the right and the wrong way to generate value 2020 -

A sales pitch, when concise and persuasive, can communicate the value of what you sell in a few minutes and encourage the customer to make the purchase. For that, however, it is necessary to adopt some strategies and follow some valuable tips.

The sales pitch is the opportunity you have to turn a potential buyer’s interest into action.

But it can also be the moment when you put everything down.

If your potential customer is not interested in what you have to say, then they probably won’t say “yes” to your proposal.

That is why some strategies are very important to have a sales pitch that is really persuasive.

Today’s article helps you in this regard. We have separated 10 ideas and strategies to give you greater persuasiveness when it comes to your sales demonstration.

  1. Lead with a question;
  2. Create dichotomy;
  3. Tell a good story;
  4. Make a real compliment;
  5. Follow the rule of 3;
  6. Create a sense of urgency;
  7. Let the product speak;
  8. Recognize emotions;
  9. Show numbers;
  10. Adapt whenever necessary.

Let’s check it out?

Good reading!

How to create a persuasive sales pitch? Check out 10 strategies!

How to create a good sales pitch?

For companies that adopt the sales model inside sales, the sales pitch becomes something even more strategic.

You need to be attentive to details when talking to your prospect.

Take into account that this prospect has already been relating to your company. You have already responded to the materials that the marketing team has sent.

So he has information about you. Don’t think that this conversation will start from scratch, because it won’t.

So, you have a challenge ahead: to continue generating value, in an immediate and new way (with new information) for this customer.

How to do this? With 10 strategies for having a persuasive sales pitch that we set aside for you.

To better understand the topics, we will explain each strategy with a “Right way” and a “Wrong way”.

Check out:

1 – Lead with a question

How to create a good sales pitch?

In your sales pitch, it is important to always lead. The salesperson takes the reins of the negotiation – this, of course, always meeting what the customer needs.

If the question promises valuable information, he will want to know the answer and will remain engaged with your speech.

Right way

A representative selling a sales management system can start an argument with:

“Did you know that you are throwing away hundreds of dollars with your sales team just by copying and pasting emails?”

This questioning suggests important information that is missing.

At the same time, it makes the prospect reconsider the way it does sales management in your company today.

The seller must, of course, have the information missing. That is, to say how and why this money is being lost.

Wrong Way

If the question is not convincing enough, it may not arouse curiosity in the customer.

“What are you looking for?”

This is a very common question. But at the same time, very open. It will make the customer think of many possibilities that, perhaps, his solution does not fully meet.

So, unless you can didactically explain all the points, the prospect will not be completely convinced.

2 – Create a dichotomy

How to create a good sales pitch?

Here, 3 steps are required.

  1. Start by speaking a truth;
  2. Introduce another truth that, however, contradicts the first;
  3. Finally, talk about how your product or service can, in practice, solve the problem exposed in step 2.

How to do this?

Right way

Say you work for a travel company. Sell ​​tour packages.

Remember the 3 steps, right?

  1. You say: “Amsterdam is a wonderful city to visit”;
  2. And he adds: “But Dutch is a very difficult language to understand”;
  3. To conclude: “That’s why we have a package for Amsterdam with a local guide who speaks fluent Portuguese”.

Did you see? You aroused your curiosity, put an obstacle and appeared as the perfect solution!

Wrong Way

The wrong way is, in fact, every time you don’t have a solution that solves the counterpoint.

If you don’t have a realistic solution to the problem that really fits what the customer is looking for, then your sales pitch, in this part, will be ineffective.

3 – Tell a good story

How to create a good sales pitch?

Stories are engaging. People remember stories 75% of their time – and only 1% in facts and data.

Therefore, mastering storytelling strategies is valuable for a sales pitch.

When a customer is really involved with the story you tell, it’s easier for them to be interested in the solution you’re demonstrating.

Put your product or service in the middle or at the end of the story. Don’t get introduced.

Right way

Back to the example of the salesperson who sells CRM software.

Tell us about how you met a person who had trouble seeing, controlling and accelerating teams and sales.

About how much he suffered from this, he spent sleepless nights and day after day he worried about not being able to improve sales performance.

Remember to focus on the customer.

Until, one day, he had gone after a solution. He searched a lot and found something that would help him (in this case, you).

From there you introduce how your relationship started – put yourself in the background here.

And tell us how the implemented solution gave him a good night’s sleep thanks to solving problems with sales growing day after day.

See: you brought all the history of the conversation and reported the client within the hero’s journey.

That person who comes back with the solution to all problems. Your prospect needs to see himself in it.

Wrong Way

You can even tell the same story, but if you put yourself as a hero – not the customer – it will all be in vain.

He will not have seen himself in the clothes of that same client with the same problems.

You will also see that you just want to show how amazing your product or service is, leaving aside the real pains that it also has.

4 – Make a real compliment

How to create a good sales pitch?

People like to be praised. They may not even know how to respond to compliments, but they like them.

So, use this to have an advantage during your sales pitch.

Of course, the customer can see what you are trying to do.

However, in the end, he will have a positive impression of you as long as, of course, you do it in a genuine and genuine way.

Right way

To be really genuine, it is not something you can plan for. I mean, you can keep in mind that you want, at some point, to give him a compliment.

But have not already memorized what exactly you will say.

To get this strategy right, conduct the sentences so that the customer can complete something on their own.

It may be the operation of some feature of your software. And add by saying: “Exactly, very well observed. Besides that…”.

Thus, you will not only be agreeing and praising the customer, but adding to the conversation and explaining something important in your pitch.

Wrong Way

Any compliment that goes against what is being said. Praise a tie, glasses.

Or even an obvious perception that the customer had something.

Things like “you are very smart” will undoubtedly sound like exaggeration – even false.

5 – Follow the rule of 3

How to create a good sales pitch?

Instead of dumping data, numbers and endless facts on top of your potential buyers, choose 3 key elements that you want them to keep in their minds.

This will help you remember your product more quickly (even to explain it).

Which is especially important if he is not going to make the purchase decision.

Right way

Okay, we know that your product has more than just 3 interesting points, but you need to restrict them to have greater adherence with the prospect.

So, let’s say you are launching an app for food delivery. The 3 main points can be:

  1. Convenience in using the app;
  2. Fast food delivery;
  3. Ease of making payment.

If you are launching a SaaS product that is often complex, do a survey first to focus on the top 3 benefits in your sales pitch.

Wrong Way

While simplicity is generally the best policy, it can also cause problems here.

Still in the SaaS example, if you are not really specific and expose your differential, you will fall into commonplace.

It will match the competition and, well … whoever has the lowest price will win, right? Since they are all the same.

If you don’t expose your differential, it will have fatally failed.

6 – Create a sense of urgency

How to create a good sales pitch?

Mental triggers are always effective during a sales pitch. And one that works best is when you can create a sense of urgency.

Create a mechanism for the customer to feel “obliged” to close the deal as soon as possible.

Right way

Play with FOMO (Fear Of Missing Out = fear of losing) during your sales pitch.

Let’s imagine a salesman from a digital marketing agency offering his services.

During the pitch and after talking about his cases and results, he mentions that he only has the “arm” to accept 1 or 2 more strategic clients at the moment.

This will show the prospect that, in addition to being special, it is necessary to make the decision immediately so as not to miss the opportunity to work with the agency.

Wrong Way

Simply tell the client to think calmly or close the deal when he “is ready”.

This does not create a sense of urgency in the customer. It shows him, in fact, that it is not such an important decision and that it can be postponed.

And then, in the meantime, the competition is more agile …

7 – Let the product (or service) speak

How to create a good sales pitch?

The cliché is true during its sales pitch: “a picture is worth a thousand words”.

Sometimes you need to let your product speak for you and show customers why it is so needed.

That is, you need to show in practice how what you say and promise so much really works.

Right way

You can say that your CRM automatically sends an email to a potential customer by just moving the opportunity to one of the funnel steps.

Or you can show in practice how this happens by actually doing the action while talking about it.

Create the opportunity with the customer’s email, drag the opportunity and ask the customer to check their inbox.

Wrong Way

Make sure (for God’s sake!) That the automatic action is well configured for the action to actually take place.

If you neglect that part, well … it is better to have a good justification to get around the situation.

So the wrong way is not to be sure or to test a few times to make sure that what you are going to demonstrate is really working.

8 – Recognize the customer’s emotions

How to create a good sales pitch?

Emotions are powerful tools. Play with them during your speech.

Of course, you should avoid looking like a manipulator who is just looking to close a sale at any cost.

Use rapport techniques to initially adhere to what the customer says – both in content and form.

Right way

Your potential customer may be stressed out by your current supplier.

Realize this during the sales pitch and try to welcome him as soon as he reports this dissatisfaction.

Understand it, agree with it and show how, with you, everything will be different. Use some cases if possible.

Explain how your customer success area works and also the support SLA.

Leave him comforted in the knowledge that there is a different reality.

Wrong Way

Playing emotions simply to get a reaction is not very productive.

Do not lead the customer to a path where he has to speak ill of his current supplier.

This will make them feel manipulated and, in truth, will not demonstrate the value of what you sell.

You must, rather, relieve the tension that the customer may or may not bring on account of his current experience with the competition.

But you will not be the one to force this situation. If it happens, it will only be at the initiative of the prospect.

9 – Show numbers

How to create a good sales pitch?

Although you don’t want to look so straightforward – and know that a story is worth more than data – you need to show the numbers at some point.

Cases are important to help convince your prospect to buy.

It’s an efficient way to get them to believe what you say. Some people, by the way, are only convinced or “give their arm to cheer” after seeing some numbers.

Right way

Use tables, graphs and expose testimonials from some of your customers about the improvements experienced.

Enter the statistics whenever you talk about some feature of your service, for example.

Don’t do this with all of them, focus on the 3 main benefits (remember topic 5?) Of your solution.

Wrong Way

“What if I said that…” and then you put on a fact, lost, loose, without reference, without time, place or agents.

Such phrases, accompanied by loose numbers, will not make your sales pitch persuasive in that part.

Avoid putting it this way so as not to “force” something to be very good without actually being able to prove it.

10 – Adapt whenever necessary

How to create a good sales pitch?

After all, your argument should always be in order to convince your customer.

There are many negotiation techniques, sales tactics that you can use.

All of this is valid, but only to a certain extent. After all, you will need to adapt your speech to each of the different types of customers you will face.

Right way

So, let’s go back to the example of the tour company and the Amsterdam travel package.

For a young group, you can mention the bars, the parties and all the freedom that the city offers.

For a group of elderly people, it is better to focus on architecture, cafes and museums, for example.

It’s simple, right?

You are selling the same thing and you just take a different approach because your customer is not the same.

That is why following a finished, closed sales script will not take you to the next page.

Wrong Way

Always use the same tone and, of course, always exalt the same things. This may even work for the first group.

But perhaps, for the second, it is not exactly what they want to hear.

You will have just wasted time and perhaps removed the prospect from your purchase idea.

So, when working on your sales pitch, keep it concise.

Regardless of what techniques you use, be brief to be able to generate value as quickly as possible.

A really efficient pitch will leave the customer wanting more.

So, how can we help you?

If you are unsure about the article or want to know more about how to be persuasive in your speech, speak to a consultant whenever you want.

Enjoy and read two articles that will help you sell more and better.

The first talks about how to attract customers intelligently to your business.

Already the second share some really valuable sales tips.

Good sales!

A hug from CWT, your CRM. #RunCWT