How To Perfect Your Sales Pitch – A Step by Step Guide
The sales pitch is a crucial part of the sales process, and one that you need to get right!
Making a mistake while delivering your sales pitch can mean the difference between closing the sale – and breaking rapport and starting all over again.
In this article, we’ll explore why so many Sales Professionals and Business Owners make mistakes when delivering their sales pitch, and what steps you need to include prior to delivering yours.
This way, you’ll have a more systematised framework to use, and close sales a lot more consistently.
How To Perfect Your Sales Pitch – A Step by Step Guide
The Old Sales Pitch Method
Many Sales Professionals and Business Owners follow an old school, ‘always be closing’ mentality when delivering their sales pitch.
It generally looks like this:
- Meet with clients
- Build some rapport
- Deliver their sales pitch
- Handle objections
- Ask for the sale
This approach is outdated and won’t help your sales efforts.
The reason being, is that it’s missing several ingredients needed to close the sale with ease.
Read on below to learn what they are.
As per our article in Entrepreneur, many Sales Professionals and Business Owners present way too early.
They give their sales pitch with the hope that something sticks, and that the potential client will buy.
This is a lazy approach to selling, because you’re giving your sales pitch without finding out whether or not they’ll actually benefit from your offer.
Presenting prematurely hurts your sales because it positions you as a salesperson looking for just another order; versus someone who truly wants to solve their needs.
Your potential client base; particularly those who are buying high ticket, want to buy from a person they like, trust, and that prescribes an educated solution.
The old sales pitch model goes into presentation mode without finding out the key reasons as to why you’re even meeting them in the first place.
Can you help them solve their issues? And why would you deliver a sales pitch if you don’t know?
Are You Delivering Your Sales Pitch To The Right Person?
The second issue with seeing every person as your potential client, is that you don’t know if you’ll be delivering your sales pitch to a qualified potential client.
As the famous saying goes – “If you try to serve everyone, you’ll end up serving no one.”
Qualifying sales leads, and potential clients is an important part of the sales process, because it’ll ensure you’re having sales conversations with people who can actually buy, and you can actually help.
Many Sales Professionals and Business Owners make the mistake of spending their time, effort and energy delivering their sales pitch and having conversations with people they shouldn’t be.
When qualifying your potential clients, we recommend learning the following four points as early as possible:
- What is their budget?
- Are they a decision maker?
- Can you actually get them their desired outcome?
- What time frame do they need it delivered?
To learn more about qualifying sales leads, read the linked article below for more detail.
Further reading: Qualifying Sales Leads – A Step By Step Guide
What Needs To Happen Prior To Your Sales Pitch?
The secret to ensuring your sales pitch works and has traction – isn’t necessarily what you say when you deliver your pitch or presentation.
Instead – it is the work you do prior to getting to the stage of presenting.
There are a number of sales process steps you need to correctly cover prior to going into ‘solution mode’.
These are outlined below.
When you initially start your sales conversation (way before the sales pitch), you need to develop rapport with your potential clients.
Many people think of rapport as friendly banter – how was your weekend, and how long have you been in your role?
It’s much more than that.
Rapport done correctly focuses on all elements of your communication. This includes:
- Your body language
- The words you use
Furthermore, how you dress will make an impact, and assist (or break) the opportunity to build rapport.
Related article: A Guide To Building Sales Relationships/ Building Rapport
As previously mentioned – prior to delivering your sales pitch or engaging in an in depth sales conversation, you want to be meeting with decision makers.
Not only will this help streamline the buying cycle, but it’ll also prevent the “I need to speak with” sales objection from coming up later.
In the linked article below, we outline the three questions you need to ask to get your sales positioning right.
Further reading: Positioning In Sales – How To Sell Effectively
People buy for two emotional reasons – to avoid pain and move towards a desired state.
Without knowing what their pain points are and why they’re engaging with you in the first place, how will you know how to personalise your sales pitch in a way that solves their pain points and problems?
Pain points; in a sales context, are the things that cause discomfort to your potential clients in their business, day to day activities, and their everyday lives.
Everyone has different pain points, and they come in different levels of pain.
Pain points are generally based on different levels of pain; and the measurement for the level of pain will be based on your potential client’s perceptions, and what they categorise their pain points as.
When finding pain, ask questions that slowly go beneath the surface as to why they’re really wanting to buy.
The three types of pain points to discover are:
- Technical issues
- The impact on their business
- What’s the personal impact of the above
By going over their pain points and getting onto the same page in regard to what they’re trying to solve, you’ll be able to better deliver your sales pitch by showing how each feature and benefit solves each mentioned problem.
Bridge The Gap
Finally, when delivering the perfect sales pitch – don’t make it about you, your business or your product or service.
Instead, demonstrate how each benefit of your product solves their mentioned pain points, and what it will mean when it’s solved.
People don’t buy features and benefits – they buy what it will mean when they own a solution.
Talk about their desired state, and how each of their pain points will be solved by investing in your product or service.
Doing so will help you deliver the perfect sales pitch.
Other tips include:
- Be visual
- Don’t just talk – ask questions
- Keep it short
- Get feedback
- Use proof and case studies
Further reading: 10 x Effective Sales Presentation Tips You Need To Use
Your sales pitch shouldn’t be premature, or be about you, your product or your service.
The perfect sales pitch is about their pain points, their desires, and how your product or service will bridge the gap from where they are, to where they need to be.
When delivering your message, deliver it in a way as if you were prescribing a remedy.
This way, they’ll know what it will mean when they own a solution – because people buy outcomes and meaning, not products or services.