Chapter 2

Can one pitch convince a whole committee?

Một câu chuyện có thuyết phục được cả hội đồng?

The chapter's question

How do the customer's payer and users care about different things?

Big idea

The same solution must be told as four different stories for four different people.

In this chapter

  1. Part 2.1

    What the User Needs

    What does the daily user fear?

  2. Part 2.2

    What the Payer Needs

    Which number does the budget holder look at?

  3. Part 2.3

    The Blocker

    Who has the power to say no, and on what grounds?

  4. Part 2.4

    A Page for Each Role

    Do I have separate material for each of them?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Selling to a Committee is free to read right here.

Read in Conan School

Chapters of Selling to a Committee

  1. 1.Do I know the deciders, or just guess?
  2. 2.Can one pitch convince a whole committee?
  3. 3.Have I armed my inside champion to win without me?
  4. 4.Will my proposal survive their closed-door meeting?
  5. 5.Is the opponent an enemy, or an unconvinced ally?