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Vera

Say what you sell in two sentences.

The answer to "so what do you do" that you give forty times a week.

It takes you ninety seconds and the other person has stopped listening.

What Vera actually is

A phone call with someone who is not there. You say the thing out loud, they answer the way a real person would, and you get to do it again — as many times as it takes, with nobody listening.

1She calls youA real phone call, about ten seconds after you tap. Lock screen, headphones, car — wherever you take calls.
2She plays the other personNot a coach reading tips. Your 30-Second Pitch, with someone on the other end who answers back.
3She pushes when you are vagueFollow-up questions, interruptions when you ramble, and a straight read at the end on what landed.
Start Practising

15 minutes free · no card needed

Start Practising

15 minutes free · no card needed

“What if I am bad at it?”Everyone is, on the first one. That is the entire reason it happens here and not there.
“What if I do not know what to say?”She asks first and follows up on whatever you answer. You never start from a blank page.
“What if it is awkward?”It is, for about twenty seconds. Then it is a conversation, and nobody heard the twenty seconds.

Not practising doesn’t save you anything.

The ticket, the evening, the weeks of applying — all of it is spent before anyone says a word. The practice is the only cheap part, and the only part that changes how the rest goes.

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What they'll actually say

A prospect who pushes back, then follows up on however you handle it.

  1. So what do you do?
  2. That was four sentences. Again, two.
  3. Explain it to me like I am a CFO, not a user.
  4. What changes for me if I buy this?
  5. Now do it without using any of your product terms.
More about this one

Every rep gives some version of this daily — on calls, at events, to a prospect's colleague who wandered into the room — and most have never deliberately built it. The default version accumulates rather than being written: a feature list with company history attached, delivered at a length nobody asked for. Compressing it is uncomfortable, which is why saying it out loud repeatedly is the only method that works.

Why this one is hard

CompressionCutting to two sentences forces you to decide what actually matters, which most pitches never do.
Feature driftThe default version lists what the product does rather than what changes for the buyer.
AudienceThe version for a practitioner and the version for a CFO are different, and reps usually have one.
JargonInternal vocabulary that means nothing outside the building, used without noticing.

What Vera listens for

LengthMost first attempts run three times longer than the speaker thinks.
Outcome versus featureWhether the pitch names what changes for the buyer or what the product contains.
Jargon densityWords that only make sense if you already work there.

Related practice

Discovery CallsQuestions that open a prospect up, and the discipline not to fill silence.DemosShowing the three things that matter and handling the question mid-flow.Cold CallsOpeners, the early brush-off, and staying on the line past the first no.For Founders SellingSelling your own product without explaining all of it.

Common questions

How long should it be?

Two sentences for most situations, with a longer version ready if they ask. Leading with the long one is the mistake.

Should I have different versions?

At least two — one for the person who would use it, one for the person who would pay for it.

What if my product is genuinely complicated?

Then the two-sentence version describes the change rather than the mechanism. Complexity is a reason for compression, not an excuse from it.

Who this matters most for

For SDRs & BDRsFor Founders SellingFor Freelancers & Consultants

Rehearse it once before it counts

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