customers easily understand why they should choose us and feel very confident in making that decision.

Humans understand through Contrast

As a vendor, you always need to position against the buyer’s status quo, even if there are other vendors to worry about on the customer’s shortlist. Part of positioning against the status quo is making the case for change.

Prospects who can’t confidently make a choice between options will generally take the lowest risk option, which is to simply do nothing and keep using the status quo.

the key characteristics of a world-class sales experience all related to the sales rep’s ability to help customers figure out how to make an informed purchase.

In a B2B sales situation, beyond simply the value you can deliver, you win deals based on your differentiated value—the value you can deliver that no other alternative can.

Be an expert on your Customers

Knowing your customers is vitally important. You need to deeply understand what motivates them, and the jobs they need to accomplish, and you can understand that only by talking to your customers because they are experts in their pain.

How to Craft a good Sales Pitch

A good sales pitch helps customers understand their point of view on the market and how their approach is different from the alternatives. It then moves to a demo focused on the value that only they can deliver.

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

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