Open With Their Problem, Not Your Company
Practical ways to open with their problem, not your company, so your proposal feels like it was written for them.
Their situation comes first. Your history can wait.
10 tips that really help
These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.
Customers care about themselves first
Opening with their situation shows you listened and earns attention.
Start with them.
Use their words
Quoting their own goals and concerns proves you understood.
Include a real quote.
Show what you heard
A short recap of their needs at the top builds confidence.
Write three bullet points.
Move your company history later
Details about you matter less than their needs, so place them near the end.
Reorder sections.
Link every section to their goals
Each part should answer why this matters to them.
Check each heading.
Use you more than we
Counting pronouns helps make the proposal feel focused on them.
Edit to balance.
Write a headline about their result
A title such as How to get more repeat customers speaks directly to them.
Rewrite your title.
Ask them to confirm your summary
Inviting corrections prevents errors and shows respect.
Send a draft.
Have a colleague review
Fresh eyes can spot where you drifted into talking about yourself.
Ask for feedback.
Readers care about themselves
Start with them.
Rewrite.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“You said the busy season is when things break down.”
“It costs you about two hours a day.”
“You want a smoother season.”
“Here is how we propose to do that.”
“Have we captured it correctly?”
“Thank you for the detail.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Rewrite your opening in their words
Delete your company history
Add the cost of the problem
Add their goal
Link to your plan
Ask them to confirm
Shorten
Further reading
- Building a StoryBrand (Donald Miller)
- Pitch Anything (Oren Klaff)
- Made to Stick (Chip Heath and Dan Heath)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Tell Stories That Sell”
Keep going. Small steps every day make a big change.
← Previous: A One-Page Proposal That WinsNext: Show Options: Good, Better, Best →
- Why Stories Beat Statistics
- The Simple Story Shape: Problem, Struggle, Win
- Make the Customer the Hero
- Find Stories in Your Everyday Work
- Keep It Short, Keep It Real
- Add One Vivid Detail
- End Every Story With a Point
- Collect Stories While They Are Fresh
- The Before, During and After Story
- Use Real Numbers Honestly
- Tell a Story Like Your Customer Would
- Match the Story to the Buyer
- Case Studies People Actually Read
- Ask for Testimonials Without Awkwardness
- Your Ten-Second Introduction
- The One-Sentence Pitch
- Cut the Jargon
- Lead With the Problem You Solve
- Make the Benefit Obvious
- Use Simple Words and Short Sentences
- The Message Test: Can They Repeat It?
- Open With a Hook
- The Three-Point Presentation
- Slides That Support, Not Distract
- Demo the Result, Not the Features
- Use Pauses Like a Pro
- Handle Questions Mid-Presentation
- Close Your Presentation Strongly
- Hold the Room Without Shouting
- Use Your Hands and Eyes
- Control Your Pace Under Pressure
- Recover From a Slip
- Pitch to One Person or Twenty
- Pitch Over Video With Energy
- A One-Page Proposal That Wins
- Open With Their Problem, Not Your Company
- Show Options: Good, Better, Best
- Make Pricing Easy to Understand
- Add a Clear Next Step
- Proofread Like a Professional
