The Greatest Sales Deck

Source: Medium, Sep 2016

#1. Name a Big, Relevant Change in the World

Note the subtle but important difference from what most pitch advice tells you, which is to start with “the problem.” When you assert that your prospects have a problem, you put them on the defensive. They may be unaware of the problem, or uncomfortable admitting they suffer from it.

But when you highlight a shift in the world, you get prospects to open up about how that shift affects them, how it scares them, and where they see opportunities. Most importantly, you grab their attention.

#2. Show There’ll Be Winners and Losers

To combat loss aversion, you must demonstrate how the change you cited above will create big winners and big losers. In other words, you have to show both of the following:

  1. That adapting to the change you cited will likely result in a highly positive future for the prospect; and
  2. That not doing so will likely result in an unacceptably negative future for the prospect

#3. Tease the Promised Land

first present a “teaser” vision of the happily-ever-after that your product/service will help the prospect achieve—what I call the Promised Land.

Your Promised Land should be both desirable (obviously) and difficult for the prospect to achieve without outside help. Otherwise, why does your company exist?

Note that the Promised Land is a new future state, not your product or service.

the Promised Land is not having your technology, but what life is like thanks to having your technology.

#4. Introduce Features as “Magic Gifts” for Overcoming Obstacles to the Promised Land

#5. Present Evidence that You Can Make the Story Come True

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.