In a sales situation, invoking feelings like trust and confidence can go a long way toward helping buyers overcome their fear.

“Do Nothing” Is Your Fiercest Competitor

I believe that 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.

As sellers, we are often so preoccupied with how difficult it is to sell a product that we completely lose sight of how buyers are feeling during the purchase process.

Positioning defines how your product is the best in the world at delivering something a certain type of customer really cares about.

allows sales to show the product but keeps the focus on the value only they can deliver.

Unlike a traditional product walkthrough, this pitch makes it perfectly clear how Help Scout is different and better than the alternatives. It gives customers a view of the entire market and helps them understand where Help Scout fits. It also

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. The conversation goes something like this:

What would a sales pitch that helps customers buy look like? Instead of a traditional product walkthrough, Help Scout helps customers understand their