By Simon Hazeldine
If you want to win the business then you need to make a powerful and persuasive sales pitch. Here are ten sales pitching principles that will help you to win the business!
1) What specifically do you want to achieve?
Think very carefully about exactly what want the client (or potential client) to say, feel, believe or do as a result of your sales pitch. What are the specific results you want to achieve? What is the next action that you want the client to take after your sales pitch?
2) Always start with the client and not yourself
When designing your sales pitch always start with the client and not by talking about you and your products and services. Start by demonstrating that you understand the client’s aims and objectives.
3) Use an effective pitch structure
A powerful pitch structure is:
- Client’s aims / objectives
- Client’s needs / problems (Where they are now)
- Client’s success criteria (Where they want to be)
- How you can help the client move from where they are now to where they want to be
- Case studies / testimonials about how you have done this for other clients
- Investment required from them
- Suggested action / implementation plan
4) Make sure you answer the key questions
Does your pitch answer the questions:
1) Why should the client buy from you?
2) Why should the client only buy from you? What are your points of differentiation?
3) What is the most important thing you want the client to remember about you?
5) Less is more!
Keep your pitch as short and punchy as possible.
Too many sales pitches are too long, too self-indulgent and therefore too boring.
6) Emphasize your main message
What is your main message i.e. the most important thing you want to client to remember?
Repeat this three times during your pitch.
What are your three key points that support your main message? If you include any more than three then the client is likely to forget them.
What facts do you have to back up what you claim?
7) Show how you have helped similar clients achieve results
Have a story about how you have helped another client (preferably one that is similar to the client you are pitching to) to achieve the results they wanted.
Introduce the client character, describe the problems they were experiencing, show how you provided the solution they needed and then describe the results they achieved.
8) Create curiosity from the start
A curious client is attentive and receptive. One method that you can use to create curiosity is to tell them some of the things that you are going to reveal during the sales pitch and then to tell the client about these at different stages as the sales pitch progresses.
For example, “As we progress I am going to show you three tried and tested and proven ways that we can deliver exactly the results you are looking for and provide you with rock-solid evidence of our capability.”
9) Clarity and contrast will help your client’s brain to decide
Provide clarity and contrast about the difference the client will experience as a result of working with you or from buying your product and service. Make it very clear and specific.
10) If you confuse them you are going to lose them
A confused client never buys. Limit choice if you want them to make a decision. Giving three options aids decision making. Provide clear choices and next action and give the client something to buy.
Good luck and good selling folks!
About the author
Simon Hazeldine works internationally as a revenue growth and sales performance speaker, consultant, and coach. He empowers his clients to get more sales, more often with more margin.
He has spoken in over thirty countries and his client list includes some of the world’s largest and most successful companies.
Simon has a master’s degree in psychology, is the bestselling author of ten books that have been endorsed by a host of business leaders including multi-billionaire business legend Michael Dell and is co-founder of leading sales podcast “The Sales Chat Show”.
He is the creator of the “Brain Friendly Selling”® methodology.
Simon Hazeldine’s books:
- Neuro-Sell: How Neuroscience Can Power Your Sales Success
- Bare Knuckle Selling
- Bare Knuckle Negotiating
- Bare Knuckle Customer Service
- The Inner Winner
- How To Lead Your Sales Team – Virtually and in Person
- Virtual Selling Success
- How To Manage Your People’s Performance
- How To Create Effective Employee Development Plans
- Virtual Negotiation Success
