DDriving Criving CDDriving Criving Cuustomer Engstomer Enguustomer Engstomer Engaagemengemenaagemengementt tt For sForales s alesand amarnd kmaretinkgeti organg norgaizationnizastion, cusltivating, cultivating a cu asto cmuserto-mer- centricec napproachtric approach that focthaut sesfoc uosesn the on k theey bu keysine busssine challess challengesn ofges you ofr your targettarget audien aucdiene is cceritical is critical to ac tohievi achieving long-terng long-term sumcce sssuc. ceWsshile. W nhileot not alwayalways secso nsedc onnaturd neatur, foceus, focingus oinng meons smeagesss athatges thatare polariziare polarizing, ng, relevrelevant, andant, inandsightf insightful mayul maybe ju best the jus tthing the thing you need you need to both to both disrup disrupt t your yourcustomer customers’ inertias’ in ertiaand raiandse raitheirse theirinitial initial level level of in tereof insteret arostun arod und your syourolutio solnu.tion. Secret #5: RefineSecret #5: Refine Your Pitch Your Pitch Your sYaourles spitchales pitch, whether, whether delivere delivered in persod in person, virtun,a virtully, ora llthroughy, or through myria md yriad markmetingarketing outlet outlets, is as,rg isuab arglyuab thely mtheos tm baossit c,ba strsic,aightfor straightforwardwa wardy wato y to conveyconvey the v thealue v ofalu youre of yoursolutio solnu totio yon tour yotargetur ta audrgetie audnceie. Unncefortu. Unfortunatelnay, tely, mostm saolesst sapitchesles pitches fall fl afat llb flecata ubsece atheyuse theyfail to f atellil to the tell ve thend veor’nds storyor’s story in a in a simplseimpl, differentie, differentiated,a anted,d manods tm imosportt imanportt, manetm, moreabmleor abfashionle fashion. So ho. Sow how can yocaun am youp amup pa nupd refineand refine your yopitucrh pit soc ith’ ss opo itw’s erfulpow erfulenough enough to di storup dit srupt your yoauudrie anucdeie’sn inceerti’s ian?erti Looka? Lnoook fu norther fu rtherthan thyouran your2:00 a.m.2:00 televia.m. television sion best frienbest d:frien the infod: the infomercimalerci. al. Isn’t Isitn ’fta scinit faascintinga tihongw hoinfow minfoercimalercis caalns cmaank ema norkem noral, meveryal, everyday day productsprod uctslike kitchenlike kitchen knives knives, blen, dbleners, daersnd, avnacud umvacus umseesm s eelikme thlike e the solutiosolnu tioto nw toorl dw orlpeda cepe? aIcne ?these In these progr programs, ams,carefully carefully orche orchestratesd trated dialogdiuaelog, anueima, antionimas,tion ands, aqnduirky qu deirkym ondesmtratioonstrations seensm see tom ma togi macallgiy cally overcoovercome bumyere bu inyerertial inertial resist reansciste aanncde m anoved m theovem the to ma purch to a purchase. Whilase. e While oftenoften captiv caaptivtinga, tingrepetitiv, repetitive, ande, aa nbdit aschlock bit schlocky, theyy, theywork w, workhere, w hereman y many fted corporate pitches fail, because theyuse utheyse a usisem aple sim forplem ulforam, ula, carefcaullyref crually crafted corporate pitches fail, beca leadinglead theing viewer the viewer through through a serie a sserie of esa ofsily e aasilygree aabgreele aabrgule marguentms aennd ts and culmcinulamtining inatin ag in cle aar c clealla r cto aallction to action. . BeforeBefore we d wivee diniveto einxtoam eplesxam, pleslet’s, firlets’ts lookfirst lookat a siatm apl siem, fopluer-ste, foupr-ste, p, codifiecod dbreified akbredoawknd oforw an typifor aca typil incafolm inerfocmial piterciachl pit: ch: 1. Here’s a problem with what you’re doing today.1. Here’s a problem with what you’re doing today. 2. Here’s the ideal solution to that problem.2. Here’s the ideal solution to that problem. 3. Here’s what makes the solution difficult or less desirable.3. Here’s what makes the solution difficult or less desirable. 4. Here’s how our product makes it easier.4. Here’s how our product makes it easier. UsingU thissing cothisde co, thede ,pit thech pit brecha kbdreoawknd oforw na forper as onperals onbleandl berle ndlikeer th like e the famofuas Mmoaugics M Baugicllet Bumllet ight lookmight look like this like: this: 6767 6767
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