Lenny's Podcast: Product | Growth | Career cover image

A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)

Lenny's Podcast: Product | Growth | Career

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As a challenger, find ways to derisk the decision

Companies may not always be driven by FOMO, and throwing in FOMO tactics may not work with indecisive customers. The key is to provide tools to help customers make decisions, such as painting a clear market picture and teaching them how to buy. Techniques like splitting a big deal into smaller pieces, offering money-back guarantees, and providing support can help alleviate the customer's fear of making a wrong decision. Understanding that customers may be paralyzed due to indecision, it is crucial to help them mitigate risks and feel secure. In complex buying processes, the challenger brands need to overcome the inertia towards the status quo, usually the market leader, by providing reassurance and value beyond just being the popular choice.

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