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The first step in developing an effective commercial teaching pitch is defining the specific capabilities that set you apart from competitors. The next step is to identify the specific customer problems that are resulting in significant lost sales or unnecessary costs. Iridium Therapeutics successfully completed these challenging tasks and then began convincing customers to rethink their working assumptions by connecting challenges that they acknowledged with bigger problems and opportunities than they ever realized. Iridium then quantified the financial implications of its insight in a way that was both credible and connected emotionally with customers. In the final step of its commercial teaching pitch, Iridium demonstrates how its solution is better able than anyone else’s to help customers capitalize on these opportunities.Knowledge Test