Sales drive business. That is a simple view of the situation. The question is, how can my sales drive business? Focusing on this question will help you position your venture to make key sales more efficient and personal.

Making a sale is not so different from courting someone in a relationship. Your venture does the wooing. Wooing can be seen as relationship building, educating, advertising, and communicating with your potential customer base. By the time you propose, the infrastructure must exist in a compelling manner that encourages committing to the engagement (closing the deal).

When crafting your sales approach, do not compete on features. Features alone are not persuasive enough to sustain long-term growth. You need to present yourself in a manner that can be easily understood and leveraged by your customers. Connecting in a meaningful way takes more than a polished presentation.

Let's take a tactical approach to the sales pitch, then add some personality into it. Every time you present to a customer or client it should be personalized and tailored to their business. A static presentation will not resonate strongly across multiple industries or company sizes. What approach am I suggesting? I believe a sales pitch based on realistic Business Use Cases presents a strong alignment that a potential customer can recognize. So what are use cases? A simple definition is, how a user will achieve a specific goal or function while using the product or system. If using business use cases isn't a practice you currently use, check out some guidelines.

Once you understand which use cases apply to a potential customer, pitch them based on those alignments. They will understand that using your product or service will make them more efficient, agile, or engaged in the marketplace. Always craft your sales pitch to match the strengths of the customer. If your pitch focuses on elements that are beneficial but mean little to their bottomline, you may not close the sale. Position yourself strategically with business use cases.