- Only three reasons anyone buys: risk, efficiency, growth.
- A point of view names one, links to value, and never mentions your product.
- Put it on a single page, with a killer first line for a phone screen.
Strip away the detail and a business buys for one of three reasons. Your point of view should pick one and fit on a single page.
Risk, efficiency, or growth, on a page
Douglas Mancini: there are only three reasons anyone buys. They have a risk to eliminate, an efficiency problem to fix, or a growth opportunity to chase. A good point of view names one of those, links it to a value proposition, and crucially does not mention your product or your company. The best ones fit on a single page, in the top of an email, with a killer first line someone reads on their phone. Make it a little controversial: how can a software company help me sell more cars? Give me thirty minutes.
That one-page point of view is what you can then take to scale across your A, B and C accounts.
More in enterprise sales and getting a meeting with the C-suite.
