What is a sales pitch and how should it be conducted?

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Well, what exactly is a sales pitch? The sales pitch is not an argument where you overwhelm your audience with a lot of information. It is a carefully prepared and articulate sales presentation that opens up a conversation. Most buyers today are very knowledgeable about a product, service, or industry before a meeting. They do their own research online and then wait to be convinced – and it’s your job to convince.

Want to become a pro at pitching a product or service to potential customers? Then keep reading. In this article, we tell you more about what to consider when making a sales pitch. We also share a template on how to make a pitch in eight easy steps.

Why is the sales pitch so important?

The sales pitch is essential to convince your customers. Your sales pitch is crucial because this is probably the prospect’s first personal encounter with your product. Now you have the opportunity to share all those other benefits and unique features of your brand that the customer doesn’t know about. Create a personal value exchange with the customer by presenting the perfect selling point.

For an even more compelling sales pitch, your selling point should be a two-way exchange that brings value to both parties. This way, you can learn more about the customer’s limits, needs, and expectations. At the same time, it allows the prospect to get information and answers that they could not find out on their own.

How do you make a sales pitch?

When you hear the word sales pitch, you may picture a room of salespeople in sharp suits giving a presentation to their prospects, rather than having a discussion with them. This is the traditional pitch, which in practice is both rigid and limiting. It either makes the prospect love your product or hate it.
Instead, it is more effective to build a relationship with potential customers and emphasize how your product or service can add value. A good customer experience where everyone involved feels that they have a voice is very important.

Prioritize the buyer’s needs

Once you’ve realized that a sales pitch is a conversation rather than a lecture, you can start thinking about a fruitful conversation that meets the prospect’s needs. You need to approach your communication from the individual customer’s point of view and not develop a single sales pitch to present to everyone. Get to know your potential customers so that you understand their mindset and needs.

Tell a personal story

By telling a story about your business and your product, you build a strong bond between you and your potential customers. Customers want to feel that they can relate to your brand on a more personal level. This will give them confidence in you, and a greater reason to buy your product.

Include facts and figures in your story that confirm your claims. This often arouses curiosity and can make your potential customers want to know more. It also opens the door to the opportunity to tell more about your company and products and increases the chances of closing the deal.

Read our article where we share our best sales techniques.

Template on how to make a sales pitch in 8 easy steps

Now you have some examples of how to make a successful sales pitch. To make you a real pro in practice, here is a template for the perfect sales pitch in 8 easy steps. Remember, practice makes perfect and you can’t be a pro on the first try.

Do you want your sales team to become professionals in sales with all that it entails? Then sign up for one of our sales training programs.

1. Find out what makes your prospect tick

Try to create an enticement that appeals to the prospect’s needs while sharing the company’s history. When you manage to get these two aspects right, you are more likely to engage the customer.

If you send the pitch via email, it is important that you write a compelling subject line. The opening sentence of the email should also be catchy and encourage further reading.

2. Take all decision-makers into account

It will be difficult to get your sales pitch across if you are not in contact with the decision-makers who can actually approve the purchase. Getting in touch with decision-makers can be challenging. Therefore, work actively to build a close relationship with the customer in question from the beginning, focusing on connecting with the right people within the company.

3. Share a vision for the future

Being a good storyteller is often beneficial when it comes to sales pitches. Paint a picture of where the customer is right now and where they could be with your help. By inspiring change and introducing new perspectives, you can stand out among other sales professionals and sell a product rather than a value.

4. Solve a problem

Once you’ve got the prospect interested in continuing to read or listen to your sales pitch, it’s time to show how your product or service can solve their problem. What problems does the customer face and how can this product or service be the solution? By clearly and directly addressing the problem, you show that you understand their needs and can satisfy them.

In order to make the perfect sales pitch, you need to understand your customer. Therefore, it is important that you do enough research on the customer. Facts about the company, the industry, and the company’s competitors are some examples of things you should research before a sales pitch.

5. Don’t forget the facts

It is important that your sales pitch contains enough facts and statistics to confirm your claims. If your pitch is written, you can include recommendations and case studies. As mentioned above, you should not overwhelm potential customers with information and facts, so select the facts you consider relevant. And be informed!

6. Practice tackling common objections

When doing your research, it is also important to prepare for potential objections that may arise. The most common objections can be divided into four categories.

  • Budget
  • Need
  • Decision making
  • Time

It is not necessary to provide detailed answers for all four categories, but you should be prepared to discuss each one. You should be able to show that you understand the objections, but that you also have a strategy to overcome these obstacles.

7. Listen to understand

The discussion between you and the potential customer should be fruitful. Listen to what the customer has to say, rather than focusing solely on having answers. You should help the customer, not persuade them to buy your product. Put the script away and go into the argument with an open mind and the goal of letting the potential customer do most of the talking.

When you learn to keep an open dialog with your ears and eyes open, the sales pitch will feel more like a friendly conversation than a business presentation.

8. Give options for the next step

Never end a sales pitch without giving suggestions for the next step. It doesn’t matter if the customer doesn’t feel fully ready to close the deal, make sure to schedule another meeting within a suitable timeframe so you don’t lose the customer along the way.

Don’t wait for the customer to take the initiative either. It is your responsibility to be proactive and ensure that the relationship does not end before you have achieved your goal.

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Simon Blanche