Zuora built a $1B company thanks to a secret framework they use in their pitch.
Here's a breakdown (so you can use it too):
Here's a breakdown (so you can use it too):
Start with the end in mind:
Zuora wants the prospect to decide that they should switch to a subscription business model.
→ Question for you
What change will your prospect want to make after this presentation?
Zuora wants the prospect to decide that they should switch to a subscription business model.
→ Question for you
What change will your prospect want to make after this presentation?
Show the change in the market:
Zuora shows us proof that the market has shifted to subscription, not ownership models.
→ Question for you
Which facts prove that the market has changed and your prospect's current model no longer works?
Zuora shows us proof that the market has shifted to subscription, not ownership models.
→ Question for you
Which facts prove that the market has changed and your prospect's current model no longer works?
A visual to capture this change:
Zuora presents one visual that any prospect can identify with. Examples that we know of where subscription services are appearing.
→ Question for you
Is there a photo or illustration that captures the change in your market?
Zuora presents one visual that any prospect can identify with. Examples that we know of where subscription services are appearing.
→ Question for you
Is there a photo or illustration that captures the change in your market?
What happens if we don't embrace this change:
Zuora gives us the fact that old companies are dying faster than ever before.
→ Question for you
Is there a symbol, a piece of data demonstrating the decline of businesses in your market that represent the old?
Zuora gives us the fact that old companies are dying faster than ever before.
→ Question for you
Is there a symbol, a piece of data demonstrating the decline of businesses in your market that represent the old?
What happens to those that embrace the change:
Zuora presents an old juggernaut that has survived by embracing the change.
→ Question for you
Which businesses are thriving in your market by making the change you're presenting to the prospect?
Zuora presents an old juggernaut that has survived by embracing the change.
→ Question for you
Which businesses are thriving in your market by making the change you're presenting to the prospect?
Share examples of market disruptors:
Zuora shares the example of a company founded on the principle of subscriptions (and giving the old guard a serious kicking).
→ Question for you
Which businesses have entered the market and are outperforming your prospect?
Zuora shares the example of a company founded on the principle of subscriptions (and giving the old guard a serious kicking).
→ Question for you
Which businesses have entered the market and are outperforming your prospect?
Now tell me why the change is happening:
Zuora shares the key benefits of the subscription model, which explains why the shift from owned is happening.
→ Question for you
Help us understand the change in your market. Why are customers switching to your new model?
Zuora shares the key benefits of the subscription model, which explains why the shift from owned is happening.
→ Question for you
Help us understand the change in your market. Why are customers switching to your new model?
Now show me the details of your product:
Once Zuora has convinced their prospect on the subscription model, they present the case for using Zuora to manage the subscription process.
→ Question for you
What do you offer that helps me ride this new wave?
Once Zuora has convinced their prospect on the subscription model, they present the case for using Zuora to manage the subscription process.
→ Question for you
What do you offer that helps me ride this new wave?
Proof:
Now Zuora gives us testimonies from credible companies.
→ Question for you
How can I trust that you'll deliver?
Now Zuora gives us testimonies from credible companies.
→ Question for you
How can I trust that you'll deliver?
TL;DR Zuora's irresistible pitch framework (Pt 1):
1/ Start with the end in mind
2/ Show the change in the market
3/ A visual to capture this change
4/ What happens if we don't embrace this change
5/ What happens to those that embrace the change
1/ Start with the end in mind
2/ Show the change in the market
3/ A visual to capture this change
4/ What happens if we don't embrace this change
5/ What happens to those that embrace the change
TL;DR Zuora's irresistible pitch framework (Pt 2):
6/ Examples of market disruptors the market
7/ Now tell me why the change is happening
8/ Now show me the details of your product
9/ Proof
6/ Examples of market disruptors the market
7/ Now tell me why the change is happening
8/ Now show me the details of your product
9/ Proof
Hope you enjoyed the thread.
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Want more?
Follow @liammotivado for weekly threads on Visual Storyselling
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