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Sell

Learn how to sell, learn how to build with maximize leverage and you will become unstoppable.

To sell is to be human and success is more about your capability to observe than what you have to say.

Qualify demand by asking the right questions then make your plans their idea. Identify triggers and pain points as foundations for building a valuable proposition for instigating action. The key is blending attunement, buoyancy, and clarity - the new ABCs of selling in a world of informed buyers. Aim to take the high road of integrity and problem-solving rather than manipulative tactics. With practice, these habits can make anyone more effective at selling and persuading others.

The Tight Five​

Everyone needs to master their Tight Five Sales Pitch even if the audience is only themselves.

The "tight five" sales pitch concept borrows from stand-up comedy, where comedians deliver a polished five-minute set. In sales, this translates to a concise, compelling pitch that captures attention immediately and delivers maximum value in minimal time.

Marketing is all about values, but the best delivery mechanism wraps truth with humour. See Memes, Marketing and Money.

Attention​

Time and attention is the world's most valuable asset, learn to make the most of it.

The essence of a tight five pitch is its ability to communicate your value proposition quickly and persuasively. Just as comedians aim for consistent laughs, salespeople aim for consistent engagement points that build toward closing a deal. The goal is to demonstrate value efficiently, making your prospect eager to hear more.

Keep it concise and focused A tight five pitch should be succinct and to the point, focusing only on key information that matters to your audience. Limit your agenda to 4-5 points maximum to avoid overwhelming prospects. This brevity ensures your message remains clear and impactful.

Start with a "grabber" Begin with something that immediately captures attention-a powerful opening statement, thought-provoking question, or relevant reference that addresses a prospect's pain point. This crucial first impression sets the tone for the entire pitch.

Structure​

1. Open with personalization Show your prospect that you've done your homework by referencing something specific to them or their business. This personalized approach demonstrates genuine interest and establishes credibility from the start.

2. Address pain points through questions Rather than telling prospects their challenges, ask targeted questions that lead them to articulate their own pain points. This approach is more engaging and makes the prospect feel heard rather than lectured to.

3. Present your unique value proposition Clearly articulate what makes your solution different from competitors in one concise sentence. Focus on how you solve specific problems rather than generic statements about your product's superiority.

4. Provide evidence and proof Include one compelling statistic or brief story that validates your claims[8]. Data-anchored pitches are substantially more persuasive than those based solely on claims, as they allow prospects to draw conclusions themselves[8].

5. End with a natural call to action Conclude with a question that moves the conversation forward, such as "Is this something that might interest you?" or "Would your team be in the market for a solution like this?"

Hooks​

Make it conversational The most effective pitches feel like conversations, not presentations. Ask open-ended questions throughout to encourage dialogue[8]. If you're doing all the talking, you're not doing your job effectively.

Speak the client's language Avoid technical jargon or industry acronyms that might confuse your prospect. Translate your capabilities into terms that resonate with their business context and demonstrate your understanding of their industry.

Focus on benefits, not features Don't get caught up explaining technical aspects of your product. Instead, emphasize the outcomes and value your solution delivers. As one sales expert notes, "No one cares if you have the most scalable product...Tell them about the stuff that impacts them."

Listen actively Pay attention to verbal and non-verbal cues from your prospect. This allows you to adjust your pitch in real-time and address emerging concerns or interests.

Approaches​

The question opener Begin with a compelling question that prompts curiosity rather than a yes/no response. Avoid ineffective questions like "Are you looking for a way to _?" which often elicit "no" responses.

The dichotomy technique Start by stating a truth, introduce another truth that contradicts the first, then present your product as the solution that resolves the contradiction. For example, "Drones are beneficial technology (truth 1), but they're prone to crashing (truth 2). Our training course solves this problem (solution)."

The data anchor Rather than saying, "Optimizing sales content for desktop is a priority for sales leaders," present specific data that allows prospects to draw that conclusion themselves[8]. This approach builds credibility and avoids sounding like just another sales claim.

The tight five sales pitch, when executed well, respects your prospect's time while maximizing your opportunity to make a meaningful connection that advances the sales process.

Practice​

Pitch with questions, rhymes, and email subject lines that engage. Hone your improvisational skills to handle unexpected situations and objections.

Develop your attunement skills:

  • Practice perspective-taking and seeing things from the other person's point of view.
  • Understand and empathise with frustrations and needs of the Job to be Done to qualify and quantify demand.
  • Use reflective listening to understand the other person's perspective and build a trusted connection.
  • Be aware of mimicry - subtly mirror the other person's mannerisms and language to build rapport.
  • Hone your social cartography skills to read the dynamics in a room.

Cultivate buoyancy to stay afloat in the face of rejection:

  • Prepare yourself mentally before sales encounters.
  • Maintain an optimistic explanatory style, especially after rejections.

Bring clarity by curating information and solving problems:

  • Distill information to make sense of it for the customer.
  • Identify problems the customer may not even realize they have.

Aim to be an ambivert - balance extroversion and introversion:

  • Adapt your style situationally, knowing when to speak up and when to listen.
  • Most people fall in the middle of the introvert-extrovert spectrum, which is ideal for sales

Focus on serving others rather than just making the sale:

  • Genuinely try to improve the customer's life in some way.
  • Adopt the mindset that if you're not making someone's life a little better, you're doing it wrong.

Drive​

Fear and outrage sells: understand the forces that motivate people to do the things they do, and how advertisers are attempting to manipulate you.

Journey​

Connect your point of difference with their purpose

Make your community of customers the heroes of your success stories. Everyone wants to play their part in a great story. Your job is to provide the right cues to act. Thoroughly research the decision makers before meeting.

  • What forces are driving their decisions?
  • What journey are they on?
  • What outcomes and experiences are they seeking?
  • How do they quantify and qualify value?

Target the Audience

  • Focus on engaging directly with partners and managing partners, as they have the most influence over investment decisions.
  • Avoid spending too much time pitching to associates or principals, who have limited decision-making power.

Prepare a Compelling Story

  • Explain your opportunity clearly in the first 5 minutes.
  • Have a strong, well-designed pitch deck but avoid reading directly from it.
  • Be prepared to discuss your business model, market opportunity, competitive landscape, financials, and team in detail.

Know your Numbers

  • Be ready to discuss key metrics, revenue, burn rate, and financial projections.
  • Have a clear ask in terms of funding amount and use of funds.

Demonstrate Expertise

  • Show deep knowledge of your market, customers, and competition.
  • Be prepared to answer tough questions about all aspects of your business.

Highlight your Team

  • Emphasize the strengths and relevant experience of your founding team.
  • Showcase your ability to recruit and retain top talent.

Be Confident yet Coachable

  • Project confidence in your vision and ability to execute.
  • Be open to feedback and willing to admit what you don't know.

Make it Interactive

  • Encourage questions throughout your pitch.
  • Use the meeting as a chance to evaluate the VC as well.

Practice Extensively

  • Rehearse your pitch multiple times, ideally with experienced mentors.

Follow up Effectively

  • Send a thank you note after the meeting.
  • Provide any additional information promised during the pitch.

Build Relationships

  • Approach fundraising as a long-term relationship-building process.
  • Stay in touch with VCs even if they don't invest immediately.

Engineer systems and develop assets that streamline the process from triggering interest to proving the value of your customer's first win.

Mantra

Sell the journey, not the destination

Context​