There are two types of writing in sales:
Reporting
Thinking
The first summarizes what you already know (a recap email, CRM fields, etc).
The second is about discovering what you don’t yet know, but should.
So you can and should outsource your Type 1 writing to AI, wherever possible. On the flip side, sellers who develop “Type 2” writing skills will outsell those who don’t, 10 / 10 times.
There are 3 main reasons for this:
(1) Writing is thinking. It's both the evidence of your thought process, and the way to make what you don't know visible.
(2) Writing travels. It can make its way into the rooms you can’t be in, to script the make-or-break conversations happening about you, without you.
(3) Writing creates commitment. It's a practical way to transfer ownership in the deal from you, to your champion, so the message becomes theirs.
Type 2 writing is best started with a good a framework, not a blank page. So in this post, I’m going to give you the step-by-step framework that’s been adopted by well over 150+ enterprise sales teams, and has now landed deals with 70% of the Fortune brands. Many be me, my teams, and, the teams I’ve advised over the last 5 years.
It’s called The 1-Page Business Case.
1-Page Framework Breakdown: The 5 “LEGO Blocks”
Business cases are like LEGOs. Little “blocks” that build on each other over time, with each block supporting the next. Here’s how to stack up a clear, concise, exec-ready message.
Priority-Driven Headline: Reference an internal phrase or project “codename” that’s familiar to the buying team exec. Which signals you’re aligned with a company-wide priority.
Problem Statement: Find and frame a high-cost, high-priority problem. Include who’s impacted, the cost (with the buying team’s own data) how it impacts the company-wide priority you just referenced. Plus, why it’s getting worse and needs a response now.
Recommended Approach: There are lots of ways execs can solve problems. So this block is never, "Buy XYZ software." Instead, get aligned on the core shift, practice, or project you'll enable. All framed around what your offering can uniquely deliver.
Target Outcomes: Outline a vivid “before and after” with the time-to-impact against a shortlist of exec-level metrics. Include specific numbers for current vs. target outcomes, backed by the buying team’s data.
Required Investment: Who needs to invest what, by when? This isn’t just your pricing. It’s all the time and people resources needed to resource a successful project, with relevant investment scenarios.
Example: Building a Jersey Mike’s Business Case
When you take and run with the principles, here’s an example of what a draft business case will look like.