Customers vs. Investors
A distinction to make in the presentation of any idea is your audience’s positioning. I’ve found that one of the most ambiguous separations in presenting effectively is that between customers and investors. In a sense, it’s important to consider that customers are investors as well. But, the difference is that customers are investing in the product, while investors are investing in the team.
Here’s a hurdle I’ve run into personally simply out of habit: I’ve pitched customers on a sales call like they were VCs. Instead of describing the specifics of my service for them, asking questions about them, creating an active dialogue with them and focusing on problem solving for them, I discussed more about the market opportunity for me.
There’s a huge difference, even if it doesn’t feel different. It wasn’t until I sat down, reflected and self-corrected, that I realized it.
Remember: customers care less about the longevity of your business, and more about how your offering will solve their problems.
In a pitch to investors, you are running the show. The investors will listen and interject with questions while you engage them with your pitch.
The sales call is more two-sided. It should involve more listening than talking. The goal should be to identify the customer problems, followed by a careful explanation of how your product will solve those problems.
If you go into a sales call, or even an informational call with a potential customer, and drown out their time with the pitch just about your product, nothing has been accomplished. Customers deserve and require a selfless dialogue. Without one, don’t expect to sell anything.
Related Essays
blog comments powered by Disqus
Add a Comment