I helped run a small startup a long time ago. I helped shape some sales strategies and went on client pitches. Our main approach was to find the "pain point" of an executive in the company (we were B2B) and break through to them that way. To find the pain point you have to ask questions, which helps engage with the person you are selling to. Sometimes you shape your questions to get the client to think about potential pain points that your product solves.
We kept crafting our message over time, using email and cold calls, and used a lot of copywriting books to find messaging and pitches. I think the best one was The Copywriter's Handbook. Straight and to the point book. It's more about advertising, but messaging is key for sales, too. A headline is basically your elevator pitch. I think we also used the book Spin Selling.
We kept crafting our message over time, using email and cold calls, and used a lot of copywriting books to find messaging and pitches. I think the best one was The Copywriter's Handbook. Straight and to the point book. It's more about advertising, but messaging is key for sales, too. A headline is basically your elevator pitch. I think we also used the book Spin Selling.