Suleman Siddiqui

CEO @ Wave Growth

Suleman Siddiqui

CEO @ Wave Growth

4 Ways to Pitch Irrefutable Value to Your Prospective Clients

4 Ways to Pitch Irrefutable Value to Your Prospective Clients


In order to succeed in high-level B2B sales, you need to craft a meaningful message to every prospective client you communicate with. A CEO will require a different approach than a CTO; each role has its own individual challenges and pain points, and you need to demonstrate that you understand what those are before real communication can begin.

In addition to having a persona-based message, you need to be able to communicate value to your prospective clients. You need to articulate how your product will address their pain points and add value to their business.

Does your product create efficiency, freeing your prospective clients from tasks that demand too much of their time? Does your product add sales capability, allowing them to focus on their core business? What will happen if they don’t invest and their pain points go unresolved for the foreseeable future?

To emphasize the value you are offering, it’s helpful to include the following in your sales pitch:


Building rapport can be difficult when contacting CEOs, COOs, or CTOs who usually have little time to spare. For a person in a stressful leadership position, time is often the most valuable resource they have, so keeping your message focused and highly-personalized is critical.

Starting the conversation by offering your name is expected, but demonstrating the ability to listen and acknowledge the needs of a prospective client is a good way to add value within the first few minutes of a conversation.


If you know your prospective customer, and you understand the issues they’re facing, and they fit within your ICP, then it’s time to emphasize why you are contacting them; what your personal mission statement is.

If your goal is to help your clients focus on their core business by taking the pain and risk out of choosing a software developer who can deliver solutions on-spec, on-time and on-budget, then you need to communicate that clearly before discussing your product’s features.

Explaining your ‘why’ helps to build trust and rapport with your prospective client, but most important; it allows them to buy into your mission. If they agree that what you are doing has value to them, then it becomes easier for everyone to focus on the opportunity.


How do you follow-through on your mission? For example, you might help your clients by matching them with proven custom software development companies, and you might be using a process-based approach to ensure that the products you deliver meet all expectations.

By letting your mission flow into the way you address pain points and create solutions for your clients, you are linking the two together.

Linking your process with your mission (that already has the potential customer’s buy-in) is an effective way of putting value on how you accomplish your goals.


This is what your company does best. You are the right choice for your prospective clients, and describing your experience adds more value to your offer.

How many companies have you helped to choose the right software developer, the right solutions, or the right form of financing or investment? Your case studies are a testament to your capabilities; proof that this is what you do, and no one can do it better.

Your prospective B2B client is normally motivated by the opportunity to earn the respect of their superiors or increase the value of their companies for investors, so having the option to choose a proven partner with an exciting body of work is valuable.

Summarize and Follow Up

A decision-maker who has been dealing with a problem for a long time will often welcome the opportunity to discuss it with a salesperson who asks important questions then actively listens and summarizes what the issues are. After the prospective client has bought into the mission, the capability, and the experience your company is offering, the value you add should be clear.

Do you have additional ways to add value to a sales pitch? Do you believe that price is more of a determining factor than added value?

Please leave your personal stories and comments below!

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