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

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

Understanding the solution space in which you operate is your business. Every day, everyone in the company is thinking and learning about and working on this. Customers are focused on their own businesses, and they don’t start thinking about your market until they are in a purchase process. And often the person in charge of making a purchase recomm

wants the vendor to answer is, “Why pick you over all the alternatives?” If the vendor really wants to answer that latter question, they need to go beyond talking about their product and its features in isolation.

Buyers are left doing all the work to figure out what is important and what isn’t, and how different vendors stack up for businesses like theirs.

They want to understand potential pitfalls and how to avoid them. Buyers are looking for ways to understand what choices are available to them and how they should choose between them. This stands in stark contrast to what many companies are currently communicating across marketing and sales.