The Art of a Great Sales Pitch

Sales- it is what creates business in any market, industry, or economic condition. It could be as simple as a waiter asking if you’d like to have another drink, to as detailed as putting together a large real estate development deal. In all cases, the strategy is the same. There are three main points to a good sales pitch. Believe it or not, the price is not one of them. I say this because just recently I saw someone struggle to make a sales pitch for a product that someone else should buy. They focused on the price points of the different models to determine the quality and value. Instead of looking at what the customer needed, they focused on what the customer said they were “willing to pay.”

Three Points to a Good Sales Pitch

1. What Makes the Product/Service Unique: The differentiating factor, what makes this particular product stand out amongst the rest? If a salesperson can’t answer this question confidently, there is a problem. While this may not be the driving factor, it is important to separate out your particular product from all the rest so that it is clear in the customer’s mind that it is unlike any other they may have seen.

2. What Value Will it Bring to the Customer? In other words, “what will it do for me?” from the clients perspective. This can be tied back to when the client states they are looking for a product to do x, y, z and would ideally like a product to do a, b, c as well. If the salesperson can show that their product, which is unique from all the others, and can perform x,y,z and a,b,c plus e,f,g then they have started to build a case. At this point the customer or client may realize that that product does everything they need it to plus more. Also to note, price has not been discussed at this point.

3. How Will it Improve Your Quality of Life? So now the big question is price. However, talking price may lose the sale. The third and I think one of the most important, is to show the client or customer how the product, which can do what they asked for, plus three more things, will improve their quality of life. It could be saving time, saving money in the long run, or helping them to make money more easily. Once they can see in their minds how your product will benefit them or their company, you have created an emotional bond between that person and the product.

Emotions Encourage Buying

People buy based on their emotions. They may have gotten a promotion so they go and buy a new toy or gadget to remind themselves, subconsciously, of that achievement. The opposite is true as well. Some people will go on a spending spree to try and make themselves feel better. A good sales pitch will play on the emotional state of the customer, making sure to make the three points listed above. Once that emotional bond has been created, it becomes more about how soon will they buy rather than if they will buy at all.