The same pitch doesn't work for every stakeholder. Customize your message based on who you're talking to -- their role, concerns, and language.
Tailor For Resonance
Core Principle
Dixon and Adamson's Tailor for Resonance recognizes that the same pitch fails across different stakeholders. The CFO cares about ROI, the end-user cares about ease, the CTO cares about integration. By mapping stakeholders, researching their priorities, and preparing tailored messages, you win complex, multi-stakeholder deals.
Step-by-Step Execution
Example in Action
Same product, three stakeholders: To the CFO: 'This will reduce operational costs by 35% and pay for itself in 4 months. Here's the ROI model.' To the CTO: 'It integrates with your existing Salesforce and AWS infrastructure via native APIs. Zero custom development needed. SOC 2 compliant.' To the Sales Manager: 'Your reps will save 2 hours per day on admin work. That's 10 more selling hours per week per rep. With your team of 20, that's 200 extra selling hours weekly.' After the group meeting, send individual emails: - CFO gets the ROI spreadsheet - CTO gets the technical documentation - Sales Manager gets the case study from a similar team
Practice this technique with an AI-powered roleplay scenario.