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What are sales pitches for?

“We are awesome!”

That, in essence, is the summary of 99% of all sales pitches.

Yet, that’s not what decision makers care for. At all.

Decision makers care for how awesome they are. And whether buying your product will make them even more awesome. To make them see how is the actual job of a sales pitch.

Make it about them, not you.

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“I don’t tell stories.” the restaurant owner said, “so that’s not relevant to me.” Which is half the truth. Because while he doesn’t tell stories,

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