SAS builds the world’s most effective business intelligence systems. Their slogan is ‘ThePower to Know’. But the length of their sales pitch documents—over 100pages—makes it rather difficult to ‘know’. The lead salesperson on a big pitch for an international hotel chain wanted to make sure that the client fully understood SAS’ value proposition.
After perusing the pitch and spending several hours locked in a meeting room with four voluble sales guys, I wrote this four-page letter. It clearly illustrates the three main ways in which SAS’s solution outshines competitors’.
After reading the letter, the chief decision-maker at the hotel chain wrote back “Ok, now I get it.” SAS won the business.