I recently sat in on a web demo by a great healthcare startup that solves a significant issue for healthcare organizations (leaving names out as I have not yet had the chance to review this with them).
90-99% of the time the customer does not give a sh*t about you. They actually do not even care that much about your product. They truly care about THEIR problem that you (WITH YOUR PRODUCT/SERVICE) can solve. This is unless your resume adds validity to your discussion.
In this case the company jumped directly into their product and the pitch,while failing to mention that (1)he developed this application, (2) during his time as a C-Level executive, (3) while improving the business process at two major healthcare systems.
This not only touches on developing a proper elevator pitch (take a look at the link below for some great suggestions from Oren Klaff, author of Pitch Anything )
https://www.youtube.com/watch?v=83dY73WCbQc
But also on framing the conversation. You want to begin to paint and shape the frame from which your potential customer will be viewing you and your product.
The next item to address is something we all must know but few actually practice – ASKING AND LISTENING.
On this particular demo the founders jumped right into their product and their pitch and did not pause for more than 13 and a half minutes.
Without going overboard your introduction should:
- Establish your credibility or knowledge about the problem
- Position yourself as knowing how to solve problems
- Transition into understanding the current pain your potential customer may be facing
I would recommend starting with something along the lines of –
I want to give you a quick background about myself and our company because our history is important to understanding how the product came to be where it is today. The past 7 years I have worked as the CIO of two major teaching hospitals. While introducing new technologies and maintaining our IT infrastructure was certainly part of my responsibility – I was also challenged with identifying key bottlenecks and finding ways to improve efficiency and reduce our costs. One of largest bottle necks in the organize was (this factor). I began developing a solution which I also brought and utilized in” my second big name facility “. My partners and I were able to secure the rights to X and since than we have roughly helped Y organizations reduce costs by Z.
Can you tell me a little about how your company is currently doing this and the process you have in place for this now?
This might be a little over to top of too much for some – so put your own spin on it.
This type of asking and listening should take place throughout the entire process. Help paint the picture for your customer how your widget would work in their organization and get them involved in the process.
How do you make sure that this happens? Ask guided questions that will prompt your customer to talk – know what they will likely say and be ready to hit them with the slam dunk answers. AND be ready for assholes along the way.
The Sales Mercenary Market Blog 