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Sales Pitch

By April Dunford

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Bowling Pin Market Entry

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Compelling Reason to Buy (Not to Sell)

In the bowling alley it is never about you — close the laptop and collect problem domain knowledge.

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Teaching the Customer How to Buy

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The Beachhead Segment Formula

Pick a first market that is big enough to matter, small enough to lead, and fits your crown jewels.

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The Best-Rep Pitch Pilot

Roll out a new sales pitch by piloting it with your best rep, then let sales sell sales

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The Bowling Alley Adjacency Expansion

Grow segment by segment along adjacencies — same customer new use case, or same use case new customer.

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The Chasm Positioning Formula

Technology leaders who have specialised and committed to THIS problem — respect the incumbent, outclass the peers.

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The Four Go-To-Market Playbooks

Early Market, Bowling Alley, Tornado, Main Street — each has its own playbook, and mixing them backfires.

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The Marquee Customer and the 10th Executive Sponsor

Before you cross the chasm, win one famous logo — by finding the one exec in ten who wants to leapfrog.

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The Setup-and-Follow-Through Sales Pitch

Structure a sales pitch as market setup then differentiated value, not a feature walk-through

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The 'So What?' Ladder to Differentiated Value

Ladder a differentiated feature up through repeated 'so what?' until you reach value rivals can't match

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The Value-State Test for Crossing the Chasm

VC money buys a change in your company's value state — you have crossed when you no longer need the next round.

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Trapped Value and the 10% Capture Rule

Find the pool of value your technology unlocks — you keep roughly 10% of what you release.

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