You may not be a professional salesperson, but as a small business owner you need to be able to sell like one. Unlike pitching to an investor or venture capitalist, a sales pitch is often much shorter, perhaps it is a spur of the moment encounter as opposed to a pre-scheduled appointment. You only have a small window of opportunity to get your potential client interested and ideally get them to agree to move the sales process forward.
Here are some pointers to help you create a sound sales pitch that can get even a tough audience to sit up and take notice.
Get in the elevator
The first few minutes are critical, so do not beat round the bush – practice your elevator pitch (what would you say to prospective client in a 30 second elevator ride). Remember Rudyard Kipling’s six honest serving-men - keep the, “who, what, where, why, when and how,” about your product and services in mind at all times. Capture these details in as crisp a manner as possible and capture your audiences attention within a few seconds. When it comes to a sales pitch, it takes just seconds to hear a "no" from your customer, use those few precious seconds to get them interested!
The first few minutes are critical, so do not beat round the bush – practice your elevator pitch (what would you say to prospective client in a 30 second elevator ride). Remember Rudyard Kipling’s six honest serving-men - keep the, “who, what, where, why, when and how,” about your product and services in mind at all times. Capture these details in as crisp a manner as possible and capture your audiences attention within a few seconds. When it comes to a sales pitch, it takes just seconds to hear a "no" from your customer, use those few precious seconds to get them interested!
While short and sweet is great, it would do you well to develop alternate versions of your pitch. You never know when you may meet a potential customer who wants to hear a full length pitch. When you work on the longer pitch, make sure it is as interesting as your short version. You need to work at keeping your potential customer engaged in your pitch.
Know your audience
A one size fits all pitch just doesn’t cut it anymore. Research and learn more about the likes and dislikes of your customers and when given an opportunity to pitch, start by asking a few questions so that you can get a clear idea about what your prospective client wants and needs. Highlight features of the product or services that will appeal to them, rather than selling that may be irrelevant. Address their needs and wants in your pitch. Tweak your pitch for each customer/client.
A one size fits all pitch just doesn’t cut it anymore. Research and learn more about the likes and dislikes of your customers and when given an opportunity to pitch, start by asking a few questions so that you can get a clear idea about what your prospective client wants and needs. Highlight features of the product or services that will appeal to them, rather than selling that may be irrelevant. Address their needs and wants in your pitch. Tweak your pitch for each customer/client.
Look and sound the part
Dress sharp and smart, but don’t come across as intimidating. Practice the tone in which you deliver your pitch. Sounding aggressive or desperate in your sales pitch can put off a potential customer. Another way to impress your audience is to print out supporting material that they can take a look at as you make your pitch. The visual element acts as an additional element that complements your verbal pitch.
Dress sharp and smart, but don’t come across as intimidating. Practice the tone in which you deliver your pitch. Sounding aggressive or desperate in your sales pitch can put off a potential customer. Another way to impress your audience is to print out supporting material that they can take a look at as you make your pitch. The visual element acts as an additional element that complements your verbal pitch.
It’s not unilateral
Pitches are no more than a unilateral presentation from a salesperson or an entrepreneur to a potential customer/client. You need to understand that a passive audience may not be engaged with what you are trying to say and this can hamper your sales. Make your pitches interactive in a way that gives your audience a chance to participate and ask questions. The more the audience engages with you, the better the chances of successfully closing the sale.
Pitches are no more than a unilateral presentation from a salesperson or an entrepreneur to a potential customer/client. You need to understand that a passive audience may not be engaged with what you are trying to say and this can hamper your sales. Make your pitches interactive in a way that gives your audience a chance to participate and ask questions. The more the audience engages with you, the better the chances of successfully closing the sale.
Know when to quit
The sooner you accept the "no" for one candidate, the sooner you are going to move on to other potential customers and clients. Backing down from a pitch in a refined way may also make your current audience curious about what they are missing out. That said, don’t give up too easily, sometimes it takes a little work to win a customer over.
The sooner you accept the "no" for one candidate, the sooner you are going to move on to other potential customers and clients. Backing down from a pitch in a refined way may also make your current audience curious about what they are missing out. That said, don’t give up too easily, sometimes it takes a little work to win a customer over.
Recall Option
Even if the potential customer/client says a "no," leave them with a strong recall point. This means you will have to work hard at making your pitch as memorable as possible. Just like an impressive start will make the audience interested to hear more, an impactful finish will leave them wanting to sign up for your product/services. To add to the recall value, print creative supporting material that has your contact information, product information and website address.
Even if the potential customer/client says a "no," leave them with a strong recall point. This means you will have to work hard at making your pitch as memorable as possible. Just like an impressive start will make the audience interested to hear more, an impactful finish will leave them wanting to sign up for your product/services. To add to the recall value, print creative supporting material that has your contact information, product information and website address.
In spite of all the above points, the most effective sales pitches happen when you truly believe in your product or service. It is much easier to convince other people when you believe in something yourself – this makes your pitch more genuine and authentic for your audience.
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