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"So ... what exactly are you pitching me?"

That was the question I got when I pitched what I thought was a great idea to an investor. It was a simple question, but I didn't know how to answer it besides what I had already told her. I didn't want to repeat myself. I was stuck.

This is often what happens when a new sales hire has to pitch a prospect. They aren't yet familiar with the product, the market, or the need they're serving.

Imagine some of your sales reps were in that position, but your team continued to hire and expand. Those new hires would be in trouble because they'd shadow different reps and end up hearing different messaging.

I was lucky because my pitch was just practice. It was a real investor, but there wasn't any potential money to be gained or lost. I had the chance to learn without any risk.

That's not the case for sales reps. Their teams might not hit quota. Their jobs are at risk. The company's bottom line is ... well, on the line.

You can avoid this by having a bulletproof sales narrative for your company.

A sales narrative is key to getting your entire company on the same page about the product your team is selling, and how to tell its story.

Here's what happens when you don't have a thorough and consistent narrative across the company:

  • Sales and marketing teams communicate different messaging to prospects and customers
  • Sales reps are misaligned when it comes to speaking about competitors
  • Reps have different perceptions of their target market

If you're trying to scale a company, there must be consistency in the narrative and messaging.

Click below to learn how to build your sales narrative and take your team to the next level.

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Originally published Feb 24, 2016 6:30:00 AM, updated July 28 2017

Topics:

Sales Pitch