Arrow icon
Ness Labs: Make the most of your mind
Learn more about Joggo

A Summary of

The Greatest Sales Pitch I’ve Seen All Year

by
Andy Raskin
Mission.org
View original

Drift's CEO has transformed the company into a movement using a compelling strategic story with 5 parts:

Start with a big, undeniable change that creates stakes

  • Your most formidable obstacle is prospects' adherence to the status quo
    • Drift addresses change that is undeniably happening independently of Drift, which gives rise to high stakes

Name the enemy

  • Naming your customer's enemy differentiates you in relation to the old world your competitors represent
    • Drift invites you to join them in a revolution & fight a common foe

Tease the "Promised Land"

  • The "Promised Land" should be both desirable & difficult for prospects to reach without you
    • Drift plants a question in audiences' minds: "OK, so how do I win?"

Position capabilities as "magic" for slaying "monsters"

  • Once audiences buy into your Promised Land, impress them with your capabilities & product

Present your best evidence

  • Audiences will still be skeptical, so show evidence of your ability to deliver
  • The best evidence is stories about people who say you helped them reach the Promised Land

The Rise of Story-Led Differentiation

  • Product differentiation has become indefensible. Competitors can copy your features virtually instantly.
  • The only thing they can't replicate is trust that customers feel for you & your team.

Drift's Story Works Because They Tell It Everywhere... & Commit To Making It Come True

Related content
See all posts
Arrow icon
March 12, 2019
/
Pete Prowitt
/
Intercom

5 lessons learned starting a new team within our sales organization

Read more
/
Courtney Chuang
/
Intercom

8 steps to create your winning sales strategy, according to industry leaders

Read more
/
Alan Gleeson
/
Intercom

9 essential sales steps you need to grow your SaaS startup

Read more
/
/
First Round Review

Designing Your Sales Stack so that Customers Come to You  

Read more
/
David Frankel
/
Founder Collective

Startups should read this checklist before they go “whale hunting” for big partners

Read more