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