on the technology side of the house, tech is our comfort zone.

Proof can take many different forms. When I am working with start-ups on their sales pitches, they often assume that “proof” must be empirical, or something to which they can assign concrete numbers. Claims like “30 percent faster,” or “save 10 hours per week on administration tasks,” or “99 percent uptime” are examples of empirical proof that you

The Perfect World: This step outlines the characteristics of a perfect solution for your target customers.

Funnel is a marketing hub for data designed to help marketing teams get control over their data to improve performance.

“How do you beat Bobby Fischer? You play him at any game but chess.”

The key here is that the demo is organized to reinforce your differentiated value and make that real for prospects by showing them how you deliver it.

Solving the “How to Buy” Problem

Considered purchases take more time and effort because there are potentially

Insight: The insight frames the conversation by starting with what your experience has taught you about the customer’s situation, problems, and the solutions in the market. This critically important step points the customer toward what they need to know to understand why your differentiated value is important to them.