Effectively conveying the value of your product or service requires preparation and a deep understanding of your audience. Start by identifying the different stakeholders involved in the decision-making process and their unique pain points. For instance, if you’re selling a medical imaging device, the CEO might value ROI, the radiologist might care about diagnostic precision, and the patient might prioritize better outcomes. Tailor your pitch to address the priorities of the person you’re speaking to, ensuring it resonates with their specific needs. This personalized approach increases the likelihood of sparking interest and opening the door for further discussion without being pushy.