CSM AI Pitching Playbook
How to Present AI and Automation in a Way That Sparks Curiosity, Trust, and Action
- 1 1. Start with the Customer’s Pain — Not the Feature
- 1.1 What to do:
- 1.2 Try saying:
- 1.3 Why it works:
- 2 2. Use Strategic, Non-Technical Language
- 2.1 What to do:
- 2.2 Try saying:
- 2.3 Why it works:
- 3 3. Show, Don’t Tell — Keep It Concrete
- 3.1 What to do:
- 3.2 Try saying:
- 3.3 Why it works:
- 4 4. Use Calm Confidence — Not Sales Hype
- 4.1 What to do:
- 4.2 Try saying:
- 4.2.1 Why it works:
- 5 5. Preview What’s Coming to Signal Momentum
- 5.1 What to do:
- 5.2 Try saying:
- 5.3 Why it works:
- 6 6. Tailor the Tone to the Customer
- 6.1 What to do:
- 6.2 Try:
- 6.3 Why it works:
- 7 7. Frame AI as Workflow Enhancer, Not a Gimmick
- 7.1 What to do:
- 7.2 Try saying:
- 8 Bonus: Quick Response Starters Based on Use Case
- 9 Final Words
1. Start with the Customer’s Pain — Not the Feature
What to do:
Frame the feature as a response to a real-world challenge the customer already experiences.
Try saying:
“One of the things we kept hearing from compliance officers was how hard it is to stay on top of changing regulations…”
“This next feature is really aimed at eliminating all the manual rework you’ve had to do with policy updates.”
Why it works:
Customers don’t care about shiny features — they care about solving their problems. When you lead with empathy and relevance, you earn attention and trust.
2. Use Strategic, Non-Technical Language
What to do:
Position the feature as intelligent, intentional, and built for your domain. Avoid buzzwords.
Try saying:
“We actually built our own AI system here — it’s designed specifically for compliance.”
“It’s not ChatGPT bolted on — it’s MedTrainer’s own logic engine, trained on regulations and policy workflows.”
“It gives you answers — and always includes the source — so you can trust what you’re getting.”
Why it works:
Customers want confidence, not confusion. Strategic phrasing (“designed for compliance,” “trained on regulations”) builds credibility and positions your AI as mature, not experimental.
3. Show, Don’t Tell — Keep It Concrete
What to do:
Explain what the customer can do with the feature, not just what it is.
Try saying:
“You can literally ask it something like, ‘Do I need a compliance officer if I have under 10 employees?’ — and it gives you a sourced answer in seconds.”
“It walks you through what’s missing from your policy and makes recommendations based on the latest guidance.”
Why it works:
This creates an immediate mental picture of utility. Vague descriptions (“it uses AI to help you”) don’t stick. Clear examples do.
4. Use Calm Confidence — Not Sales Hype
What to do:
Speak naturally. Don’t oversell. Use phrases that sound inevitable and helpful.
Try saying:
“We’re really excited about this too — it’s saving teams a ton of time already.”
“This is already live in accounts like yours — and it’s becoming one of our most-used tools.”
Why it works:
Your tone sets the emotional temperature. Calm confidence conveys maturity. It tells the customer: this isn’t a test — it’s a tool people like you are already using successfully.
5. Preview What’s Coming to Signal Momentum
What to do:
Mention what’s in production or coming soon — without making promises.
Try saying:
“We’re about to release something called Policy Guardian. It uses AI to review your policies and flag anything that’s outdated — kind of like spellcheck, but for compliance.”
“Next month, you’ll be able to assign required documents by provider type. That’s in final testing now.”
Why it works:
Signals that your product is evolving in thoughtful ways. It shows you’re ahead of the curve — not just catching up.
6. Tailor the Tone to the Customer
What to do:
Match your style to theirs — and build rapport through rhythm, depth, or lightness.
Try:
For busy executives: “Let me show you how this cuts review time in half.”
For detailed admins: “We can even break it down by location or provider role.”
For relational buyers: “Tell me if this would be helpful — we built it based on feedback from folks like you.”
Why it works:
The same pitch doesn’t land the same way with every customer. Listen for cues, mirror their style, and adapt.
7. Frame AI as Workflow Enhancer, Not a Gimmick
What to do:
Make the benefit clear: this helps you do your job better, not replace you.
Try saying:
“Think of it as a compliance expert in your pocket.”
“This doesn’t make the decision for you — it just puts the right info at your fingertips so you can decide faster.”Why it works:
AI anxiety is real. Framing it as a partner in their workflow builds confidence — and keeps the conversation practical.
Bonus: Quick Response Starters Based on Use Case
Use Case
Phrasing
Confusion over policy language
“You can ask it to clarify terms — and it’ll show you the regulation it comes from.”
Time-saving
“This cuts policy review down from hours to minutes.”
Staying current
“It’s always being updated behind the scenes — so you’re getting the most recent standards.”
Trust-building
“We built it in-house, so we control the logic and updates — it’s not a black box.”
Final Words
The goal is to anchor conversations in the customer’s world, not in AI hype. Remember that CSM success stories are based on the following:
Know the why behind the feature
Speak like a human
Frame AI as a helpful partner
Show relevance, not jargon