The discovery phase of a sales call isn't a generic interrogation or a prelude to a demo. Its only goal is to understand the customer's PULL: their specific Project, its Urgency, the other Options they've considered, and the Limitations of those options. Only then can you effectively position your product.

While VC pitches require an expansive vision, customer pitches are more effective when they're small and specific. After understanding their demand, describe your product narrowly as the exact tool that solves their immediate project. This precision builds confidence and creates pull.

Sales conversations often rush to demo a "better" product, assuming the buyer wants to improve. The crucial first step is to help the prospect recognize and quantify the hidden costs of their current "good enough" process, creating urgency to change before a solution is ever introduced.

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.

Founders often over-explain their product, showing every feature from the login screen to settings. Instead, demo only the specific functionality that solves the customer's stated problem. Anything more introduces confusion and causes them to lose interest.

Don't pitch features. The salesperson's role is to use questions to widen the gap between a prospect's current painful reality and their aspirational future. The tension created in this 'buying zone' is what motivates a purchase, not a list of your product's capabilities.

To sell effectively, avoid leading with product features. Instead, ask diagnostic questions to uncover the buyer's specific problems and desired outcomes. Then, frame your solution using their own words, confirming that your product meets the exact needs they just articulated. This transforms a pitch into a collaborative solution.

Buyers often volunteer the exact details of their problem—their project, its urgency, and their frustration with current options. However, traditional sales training teaches founders to ignore these cues, interrupt the customer, and pivot to pitching their solution, thereby missing critical information.

Founders mistakenly believe a demo should showcase every feature to prove the product works. The real goal is to make the buyer feel understood. Show the minimum necessary to make it 'click' for them that your solution fits the specific demand they just described.