Developing a winning sales pitch: the art of your story

a narrative, either true or fictitious, inprose or verse, designed to

interest, amuse, or instruct the heareror reader; tale.

1. Establishing a connection is a critical asset;2. People do not read;3. Your competition is everyone else vying for the attention of the client;4. Time is a precious commodity;5. Customers generate revenue, happy customers generate profit.

Apple “If you don’t have a story you are just another commodity. A replaceable cog in the consumption

machine. You have no way to differentiate your brand or your business.”

1. Make me care

2. Captures a truth you believe in.

3. Makes a promise

4. Creates Trust

“78% of business buyers seek trusted advisors — not just

salespeople — that add value to their business.”

5. Establishes a Connection

“Your brand is what people say about you when you are not in the room”-Jeff Bezos, Amazon

Freytag’s Pyramid

1. Know your audience

Know it to show it.

Only 13% of executive buyers believe that salespeople truly understand their business issues while demonstrating a way to solve them.

2. Plan it.

• Determine what your goals are before you have the conversation;• How does your product or service help them? (i.e., your company

has designed a data visualization platform that's easy to set up and automates busywork).

• Who you need to speak to in the organization;• Research and make sure the content is relevant;• Understand the business and how you can help; • If you plan to demonstrate have the right material;• what do you leave behind;

3. Establish a connection

Make it personal. Make it relevant.

According to Salesforce research, 78% of salespeople say that soft skills like listening are essential to converting prospects. If you can’t narrow down your buyer’s pain points, you won’t be able to figure out the best way to help them. Listen to how the volume, speed and tone of people’s voices can give clues about how they’re feeling. Use “tell me about …”

4. Identify a conflict. Create a solution.

Starting with problems. Drama is anticipation mingled with uncertainty what will happen. It’s no secret that customers respond most to products that solve a current problem. A good sales pitch will acknowledge that problem (via research) and provide a solution

• How We Do It: Highlight unique differentiators and explain what you do.

• Proof Points: Provide clear reference examples and list recognizable achievements. Share industry validation and awards.

• Customer Stories: Share customer examples and successes. Tell emotional and personalized customer stories. Make it real and tangible.

Back it up with facts: A survey conducted by Dimension Research found that 90% of respondents claimed that reading positive online reviews influenced their buying decisions.

5. Ask for the sale

Ask for the sale: Incredibly, 85% of the interactions between salespeople and prospects end without the sales person asking for the sale. • Which of these 3 options would you like to

go with?• Based on our schedule, we can get started

next week. Would you like us to schedule it?

• Would you prefer the lease or purchase option?

• If I can meet that time frame, would you like to get things started?

• We’re confident we can achieve your objectives. Would you like to get started?

6. Follow up

A recent study found that 70% of unanswered sales email chains stop after the first email attempt.

However, there is a 21% chance you will get a response to your second email if the first goes

unanswered.

Nova Scotia

7. Additional Tips

Simplicity wins.

Summary

1. Create short and long versions of your sales pitch;2. Prepare for the no slide pitch;3. Personalize your sales pitch;4. A good sales pitch is always a dialogue;5. Always start with a positive when comparing;6. Use relevant examples and data;7. Make it scalable;8. Demo, where applicable;9. Anticipate change;10. Do NOT over promise;11. Leave them with something to remember.