This article originally appeared on Simon Hazeldine’s Website and can be found here.
One
Think very carefully about exactly what want the client (or potential client) to say, feel, believe or do as a result of your sales pitch. What are the specific results you want to achieve? What is the next action that you want the client to take after your sales pitch?
Two
When designing your sales pitch always start with the client and not by talking about you and your products and services. Start by demonstrating that you understand the client’s aims and objectives.
Three
A powerful pitch structure is:
Client’s aims / objectives
Client’s needs / problems (Where they are now)
Client’s success criteria (Where they want to be
How you can help the client move from where they are now to where they want to be.
Case studies / testimonials about how you have done this for other clients
Investment required from them.
Suggested action / implementation plan.
Four
Does your pitch answer they questions:
1) Why should the client buy from you?
2) Why should the client only buy from you? What are your points of differentiation?
3) What is the most important thing you want the client to remember about you?
Five
Less is more! Keep your pitch as short and punchy as possible.
Too many sales pitches are too long, too self-indulgent and too boring.
Six
What is your main message – the most important thing you want to client to remember?
Repeat this three times during your pitch.
What are your three key points? If you include any more than three then the client is likely to forget.
What facts do you have to back up what you claim?
Seven
Do you have a story about how you have helped another client (preferably as similar to the client you are pitching to) to achieve the results they wanted?
Introduce the client character, describe the problems they were experiencing, show how you provided the solution they needed and then describe the results they achieved.
Eight
Can you create curiosity right at the start of your sales pitch? A curious client is very attentive and receptive. One method you can use to create curiosity is to tell them some of the things that you are going to reveal during the sales pitch and then to tell the client about these at different stages as the sales pitch progresses.
For example, “As we progress I am going to show you three tried and tested and proven ways that we can deliver exactly the results you are looking for and provide you with rock-solid evidence of our capability.”
Nine
Provide clarity and contrast about the difference the client will experience as a result of working with you or from buying your product and service. Make it very clear and specific.
Ten
A confused client never buys. Limit choice if you want them to make a decision. Provide and clear choice and next action and give the client something to buy.
