Forget your pitch. The most successful sales teams personalize in every sales conversation. 

It’s not about what we’re selling—it’s about how we tailor our conversation to understand our buyer’s personal win and connect our products and services to this win through storytelling. 

This shift from product pitching to buyer personalization earns the trust of your prospects, builds strong relationships and ultimately is the key to winning more deals.

The challenge is our brains are naturally wired to product pitch. We get excited about our products and we want to share that enthusiasm with our prospects.  

Talking about our product is also a very comfy conversation, because we have talked about our stuff hundreds of times. 

However, buyers are inundated with generic presentations and pitches, and can only connect with discussions that are personalized to them. 

So, how do you get good at personalizing each conversation? Prepare and execute a good 3-part meeting that confirms what your buyer values most at each stage of the sales conversation:

1. Value Discovery

Everyone says they do “good discovery.” But are you asking: “What keeps you up at night?” questions, or are you asking guided questions that link back to the kinds of problems you can help them solve?

Are you asking 2nd and 3rd level questions that get them to connect the personal win to the functional or business win? Are you prompting them to describe what good looks like and what metrics they will see as evidence that they are moving in the right direction? 

2. Personalized Storytelling

Once you have a clear understanding of your buyer’s goals, their current gaps in achieving the goals and the impact to them personally and their organization, then, it’s time to craft a story. 

This isn’t just any story; it’s a narrative that places your buyer as the hero and your product as the tool that helps them achieve their goals. Use real-life examples and case studies that mirror their situation. 

Show them that you have successfully helped others in similar situations. 

3. Confirm Next Commitments

The final stage is about confirming their willingness to take actions with you. If they are not, we likely missed something in parts 1 and 2. 

This is also your opportunity to map the road ahead, teach them how to buy and confirm the ideal timelines that will help you help them. Teams that run these three-part meetings convert deals at a 35%-40% higher rate than those that don’t. 

Why? Because they are focused on what truly matters to the buyer at every stage of the conversation. They listen, they understand, and they tailor the conversation accordingly.

Personalized pitching is more than a sales tactic—it’s a mindset. It’s about putting the buyer first and demonstrating genuine empathy and understanding.