How Do You Pitch After the Buyer Explains the Job?

Rob Snyder says that once a buyer has explained the job they are stuck on, the pitch stays small and simple. The words skip a massive product vision and a theory of the problem. The pitch restates the blocked job in a few plain words and checks whether the restatement is roughly right.

A buyer describes trying to make a website while typical point-and-click design takes too much effort. The fitting line is that they are looking for a way to make a website without the hassle of a point-and-click tool. They agree and ask how it works, which means they are pulling more detail out.

The same shape shows up in the questions on the call. A lot of people keep the framework in a doc and fill it out live. When the reason for the call stays unspoken after asking why they took the call, the next question asks whether anything in the QA process has stayed impossible with existing tools, methods, or team. The question holds every element of pull, and the buyer answers that they have been trying to automate end to end testing and cannot do it with existing tools. The follow-ups ask whether the work can wait until another time, and whether other options are already good enough. Hearing that the team can do the work themselves, and that it is good enough, stops years spent pushing a product the market does not want. He is 35 and looks 60 from the pushing.