There’s a saying that you only get one chance to make a first impression, and the same is true of your products.
Unlike written copy, a spoken sales pitch can’t be edited afterwards, but there’s no need to worry – follow these tips to help you perfect your sales pitch.
Distil Your Message
The heart of a good sales pitch is getting what you want to say across in a concise and easy to understand fashion.
To create your sales pitch, start by narrowing down what you want to say.
Focus on one or two key points and stick to the information your customers most need to know; anything else can be discussed during a follow up.
As the article “Tighten up Your Elevator Pitch” points out, a good pitch is a skill like any other, one that can be learned.
You don’t have to rush in unprepared. Take the time to figure out and perfect your pitch, and don’t be shy about practicing it.
By rehearsing your pitch front of the mirror, friends, a trusted colleague or even the camera, you’ll get a better feel for how well it hangs together.
Think About How You Say It
It’s not just how you say; it’s how you say it.
A pitch will only work well if your customers can see that you believe in what you’re saying. Aim for a natural approach with a good shot of positivity and authenticity; you can probably spot a phony sounding pitch a mile away, and so can your customers.
Mind your body language too.
Open, friendly, confident body language will back up what you say and inspire trust.
Focus on Benefits
Your customers don’t want to know about features, they want to know what those features will do for them.
Say for example you’re selling the latest energy efficient freezer. Don’t talk about the specs, talk about how it will save your customers money on their energy bills.
You don’t have long – a great pitch doesn’t ramble – so get right to the heart of why your customer needs what you’re selling.
Be Prepared for Objections
It’s perfectly natural to run into some objections and questions.
Be prepared for those ahead of time, with clear and helpful answers that address issues directly and honestly. If it turns out your product really isn’t a good fit for your customer, say so and look for another solution.
Honesty and helpfulness will earn you more respect (and a better chance of a sale) than being pushy.
Listen as Well as Talk
It can be tempting to take a deep breath and just launch that pitch, but wait a moment.
Effective selling is a conversation, not a monologue.
Take the time to really listen to your customers and find out what they want, what problems they need solving. That way, you can focus your pitch to address their issues and show why your products are a good choice for them.
Pay Attention to Follow Ups
Follow up is your chance to answer questions and concerns, learn more about your customer and build a positive relationship.
Prepare for your follow up just as you prepared for your pitch, by thinking in advance about what you might say, and how you might guide the conversation to a satisfactory (and hopefully profitable) conclusion.
Giving a pitch is a useful skill that, when perfected, can help you to get your point across clearly and in a way that appeals to your customers.
A good pitch is the first step towards a sale, so start practicing today.
About the Author: Tristan Anwyn writes on a wide variety of topics, including social media, branding, and how to perfect your sales pitch.