Start with the big picture

Too many sales professionals start their pitch in the weeds. Google Cloud ads start with the big picture. For example, here are the first sentences in one of Google's ads as it appear in NYT.

"Google Cloud is helping the Home Depot with solutions to customers' small projects."

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Share resources for a deeper dive

At some point, of course, decision makers require much more information than your initial pitch. Provide increasingly deeper levels of information.

The ads for Google Cloud contain about 60 words. Each print ad is followed by a link that ta...

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Keep the copy short and simple

Now it's time to explain what the product does. The second and third sentences of Google's print ads explain how existing companies are using Google Cloud.

For example, Target is using Google Cloud technology to power its new Drive Up service. What does it mean for customer...

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To summarise

Effective communication is simply good teaching. Provide simple, clear explanations that explain benefits (the why) before the details (the how).

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Mention clients that benefitted the most

"Google Cloud is helping Target and its guests redefine the shopping trip" (Wall Street Journal , February 11).

Peak your prospect's interest with the big picture before diving into the details. If you can name a well-known brand, industry or organization that uses your product, ev...

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