You want the shortest path from pitch to sale. Being original is going to send you on a detour.
If you’re in sales, you probably know this: Selling something new and different is a lot harder than selling something that’s familiar or something that’s just a little bit different and hopefully better. Most people are reluctant to try new things.
This is probably a lot less true for entrepreneurs, but the vast majority of your potential buyers aren’t going to be entrepreneurs or risk-takers. That means you’ve got to learn to speak their language and put your selling proposition into a framework that they understand, appreciate and are comfortable with.
Let me give you a great example from my days of selling Xerox machines to law firms.
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