Podcast episode
Why Executives Ignore Your Sales Pitch (And How to Fix It Fast) | Nate Nasralla
30 Minutes to President's Club20 Nov 202552 min
Description
Buy "Brief and Brilliant' Here Turn executive meetings into closed deals with Nate Nasralla’s 4-sentence framework, one-page business case, and proven tactics to speak the language of leadership and win buy-in fast. 🎙️ACTIONABLE TAKEAWAYS: • Build a 4-Sentence Soundbite: Use Nate’s formula — Because of [shift], now’s the time to [act], to avoid [risk], and unlock [reward] — to frame every deal in language that resonates with decision-makers. • Create a One-Page Business Case: Summarize the priority, problem, approach, outcome, and investment on a single white page using their metrics and internal language — not your logo or jargon. • Write “Through” Your Champion: Every email should be forwardable. Write so your internal contact can easily share your message up the chain with clarity and confidence. • Run Executive Meetings Like a Pro: Set a clear objective, use soundbites as anchors, get problem agreement first, and drive the meeting toward a single decision or blocker removed. RESOURCES DISCUSSED: One Page Business Case 🏋 30MPC Training: 30mpc.com/training
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Every place a page here uses this source, in the order the words come in it.
It's not the other vendor who does the same thing or is in our space. Yeah, I mean, it reminds me of, it's actually funny, something that Jason Bay said to me when we were doing our cold email prospecting course with him was he said, when you're outbounding, your job is not to try to convince them to change their priorities. “Your job is to figure out what are they already sold on doing, this back to blue thing at” Best Buy. They're sold on that. They're doing that. How do I attach what I sell to the thing they're already sold on? It's way too much work to try to get somebody to change their mind. It's still work to try to get them to buy your thing, but if you can attach to something that they're already sold on, that is how you initiate more deals and move them faster. Correct.
In Prospecting
Your job is to figure out what are they already sold on doing, this back to blue thing at Best Buy. They're sold on that. They're doing that. How do I attach what I sell to the thing they're already sold on? It's way too much work to try to get somebody to change their mind. It's still work to try to get them to buy your thing, but if you can attach to something “that they're already sold on, that is how you initiate more deals and move them faster.” Correct. And it's one of the things like as we've had conversations over time that we come back to is there is always a catchphrase or a code name inside of your target accounts. If you can find that, like back to Jason's point, and you use that language, you've now cut out multiple sentences from a cold email, multiple minutes of a live conversation because
discovery. Are you using this as a recap email, as an agenda for the next meeting? How do you actually introduce this? Yeah, I mean, all of the above. So it starts in, for example, your pre-call research, you can go out and learn about some of the Imagine That campaigns to bring more personalized “experiences in the Best Buy case. So pre-call, that then drives the cold email, which then” sets up the opening minutes of why you're talking to somebody in a live discovery call. As you confirm, you correct, you learn more, then that's going to get rolled into your follow-up email, affordable email, the executive summary, the opening of a demo, the handoff to CS, so on and so forth.
As you confirm, you correct, you learn more, then that's going to get rolled into your follow-up email, affordable email, the executive summary, the opening of a demo, the handoff to CS, so on and so forth. So this is how you, in brief, communicate what's important to the executive, why you “should do a change, what happens if you don't. Anywhere you go in your sales cycle.” Correct. That's right. That's right. You're repeating basically the same soundbite again and again and again in every meeting you have, in the written communications you share, when you finally get in front of the executive, probably in your demo, you're saying this stuff again and again and again, right?
how would increasing that investment change the outcome scenario in the section right above? And so if you really want, you could begin to add a base case and a best case scenario inside of that table alongside of the currency. This is good. So as an executive, I know why this matters to my business, the problem it's solving, how we should solve it, “how we will know if it's working through the target outcomes” or the result that we would like to achieve, and then how much I need to spend in terms of people, resources, dollars, everything. Exactly, and you should be able to get all of that in 60 seconds. And this is why putting it down on paper, one, clarifies, like, do we have a good message? Two, you can attach this to a calendar invite
how we will know if it's working through the target outcomes or the result that we would like to achieve, and then how much I need to spend in terms of people, resources, dollars, everything. Exactly, and you should be able to get all of that in 60 seconds. And this is why putting it down on paper, one, clarifies, like, do we have a good message? “Two, you can attach this to a calendar invite” for an exec to scan before joining the meeting. And three, make sure it's four-digit around even before that meeting. And it's not a 24-page sales business case with my logo slapped all over it. Yes, and this is actually, this is very important. The message is the medium, the medium is also the message. So when we're talking about this,
sales training, we'll go through the idea of an upfront contract and so on. It's not that. “It's the point that we're trying to leave the meeting with to say hey, based on the holiday” timing that your team is thinking about for the next campaign, we're looking at do we run a pilot and if so which stores do we include? All right, so I'm going to tee up with where are we going so that there's a point to it. Now, at that point I'm going to pause because an executive,
Thank you both. Cheers, folks. Go check it out. Today's show was brought to you by 11X, your all-in-one digital GTM team handling, creating, qualifying, and converting pipeline across every channel. If you are still using stale triggers like congrats on the funding, you're getting blended in with everybody else. The best use unique signals, exact LinkedIn posts, negative product reviews, “podcast appearances, and use those as their trigger.” And we built a growth playbook with our friends at 11X breaking this stuff down. You can get it for free at 11X.ai backslash 30MPC or grab it in the show notes. What's going on, folks? Quick heads up. The week of September 21st is SKO slash RKO planning week at 30 minutes to President's Club.
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