The Perfect Sales Pitch

The reason you lost your last sale…


How good are you at presenting your company’s products or services?
How good are your team members at presenting on the phone or in person?
When was the last time you and your team reviewed and practiced your sales pitches?

Think back to a recent purchase you made in which you were assisted by a sales person or BDM. What was the manner in which they presented their product or service?

Believe it or not, the pitch is one of the most important parts of the sales process.

The most successful companies are the ones that have created a slick and powerful sales pitch. The reason for creating the slick sales pitch is purely to win more deals.

The reason you lost your last sale is because a competitor presented a better sales pitch than you!

So let’s take a look at what we need to consider before creating the most amazing sales pitch ever:

– What is the client seeking – what is their pain ? What are they asking for ?
– What benefits does your product offer the client?
– Clearly and concisely, what is your point of difference in the marketplace?
– What value proposition can you offer the client?
– What is your after-sales process – what happens if the client is not delighted?
– What guarantee or warranty do you offer?

Learn more about crafting a powerful sales process at the valuable 2-Day training event

A closer look at each of these questions in detail

What is the client seeking – what is their pain? What are they asking for?
Most orders are lost because the salesperson fails to build a rapport with the prospect and find out what their pain is. Finding out what the client is seeking, and why they are in the market is a crucial part of the sales process. Unless you know what their pain is, how can you solve their problem ? We like to rush in and offer the client a product and price, before we have really started to understand what their needs are.
Example: A dentist’s client may be asking for straight teeth, but what they may really be asking for is social acceptance, confidence, or a shot at fame.
Stepping into your clients shoes and worldview, what is the underlying cause of their pain?
When they are buying your product or service, what are they really asking for?

What benefits does your product offer the client?
Rather than just offering a product, why don’t we tell the prospect what the features are of the product. Let the prospect know what the benefits are to them. I can tell you that the best sales teams in the world know every feature and benefit of their product and know how to explain it to the customer in terms of what it means for them – so for example, “stainless steel fasteners” alone does not persuade the client, but “Stainless Steel Fasteners” means that “ the product will not corrode and will not require ongoing maintenance’ and in turn this means more uptime for you !”
What are the features of your product?
What are the benefits of these features?

Clearly and concisely, what is your point of difference in the marketplace?
Who are you? Why should I deal with your company? Are you Australia’s only distributor of Authentic Indigenous Artwork? What is your real difference – No one knows what your point of difference is except for you – so you will need to spend some time reviewing who you are and why I should buy from you.
What do you have that no one else in the marketplace have?

What value proposition can you offer the client ?
If I buy your product can I feel safe if you are the cheapest or the dearest ?
Have you evaluated your product in the marketplace – where do you stand ? If you are the dearest, how can you justify to me the price difference ? If your product is one of the cheapest in the marketplace – how can I be sure that your product will serve me ?
What price point is your product and how does it compare in the marketplace?
How do your clients know they can trust you at this price?

What is your after-sales process – what happens if the client is not delighted?
Small things mean a lot to customers – let them know what your after sales process is – does the product have a warranty? How long is the product warranted for? What is the process if it breaks down? Who do they call? Is it serviced locally? Let the customer know that you have a fine tuned process for making things good. And by the way, don’t forget to tell the customer about spare parts and accessories – this is often forgotten in Sales Pitches.
What is your after-sales process?
How do you/could you inform your clients about this?
If your client is not delighted, how do you find out and what do you do about it?

NEXT: Weave this knowledge into your sales pitch

Once you start to understand more about your product and its position in the marketplace you can start to weave this into your sales pitch. Once you can articulate to your prospect the points as discussed above in a persuasive manner you will then be able to tighten your sales ratios and win more deals – that is what sales is all about.

Would your team benefit from learning more about crafting a powerful sales pitch?

The Synergy For Success 2-Day Sales Training Event, August 9-10, is valuable for all Sales Professionals.

 

 

Learn more about crafting a powerful sales process at Sales Training Program, B2B proven program used by National & Global Corporations on August 9-10perfect for any team seeking to level up in sales.

Asking the Hard Questions

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 Questions come naturally, most of the time.  However, the important questions are always the hard questions to ask. Let’s say you have the prospects attention on the phone, in your showroom, or at your sales counter. This is your opportunity to gather more information to increase your chances of winning the sale.

Take this opportunity to understand how the prospect found you, the reasons for approaching your company, what they are seeking, when they are looking at buying, and on what basis they will make a decision.

 Finding out how the prospect found you is extremely important for a variety of reasons. Did they respond to a form of advertising, did they find you on a search engine, or were they referred to you by one of your existing clients? It’s important to find out what form of advertising they responded to. This gives you an idea as to what type of marketing is working for you.

 Search engines

 Search engines, we love them. They are a necessity to everyday life and our business. Most importantly they find out what search terms they put in to find our business. This gives you an idea of what was on their mind when they were looking for you.

Word of Mouth

  Referrals, the best compliment one can receive. It is good to know who keeps continually referring you. You may wish to acknowledge the referrer, and it’s a good talking point with the prospects. It helps break down those barriers and builds a rapport. You will often find that the success rates on referrals is higher than from other sources of leads.

In the end

 Asking a client what brings them into your showroom is a great way of narrowing down what their area of interest is, it is the first part of the questioning and qualifying process. Once you know what they are seeking specifically, you can continue to ask them more questions to further hone in on their needs.

 It is appropriate to ask the client further questions to find out when they will buy, how they will be paying, what is important to them in respect to the specifications of the product, what color, and what design preferences they have.

Some other questions that help in getting even closer to the client include:
  1. Past products or designs have they seen/considered
  2. What they have liked about these past particular designs 
  3. What else these designs offered that made them so attractive

 These certain questions will give you a broad idea of what the client’s general agenda is. Finding out the clients time frame is another crucial aspect in sales, there is no point in offering the prospect a product or service that is not available when it is required.

 Finally, we need to ask the important question we all dread. Although, you can do it very discreetly and nonchalantly. It’s done as simply by asking, on what basis will you be making a decision? The reason is to establish if they are quality buyers or purely basing a decision on price. This once again, allows you to hone in the correct product offering. As you can see, great questioning skills are the key to winning even more, sales inquiries. As you are really connecting with the prospect and finding out what it will take to win their business!

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George Manolis is a speaker and author who delivers public and in-house training programs in sales all around Australia – you can contact him on 1300 791 571 or via email: george@sfsi.com.au.

Copyright © George Manolis 2011