One of the many benefits of working with Lever is getting valuable insights on how effectively you are introducing your product or service to potential customers. Being able to “make a compelling pitch” is both art and science. There are some mistakes we see first-time entrepreneurs making again and again that you can avoid.

A fantastic resource for understanding how pitches work is the book “Pitch Anything” by Oren Klaff. Here are a few of the key points to get you started on improving your pitch:

Having created a new product (or service), founders are understandably excited to talk about its features with potential buyers. But hammering through a list of features to a customer is a terrible way to sell when compared to telling a compelling story about how your product fits their existing needs or situation. Klaff argues that the buyer comes to a meeting seeking specific information to answer questions in their own mind – in the order they need those questions answered. Providing information in this specific sequence, and giving the right amount of detail for each topic, is described as the “unlock code” for making the buyer want what you have.

A key point is the mismatch of information. As the business owner, you know everything about your product, but, as you talk with prospects or customers, every single feature and concept may be new to them. This mismatch can place them on the defensive: they are trying to understand what your product does, but their first instinct when being met with something new may be to dismiss it.

Don’t think about selling the product, or trying to impress the buyer by talking about what it can do. Tell the story of what your customer’s day is like and how your product shows up as the tool they need to improve their day. You’re not trying to convince someone to buy your product, you’re describing the journey that they could join you on – and showing them how stepping up and taking this opportunity could make their life easier or better.

This kind of narrative is very efficient. A good story will spread on its own, and buyers will come to you, instead of you having to convince them. You also get the buyer interested in the “big idea” of the product and what it means for them, as opposed to getting dragged down into conversations talking about individual features and other small details that only derail conversations.

Klaff also introduces the concept of framing. A “frame” is the lens through which someone sees you – your product, ideas, and company. If you don’t proactively control how you are being viewed, the other person will view things through a window based on their own perspective. Controlling the frame allows you to control their perception and behavior towards you.

A quick and easy way to apply this with your sales calls is to set an intrigue frame. Instead of asking “Would you be able to join me on a zoom so I could tell you about my product?” (a pathetically weak sales frame like many you probably dismiss from your inbox daily), start with a bold claim: “If I told you that when one of your competitors started using our product they saved 50% or more a month, would it be worth 10 minutes of your time to learn more?” A compelling story will beat begging for time, every time.

We’re always happy to assist with improving pitches through this forum. Just contact us if you need help. And, if you’d like to learn more about these concepts, check out Oren’s book, or listen to this interview with John Wall on Marketing Over Coffee.