Sales = Value + Trust: A Pitching Rule You Can’t Ignore
The Core Idea
Sales—whether it’s selling a product, a partnership, or your startup to an investor—boils down to two elements: Value and Trust. Get these right, and you’ll nail your pitch. Miss either, and you’re done before you start.
The Framework in Action
Here’s how it plays out in real-world scenarios:
Buying a Car:
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Value: Mileage, service network.
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Trust: Market leader reputation.
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Result: You buy a Maruti Suzuki.
Buying a House:
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Value: Quality construction, price appreciation.
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Trust: Financial strength, proven track record.
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Result: You choose DLF, Hiranandani, or Godrej.
Buying Insurance (A Misuse):
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Value: Insurance + investment return.
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Trust: Recommendation from personal network.
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Result: You go for LIC—often a poor investment product exploiting trust.
Business JV Partner:
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Value: Market expertise.
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Trust: Deep-rooted business values.
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Result: You partner with TATA.
Applying This to Fundraising
Here’s how founders can use this framework to pitch to investors:
Value:
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Large market opportunity (TAM).
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High margins or strong product-market fit.
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A growing market or exceptional product.
Trust:
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A capable and experienced team.
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Demonstrated growth or solid traction.
Combine Value and Trust, and you become a startup worth investing in.
The Takeaway
Whether you’re pitching to investors or selling a product, always answer two questions:
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What value do I bring to the table?
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Why should the other party trust me?
It’s that simple—but rarely done well.