Oren Klaff's idea that salespeople should position themselves as the prize customers want to win. Target only the customers you're excited to serve, deliver outsized value, and make the deal feel like they won more than you did. That shift unlocks what's possible.
Be the prize to your customer. There's an author on sales strategy named Oren Klaff. He's written a couple books like Pitch Anything and Flip the Script. But one of his big ideas is what he calls pricing. And the idea is that you want to be— when you're in sales, you want to be sought by the customer. And often you're in a meeting, you're sort of having an opportunity to pitch, and really what you want them to do is be excited about working with you. You want them to be going out of their way to work with you and to be getting the best value that you're going to provide. I think this is a really useful framing. It says that you should be picking your customers. The customers who you want to work with, who you are excited about creating massive value for. That the purchase of your stuff should be a win for them even more than a win for you, right? In fact, probably multiples more win for them than is a win for you. When you do that, when you can be selling that and believing that yourself, man, there's no limit to what you can do.
