Before You Read This Chapter, Accept This Challenge:

Some sales pitches work, and some don’t. Who knows why? Actually, we do know why. Sales pitches that work differ, for sure. Some are funny, some are serious, some are delivered by charismatic visionaries, and some are delivered coldly by boring practitioners. What the pitches that work have in common, however, is that they invite customers (or voters or stakeholders) into a story in which the customer plays the hero and uses YOUR product to solve a problem in THEIR life. There are no exceptions. These are the pitches that work.

If you want to craft a sales pitch that closes sales (we call these “million-dollar sales pitches” because they can make any small business millions), you need to include five key elements of story and you need to do so in a very specific order.

To help you do this, we’ve printed this chapter in color so we can better illustrate how a pitch like this works.

Another reason we printed this chapter in color is because it may cause some readers to turn to this chapter first. That’s great. If you accept the challenge to use this framework to grow your revenue, it might make you a believer in the other five frameworks that will also grow your small business.

If you own or run a small business, learning this framework may be the largest factor in getting your left engine operating with power.

If you have a sales team, make sure everybody on the team learns The Customer Is the Hero Framework and uses it in their sales conversations, follow-up emails, and proposals.

This chapter is special. If you need money for your business to stay alive, learn this framework and you will bring in more cash.

In fact, challenge yourself to send a follow-up email to every person you (or your sales team) engage in a sales conversation using the framework I’m about to introduce you to.

Follow-up emails are essential, of course, and nearly everybody sends them. But they do it wrong. What your customer needs is a crystal-clear explanation of the predicament they are in and how they can get out of it using your products. If you are clear, you will close.

Just using this framework to send out follow-up emails could significantly grow your revenue and get you the cash necessary to operate and grow your business.

Before you even read this chapter, make this commitment: you (and your sales team) will use this framework to send follow-up emails to everybody you have a sales conversation with.

Make a commitment to use The Customer Is the Hero Framework to send follow-up emails today and watch your revenue grow. Here’s to your results.