Sales Pitch Customization

I’ve coached thousands of sellers on how to create the perfect sales pitch using a framework called the 5 P’s. Until today, I have never shared this with anybody except my coaching clients. Here’s why it’s so effective: when most companies create a first call deck or sales pitch, they make it all about their own company and how great they are.   𝐓𝐡𝐢𝐬 𝐍𝐄𝐕𝐄𝐑 𝐰𝐨𝐫𝐤𝐬! The reason why is simple: customers don’t care about your products and services. They care about themselves, achieving their goals, and solving their own problems. Yet most pitch decks fail to speak to the problems which customers face and the pains they are causing. That’s why I created a framework which focuses solely on the customer’s challenges and how your solution can solve them. 𝐈 𝐜𝐚𝐥𝐥 𝐭𝐡𝐢𝐬 𝐭𝐡𝐞 𝟓 𝐏’𝐬 𝐨𝐟 𝐏𝐢𝐭𝐜𝐡𝐢𝐧𝐠. 𝐇𝐞𝐫𝐞’𝐬 𝐰𝐡𝐚𝐭 𝐞𝐚𝐜𝐡 𝐏 𝐬𝐭𝐚𝐧𝐝𝐬 𝐟𝐨𝐫: 𝟏. 𝐏𝐫𝐨𝐛𝐥𝐞𝐦: What problem do most prospects you work with face that your company can solve? The problem should be very high level, and important to Senior Executives at the company. It should be a business problem, not a technical problem. For example, if I sell CRM, the problem I solve would be rep underperformance, low rep productivity, or missed forecasts. All of which are important to a CRO or CEO. 𝟐. 𝐏𝐫𝐢𝐦𝐚𝐫𝐲 𝐑𝐞𝐚𝐬𝐨𝐧: Why does the problem exist? What is the root cause of the problem? By understanding the source of the problem, you demonstrate credibility and establish immediate trust with prospects because you are speaking their language. In the above example, I could say that reps often miss their forecasts because leadership has poor visibility to their sales pipeline and no way to accurately predict which deals are most likely to close, all of which a CRM solves for. 𝟑. 𝐏𝐚𝐢𝐧: What pain is the problem causing? The pain is always focused on the metrics that are impacted by the problem. For example, missed forecasts could mean a reduction in stock prices, missed revenue targets, and sales layoffs. 𝟒. 𝐏𝐫𝐨𝐦𝐢𝐬𝐞: How does your company solve the problem? The promise should always solve the primary reasons you just outlined. So for example, AI driven forecasting would prevent inaccurate manual forecasting and low visibility to deals. 𝟓. 𝐏𝐚𝐲𝐨𝐟𝐟: What metrics do you positively impact by solving the problem? Key payoff metrics for a CRM would be improved rep quota attainment, productivity, and accurate forecasting, all of which drive top line revenue & profitability. In this week's training video, I walk you through how to create the perfect sales pitch using the 5 P framework. You can find the training here: https://lnkd.in/gmu_Bdu3 PS - If you want to access a copy of the Problem Mapping Template so you can fill out the 5 P’s for your own solutions, get it here: https://lnkd.in/gASNe_em

I’ve now closed $7M in enterprise deals. Here’s how I personalize the pitch for each stakeholder: 1/ Talk to THEIR customers Before the first pitch, I talk to people who already use their product. Instead of selling features, I use their users’ words to diagnose their problem: “I talked to a few of your customers, and they mentioned that X was a pain. What if there was a way to have [solution]?” ----- 2/ Reframe using analyst positioning I read reports from Gartner, Forrester, or G2 to see who the buyer is being lumped in with. Because every enterprise buyer has a comparison they hate. I’ll often anchor the conversation with: “This gives you a concrete way to separate from X, Y, and Z when those comparisons come up.” This gets us talking about positioning, risk, and narrative, which helps me uncover what the execs actually care about. ----- 3/ 10-K reports are your friend A 10-K is the company telling you what matters this year. In one deal, I kept getting polite interest, but no urgency. So before the next meeting, I read their most recent 10-K. One thing jumped out: they had explicitly committed to improving reliability as a top company priority. In the next call, I honed in on how we can help with that. That was the first time the conversation clicked. Suddenly, we were tied to something leadership had already promised the market. ----- The goal of all this is nuance. You’re trying to speak their language.

In 2025 I've seen 30+ sales decks as a buyer. Maybe 5 felt truly personalized. The rest? Our (old) logo on slide 1. A screenshot from our website somewhere. That’s not personalization. But I won’t blame sales. Doing it properly takes hours. You need to research the company, review past calls, and adapt every slides. That’s easily 2–3 hours per deck. And when you have more han 10 demos a week, who has that kind of time? So reps do what they can. They start from a template, tweak a few things, and move on. Our GTM team wanted to change that. So our brand designer Bertrand & sales ops Lucille built a workflow to generate on-brand, personalized sales decks in ~2 minutes. The stack: Claap → extracts insights from past calls HubSpot → sales rep triggers the request n8n → runs the automation Claude → generates the personalized deck Here’s how it works. A rep simply checks two boxes in HubSpot: → “Generate Slides” → “I acknowledge credits will be charged” That triggers the automation. The workflow then: → pulls company data via API → retrieves insights from past sales calls via Claap MCP → sends everything to Claude to generate the deck content This is where the real magic happens. Most “personalization” only changes surface elements. Logo. Industry. Maybe a sentence. But Claap provides the real context, like: → the problems the prospect mentioned → objections raised during previous calls → the use cases that matter most to them → their tool stack and more (there are 52 variables). And it gets even more interesting in multi-threaded deals. Which is usually the case for us: → discovery with Ops → discovery with Sales leadership → discovery with end users → final demo with all stakeholders No need to re-listen to 4 calls. All the insights are already consolidated. And Claude then builds the entire deck content around that context. A Google Slides deck is created from our template. The final deck link is pushed back into HubSpot. And rep gets a ready-to-review presentation. With: → a structured narrative → real prospect insights And since it’s in Google Slides, they can tweak it before the call. Because it’s never perfect. And the real edge still comes from the rep. That’s how personalization becomes scalable. Not just swapping logos. But by using real deal context to tailor the deck. If you want the full list of the 52 variables we use, comment “variables.”

I was once obsessed with personalization. Crafting emails with every possible data point. I thought it was the secret sauce to winning over prospects. But I was wrong. In the race for hyper-personalization, many overlook a simple truth: 𝙋𝙚𝙤𝙥𝙡𝙚 𝙘𝙖𝙧𝙚 𝙢𝙤𝙧𝙚 𝙖𝙗𝙤𝙪𝙩 𝙧𝙚𝙡𝙚𝙫𝙖𝙣𝙘𝙚 𝙩𝙝𝙖𝙣 𝙥𝙚𝙧𝙨𝙤𝙣𝙖𝙡𝙞𝙯𝙖𝙩𝙞𝙤𝙣. In my own experience, I've gotten outreached about things that were completely irrelevant. At least they knew where I went to university for a few semesters, right? [insert cheesy line about sports mascot or ur fav local restaurant] Here's how you can shift your focus and see instant results: 𝗞𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 → Dive into their challenges and needs. → Speak their language, not just what you can easily find out about them. 𝗦𝗼𝗹𝘃𝗲 𝗥𝗲𝗮𝗹 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀 → Tailor your messaging to address specific pain points. → Show how your solution fits seamlessly into their world. 𝗖𝗼𝗻𝘁𝗲𝘅𝘁 𝗶𝘀 𝗞𝗶𝗻𝗴 → Understand the industry landscape. → Align your offering with current trends and issues. 𝗨𝘀𝗲 𝗗𝗮𝘁𝗮 𝗪𝗶𝘀𝗲𝗹𝘆 → Focus on actionable insights rather than personal details. → Leverage analytics to identify what truly matters. 𝗕𝗲 𝗧𝗶𝗺𝗲𝗹𝘆 → Timing matters more than ever. → Reach out when they are most likely to need your solution. Now, why does this work? Because when you speak directly to the pressing issues your prospects face, you earn their attention. You become not yet another email in their inbox, but a valuable and trustworthy partner. So, next time you prepare your outreach, ask yourself: Is my message truly relevant? Or am I just ticking personalization boxes? Shift your focus and watch the magic unfold. Have you ever experienced the power of prioritizing relevance over personalization? Let's discuss in the comments below.

Every founder has that one painful moment of truth. Here’s mine. When we started selling Troopod, I thought our product would speak for itself. We had a slick deck, solid case studies, and strong numbers. We’d walk into calls confident and walk out with a polite, “Thanks, we’ll get back to you.” Demo to conversion rate: <20%. I kept wondering what we were missing. Until one day, mid-demo, a brand founder interrupted me and said, “This sounds great, but how does it actually help us?” That hit hard. Because he was right, we were selling personalization, but our pitch was the most generic thing possible. So, we dropped the deck. No slides. No scripts. Just the brand’s website, live on screen. We started doing personalized audits on every call, Analyzing their site in real time, showing where they were losing conversions, and how Troopod could fix it. Suddenly, things changed. Founders leaned in. Marketing heads started asking deeper questions. They could see themselves in our product. Demo to conversion rate: >75%. That moment changed everything for me. Because what worked for us in B2B is exactly what most D2C brands are missing in B2C. Brands still talk to every user the same way One message, One landing page, One-size-fits-all experience. But how do you expect different results if every user sees the same pitch? The easiest way to start with personalization is simple Just align your LANDING page with your AD Even matching these 4 things can put you ahead of 99% brands: 1. Catalogue ↔ Ad creative 2. Headline & description ↔ Ad copy 2. CTA ↔ Ad CTA 3. Discounting ↔ Ad offer When your ad and landing page speak the same language, conversion isn’t luck, it’s logic 🙂 That’s the principle Troopod is built on. Because personalization isn’t a feature. It’s the base expectation in 2025. Agree?

🎯 𝐓𝐡𝐞 𝐑𝐨𝐥𝐞 𝐨𝐟 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐢𝐧 𝐈𝐓 𝐒𝐚𝐥𝐞𝐬: 𝐖𝐡𝐲 𝐈𝐭’𝐬 𝐚 𝐆𝐚𝐦𝐞-𝐂𝐡𝐚𝐧𝐠𝐞𝐫 🚀 In a world of infinite choices, personalization is no longer a luxury—it’s a necessity. For IT sales, where products and services are often complex and high-stakes, personalization can be the key to winning deals and building lasting relationships. 💡 𝐖𝐡𝐲 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐌𝐚𝐭𝐭𝐞𝐫𝐬: - 𝐂𝐥𝐢𝐞𝐧𝐭𝐬 𝐒𝐞𝐞𝐤 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬, 𝐍𝐨𝐭 𝐏𝐫𝐨𝐝𝐮𝐜𝐭𝐬: IT buyers are looking for tools that fit their unique challenges, not a one-size-fits-all approach. Tailoring your pitch shows you understand their needs. - 𝐂𝐮𝐭𝐬 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐍𝐨𝐢𝐬𝐞: Decision-makers are bombarded with generic sales pitches daily. Personalization helps you stand out. - 𝐁𝐮𝐢𝐥𝐝𝐬 𝐓𝐫𝐮𝐬𝐭: Showing that you’ve done your homework fosters credibility and strengthens relationships. 💼 𝐇𝐨𝐰 𝐭𝐨 𝐀𝐝𝐝 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐭𝐨 𝐘𝐨𝐮𝐫 𝐈𝐓 𝐒𝐚𝐥𝐞𝐬 𝐏𝐫𝐨𝐜𝐞𝐬𝐬: 1️⃣ 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐓𝐡𝐞𝐢𝐫 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬: Dive deep into the client's industry, goals, and challenges. Use their language, not tech jargon. 2️⃣ 𝐓𝐚𝐢𝐥𝐨𝐫𝐞𝐝 𝐃𝐞𝐦𝐨𝐬: Highlight features that solve their pain points rather than running a standard demo. 3️⃣ 𝐃𝐚𝐭𝐚-𝐃𝐫𝐢𝐯𝐞𝐧 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬: Use CRM tools and analytics to personalize follow-ups, proposals, and communication. 4️⃣ 𝐑𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐂𝐚𝐬𝐞 𝐒𝐭𝐮𝐝𝐢𝐞𝐬: Share examples from industries or companies similar to theirs. 📊 𝐓𝐡𝐞 𝐑𝐞𝐬𝐮𝐥𝐭𝐬 𝐒𝐩𝐞𝐚𝐤 𝐟𝐨𝐫 𝐓𝐡𝐞𝐦𝐬𝐞𝐥𝐯𝐞𝐬: Companies that focus on personalization see higher win rates and stronger customer loyalty. 80% of customers are more likely to buy when businesses offer personalized experiences (source: Forbes). 🌟 In the fast-paced IT world, where decisions can mean millions, personalization isn’t just about being nice—it’s about being effective. 💬 How have you personalized your approach in IT sales? I’d love to hear your experiences and strategies! #ITSales #Personalization #CustomerSuccess #SalesTips