“Don’t think of pitching. Think of offering… The offer is often better than a pitch.”
– Sonia Simone, Content Marketer
You’ve got the prospective client’s attention. Time to put out a winning sales pitch and convert them into a customer.
A sale happens when you have certain factors working in your favour – urgent need, unique solution, emotional connection and credibility.
How do you create a sales presentation that hits all the right buttons and gets you the desired outcome?
DO YOUR HOMEWORK
Approach your presentation as you would an exam. Know your product or service inside- out. Gather all the information you can find on the client’s business and industry, and identify problem areas. Make a list of their urgent needs and important aspirations. Connect your solutions to the potential benefits your client is seeking. Find out who makes the buying decision and ensure they turn up for the sales pitch.
BUILD CONNECTIONS AND PAY ATTENTION
How do you build a rapport with your client? Start with empathy. Understand their needs, challenges and required solutions. Ask questions – the right ones – about their goals, their frustrations, motivation and their decision process.
Find out what they actually need and how your service or product can help. Learn to listen to what they have to say; whether it’s a query, concern, objection or requirement. Probe deeper and ask for specifics regarding their needs and find their hot button – the emotional need. Wrap your solution around this need and demonstrate why it is different (and better) than comparable products.
AVOID GENERIC PRESENTATIONS
If you’ve been pitching to clients, you probably have files lying around. It is tempting to pull out slides from different templates and slap together a canned pitch. However, this is the easiest and quickest way to lose a sale.
A generic presentation is all about you, your product and your company, whereas a convincing one is all about the client, their needs, and their situation.
Focus on THEM. Go back to the drawing board and create a presentation from scratch. Use a written structure that contains all the key points, including storytelling and visual elements.
PRESENT PROOF AND PROJECT CREDIBILITY
To project reliability, you have to believe in your service or product. You have to present solutions and benefits in a way that resonates with clients and encourages them to buy. Use other customer testimonials, statistics, case studies and extra benefits to remove objections and bring them closer to a sale.
After all this effort, don’t let a weak closing let you down. Have a clear call-to-action which focuses on “what comes next”. Your closing note should make clients take action; schedule a call, ask for more information, or make a purchase decision. If you’re selling an expensive or complicated product, you may need more than one sales pitch to win the client over.
Tell us about your successful sales presentation? Do you have any tips or suggestions for a convincing sales pitch?