Lenny's Podcast · Oct 22A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Sales Pitch)
Dunford rebuilt its pitch from a feature tour of dropdown menus into a market-first story: customer service as a growth driver, a three-part perfect world (easy as an inbox, never outgrown, built for great service), then a demo following those points.
Tips
- Open your pitch with a setup, then a differentiated value follow-through▶ 57:11Help Scout's before pitch walked through every dropdown menu; the after pitch framed customer service as a growth driver and then demoed three value points.
- Teach buyers how to buy by mapping the whole market▶ 27:4040 to 60% of B2B purchase processes end in no decision, mostly because buyers could not choose confidently.
- End the setup by getting agreement on the perfect world▶ 55:21Help Scout's perfect world: as easy as an inbox, never outgrown, built from the ground up for amazing service.
- Start your pitch with an insight, not a trend▶ 47:50Help Scout's insight: digital businesses treat customer service as a growth driver, not a cost center.
