Whether you’re a comic-book buff or the furthest thing from it, you have to be in awe of what Marvel has pulled off.  Its Marvel Cinematic Universe, or MCU to the uninitiated, is an epic achievement.

Marvel’s strategy from the get-go was unprecedented.  Superhero movies have been around for decades, but they’ve always been self-contained.  No one else ever attempted to create a series of films featuring different characters and disparate plotlines that ultimately converged in a single cohesive, well, universe.

The reward for their risk has been mind-blowing.  The MCU is the highest-grossing film franchise of all time.  It’s not even close, and there’s no end in sight to its expansion.

Why has Marvel’s ambition worked so well?  Yes, their comics are home to some of history’s most popular heroes like Spidey, Hulk, and good old Captain A.  Yes, the action and visuals are stunning.  Yes, there’s just the right amount of humor to complete the experience.

All of that would have been for nought, though, if the films didn’t carefully develop each storyline in a measured, believable way over time—you know, to the extent space-traveling gods and talking raccoons are believable.  It’s as much about character development as it is about throwing fists.

Unfortunately, not all comics rightsholders have been so savvy.  DC, the other industry titan with all-timers Superman and Batman, has even created a disaster according to many fans.

Of the many reasons its DCEU has stumbled, the biggest is the same one that’s made the MCU so successful:  storytelling.  DC rushed to compete, quickly cobbling together its heroes without taking time to properly build their arcs.  The result has been forced integration that’s lackluster and unconvincing.

So, where’s this extended pop-culture prelude going?  Simply put, what Marvel has done with its franchise is actually quite transferrable to the business world.  People respond to (good) storytelling.  As every sales consultant will tell you, we’re hardwired for it.

What then does this mean for your sales pitch as the title of this piece suggests?

It means that the structure of an effective presentation uses a story-based approach.  It may take five slides or 15, but the journey must be sequential and intuitive to leave no room for doubt among prospects.

Below is the outline I’ve used with clients looking for a stronger response after the first sit-down.

Capture Attention

Don’t start with you.  Rather, create a runway that establishes the conditions you will ultimately solve for.

You can do this by introducing a new commercial insight that replaces an existing worldview shaping their strategy.  For example, this could be a key shift in the market that’s highly relevant to them.  Positioning it like this is less likely to put people on the defensive than using “problem” or “challenge” when you still lack insider knowledge of their business specifically.

Doing Nothing Is Not an Option

Businesses that fail to adapt to your initial insight will continue to get the same results.  Unacceptable results.

You can share market data or examples of companies that have faltered to reinforce your claim.  The story at this stage is about your prospect facing a dilemma that absolutely must be addressed.  Status quo will lead to status woe.

Promised Land

It’s not all doom and gloom.  Companies that have embraced this new reality have positioned themselves for success in the market.  Paint the picture of what life is like when they break the status quo.

You still haven’t mentioned your own brand at this point.  So far, it’s about establishing the two directions the prospect can go—one that leads to disruption, the other to enrichment.  The idea is to get their heads nodding in agreement that this all makes sense and that the promised land is what they want.

How to Reach the Promised Land

So, how do we get there?  By using the right tool.  It has specific features that generate valuable benefits that produce desired outcomes.

You’re effectively describing your own solution without naming it.  This continues an objective, unbiased story that’s solely focused on their journey.

Reveal the Solution

By now they’ve agreed that there is a new reality, understand they have to adapt, and see what life will be like once they do by using the right tool.  You’ve led them down a path with only one natural conclusion:  you’re that tool.  Now you can talk about why your solution isn’t just the ideal solution, but the only one that makes sense if they’re serious about their success.

This gives them the context they need behind what you’re pitching, which wouldn’t have been the case by starting out with your business off the bat.  Before they buy into you, they have to buy into the idea of you.  The right story arc builds the argument.  All you have to do is tell it.

Just don’t let DC direct it.

We all know Clark and Bruce will bounce back, they always do.  While we’re waiting, I’m still up for chit-chatting about storytelling.  Preferably about your business, but I’ll accept comic-book adaptations as well.