Direct Marketing - How to Deliver a Sales Pitch
Saturday, November 23, 2013
A successful sales pitch leads to sales. How the pitch works to convert prospects into customers is a secondary concern to the effectiveness of the strategy and delivery of the presentation. Techniques used to target potential buyers should appeal to the specific concerns of the audience through information and a compelling argument to act. You can employ a variety of proven tactics and angles during your pitch, but a mandatory ingredient in your sales pitch should be asking for the sale.
1
Arrange the components of your sales pitch before delivering it. Create an outline or script to follow so you can present the pitch in a smooth and logical flow. A salesperson should control the sales meeting as much as she can. Having a plan allows for you to move seamlessly from one part of your pitch to the next.
2
Introduce yourself and the organization you represent. A successful sales pitch has as much to do with the prospect believing you as it does about the merits of the case you intend to make for your product or service.
3
Ask questions to find out what would motivate your prospect to purchase what you are selling. Do not assume that every person has the same reason to buy what you are selling. If you are selling baseball cards, find out if the potential buyer is interested more in the investment of appreciating memorabilia or in completing a personal collection. Focusing too much of your pitch on an aspect of your business that does not concern the prospect will bore the customer and give the appearance that you are talking at him instead of to him.
4
Use answers to the questions you have asked to focus the information you have about your product or service specifically as it relates to your prospect's interests. Explain the cost benefits of your service to a customer who shows interest in saving money. Elaborate on other aspects and features of your product to a customer whose main interest is the product itself.
5
Explain at least one benefit for every feature you describe. A feature is not powerful unless coupled with a benefit to the customer. A feature of an automobile is its horsepower. The benefit is how it will help the customer do what he needs to do. For example, "Mel, the Acme drill has a 30-foot power cord. This means you can tackle tasks over a wider area in your workshop without wasting time unplugging the cord to plug it into another outlet closer to where you are working." Do not assume the customer will correlate a feature with a benefit on his own. You should explain the benefits within your sales pitch.
6
Close the sale. Incorporate mini-closes throughout the pitch to build a series of "yeses" throughout the presentation. After explaining a feature and a benefit, ask the prospect if he can see how the product or service will benefit him. If the answer is anything other than yes, recap what you have talked about so far to make the question clearer and worthy of a "yes." The questions you asked previously should inform you of the buyer's motivation, so your mini-closes should be periodical reaffirmation of the buyer's goals and how your product will help him.
7
Ask for the sale. After presenting the features and benefits, do not wait for the buyer to ask to buy your product or sign up for your service. Create a cause of action by asking the customer to purchase the product. One way to ask for the business is to assume the sale. At the end of your pitch, ask the customer how he would like to pay for your service, or when he would like the product delivered. Assuming the sale asks for the business while conveying your belief that the sales pitch has clearly elucidated the need for the buyer to buy. Close the sale with confidence that you have done the work worthy of a final "yes."
8
Answer questions and handle objections. Most sales start with a "no." Customers will decline your offer many more times than they will accept it. They will explain the reasons for their decline. Listen to the prospect. Ask the potential buyer if the reason he gave is the only reason he chose not to purchase your service. If not, inquire about other reasons. The reasons are called objections. Objections are a routine part of a sales pitch and should be regarded as opportunities, not problems. An objection will allow you the chance to find the true motivations and concerns for the buyer. Deftly handling the objections is the only way to transform a "no" into a "yes."
9
Thank the prospect for the time he has allowed you to make your case, regardless of your success. Leave the prospect with your contact information to leave open an opportunity to do business with him in the future.
Tags:
Direct Marketing, Marketing
1
Arrange the components of your sales pitch before delivering it. Create an outline or script to follow so you can present the pitch in a smooth and logical flow. A salesperson should control the sales meeting as much as she can. Having a plan allows for you to move seamlessly from one part of your pitch to the next.
2
Introduce yourself and the organization you represent. A successful sales pitch has as much to do with the prospect believing you as it does about the merits of the case you intend to make for your product or service.
3
Ask questions to find out what would motivate your prospect to purchase what you are selling. Do not assume that every person has the same reason to buy what you are selling. If you are selling baseball cards, find out if the potential buyer is interested more in the investment of appreciating memorabilia or in completing a personal collection. Focusing too much of your pitch on an aspect of your business that does not concern the prospect will bore the customer and give the appearance that you are talking at him instead of to him.
4
Use answers to the questions you have asked to focus the information you have about your product or service specifically as it relates to your prospect's interests. Explain the cost benefits of your service to a customer who shows interest in saving money. Elaborate on other aspects and features of your product to a customer whose main interest is the product itself.
5
Explain at least one benefit for every feature you describe. A feature is not powerful unless coupled with a benefit to the customer. A feature of an automobile is its horsepower. The benefit is how it will help the customer do what he needs to do. For example, "Mel, the Acme drill has a 30-foot power cord. This means you can tackle tasks over a wider area in your workshop without wasting time unplugging the cord to plug it into another outlet closer to where you are working." Do not assume the customer will correlate a feature with a benefit on his own. You should explain the benefits within your sales pitch.
6
Close the sale. Incorporate mini-closes throughout the pitch to build a series of "yeses" throughout the presentation. After explaining a feature and a benefit, ask the prospect if he can see how the product or service will benefit him. If the answer is anything other than yes, recap what you have talked about so far to make the question clearer and worthy of a "yes." The questions you asked previously should inform you of the buyer's motivation, so your mini-closes should be periodical reaffirmation of the buyer's goals and how your product will help him.
7
Ask for the sale. After presenting the features and benefits, do not wait for the buyer to ask to buy your product or sign up for your service. Create a cause of action by asking the customer to purchase the product. One way to ask for the business is to assume the sale. At the end of your pitch, ask the customer how he would like to pay for your service, or when he would like the product delivered. Assuming the sale asks for the business while conveying your belief that the sales pitch has clearly elucidated the need for the buyer to buy. Close the sale with confidence that you have done the work worthy of a final "yes."
8
Answer questions and handle objections. Most sales start with a "no." Customers will decline your offer many more times than they will accept it. They will explain the reasons for their decline. Listen to the prospect. Ask the potential buyer if the reason he gave is the only reason he chose not to purchase your service. If not, inquire about other reasons. The reasons are called objections. Objections are a routine part of a sales pitch and should be regarded as opportunities, not problems. An objection will allow you the chance to find the true motivations and concerns for the buyer. Deftly handling the objections is the only way to transform a "no" into a "yes."
9
Thank the prospect for the time he has allowed you to make your case, regardless of your success. Leave the prospect with your contact information to leave open an opportunity to do business with him in the future.
