#75: How To Pitch Users And Buyers

Read Time: 2 min

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I need help. If anyone is interested in a $2,000 referral fee, please read on. A client of ours, one of the fastest-growing fintechs in the space backed by some of the biggest VCs and investors in finance, is expanding its sales team and looking to fill three key roles: 1 SDR and 2 AE positions. This is an incredible opportunity to get in at the ground level with a big player in the space. They're especially interested in candidates that possess these three characteristics. (1) Have fintech experience. (2) Played a collegiate sport (athlete). (3) Experience selling into the nonprofit sector is a huge plus.

If you know someone who might be a good fit, please email me at ([email protected]) and cc Zoey ([email protected]). Please add their LinkedIn page to the referral. Thank you!

Today, I will teach you how to pitch effectively to users and buyers —especially those who join the call deeper into the sales process. Understanding how to do this is crucial, particularly in enterprise deals where multiple people hold the keys to the final "yes."

When there are multiple decision-makers (which is the case in about 95% of deals), each person has their priorities, and if you don't address them all, you're not closing out all the loops. Understanding who holds the real decision-making power and what motivates each stakeholder is the difference between a closed deal and a "we’ll get back to you.”

For example, let’s say three stakeholders went out to a restaurant. One is interested in steak, the other chicken, and the last fish. If you try to sell all three steaks, it might only resonate with one. Perhaps the other two don’t eat red meat. The point is to understand the most appealing dish and deliver that experience. You can only do this if you know what is most attractive on the menu and why.

You don’t just sell a product; you sell clarity to each decision-maker’s problem.

^{~ Larry Page}

There are typically three main types of stakeholders involved in the buying process, and we use the acronym B.U.T. to address them all:

Buyer Motivation
The buyer is responsible for approving the budget. Typically, this is a department head (CTO, CISO, Head of Rev-Ops, etc.). Their primary concern is ensuring their team has the tools to hit KPIs and goals faster while staying within budget.

What they want to hear:

• ROI: How will this investment accelerate their team's success?

• Security: Is this solution safe and reliable?

• Economics: Will this tech save more money or time than the current solution?

To win over the buyer, you must show how your product directly correlates with hitting OKRs and KPIs faster and with less risk.

User Motivation
This person (or people) will be using your product daily. The pitch to the user is about improving their workflow and making their life easier.

Here’s how to break it down using five key elements:

1. Desired Outcome: What results do they want from using your product?

2. Speed: How fast can they start seeing success?

3. Efficiency: How much better is your product than they’re using now?

4. Effort: How hard will it be to implement your solution?

5. Economics: What’s the cost, and is the benefit worth it?

Remember, users want to know how your tech will improve their daily tasks, so show them exactly how life will improve after onboarding.

Technical Implementer (The Engineer)
The technical implementer is responsible for setting up and integrating your product into the company’s infrastructure. This stakeholder cares about security, ease of setup, and ongoing maintenance.

To get them on board, emphasize these points:

• Effort: How little work it takes to integrate.

• Support: Reassure them that they’ll have dedicated, hands-on support.

• Simplicity: Demonstrate how easy it is to integrate into existing systems.

In short, you want to make the technical implementer's life as easy as possible.

Your pitch deck should include slides that speak to each of these stakeholders. A one-size-fits-all approach won’t cut it. Customize your message for the buyer, user, and technical implementer so each sees the W.I.I.F.M.

Key Takeaways:

• Identify the Decision Makers: Always identify all decision-makers (DMs) and their titles during your qualification call.
  

• Use the B.U.T. Framework: Tailor your pitch to the Buyer, User, and Technical Implementer by addressing their specific concerns.
  

• WIIFM Is Key: Each stakeholder thinks, “What’s in it for me?”
  

• Convey the Five Pillars: When tailoring your pitch, focus on speed, outcome, effort, efficiency, and economics.

That’s it for today!

See you all next week.

Darren

P.S. If you’re interested in coaching, you can book a call with me here

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