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Pitch Like A Doctor
Read time 0.7 minutes.
One of the industries that nails pitching is medicine. Doctors are some of the best salespeople in the world.
While they benefit from a unique social status and expertise, they also employ a unique pitching tactic that every founder should try to mimic: The Diagnosis.
What is a diagnosis?
When you see the doctor, they don’t immediately try to sell you on any procedure, medicine, etc. Instead, they provide a diagnosis. They look at you and tell you what they recommend that you do. This is very powerful because they are essentially selling you both a problem and a solution to fix something you understand; your poor health.
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How can you mimic this?
Founders should think of themselves as doctors for society. Your role is to find problems in society and heal them.
How does this impact your pitch? Everyone understands significant social issues like loneliness, mental health, physical health, misinformation, access to opportunity, equality, etc. Your company should diagnose why there are issues in these widely understood social problems, theories, and trends and sell a solution.
For example, I recently worked with a company making education more engaging for students.
Their old pitch: Half of students are disengaged; we help students become more engaged.
Their new pitch: The U.S. education system is broken; this is because most students don’t feel classes prepare them for the real world, making them disengaged and uninterested; we have the solution.
This small change is very impactful. Now their old “problem” is diagnosing a wider social issue that everyone can understand. Their pitch will resonate with more people, and their solution isn’t solving a problem nobody cares about; it’s solving a massive social issue.
Do you pitch your company as a diagnosis and solution for a larger social issue? |
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