Go beyond simply describing customer pain points. Give their core problem a unique, memorable name (e.g., "the invisible sales team"). This act of naming establishes you as an expert, builds instant credibility, and gives the prospect a new lens through which to view their challenge.

The speaker lost a promising lead by describing his service with vague terms like "strategy" and "enablement." He realized he should have focused on the specific, tangible problems his service solves, like overcoming cultural differences for offshore sales teams calling into America.

Visionary founders often try to sell their entire, world-changing vision from day one, which confuses buyers. To gain traction, this grand vision must be broken down into a specific, digestible solution that solves an immediate, painful problem. Repeatable sales come from a narrow focus, not a broad promise.

Instead of viewing niching as restricting business, adopt the "FOCUS" mindset: Fix One Clearly Urgent Struggle. This forces you to solve a high-value problem for a specific audience, which positions you as a category of one, much like the water brand Liquid Death.

Instead of a feature-focused presentation, close deals by first articulating the customer's problem, then sharing a relatable story of solving it for a similar company, and only then presenting the proposal. This sequence builds trust and makes the solution self-evident.

Move beyond selling products or solutions. The highest level of selling is articulating the customer's problem so well, and expanding on its implications, that they see you as the only one who truly understands and can solve it.

Don't just list all your features. To build a strong 'why us' case, focus on the specific features your competitors lack that directly solve a critical, stated pain point for the client. This intersection is the core of your unique value proposition and the reason they'll choose you.