After days spent competing with the latest and greatest on the trade show floor, all eyes are on you. Gone is the revolutionary booth design, interactive graphics, and logo-printed aluminum water bottles. No matter how impressive the features of your trade show presentation were, the only thing the potential prospects care about now is you, and the value you can add to their company.
If you’re squeezing in 3X your average meetings booked with SummitSync, you’re meeting a lot more prospects than usual. This means that you have to be on your A-sales-game for 3X the potential prospects. So, do you know your sales pitch like the back of your hand?
While it’s important to know what you’re going to say and when you’re going to say it (don’t “wing it,” we promise it won’t end well), a sales pitch with enthusiasm, visuals, and a clear direction will drastically improve that mantra you’ve memorized.
We’ve compiled seven ways to improve your sales pitch, amassed from experiences on both sides of the negotiating table.
1. Start Off Clear and Strong
Similar to the way we all judge a book by its cover, a company you’re pitching to will judge you by your opening line. While packing in as much information as you can, this statement should be clear and concise. You want your summary to be comprehensive, without dumbing down your product.
Deliver with a broadened chest and open arms to establish your presence and gain your audience’s respect. Smile to make your audience comfortable and show that you are relatable—salespeople, they’re just like us.
Stringing together numbers and stats may make you seem like you know what you’re talking about, but your audience will get left behind. If they spend their time listening to a presentation trying to figure out the math, they’ll end up missing the more important things you have to say.
Visuals, on the other hand, are easy-to-read, interactive, and can be used to show your sense of humor. In fact, 80% of people remember what they saw and did, versus 20% of people who remember what they read or heard.
3. Tell Your Story
Presentations are 65% stories. People want to know what you can offer them—but in order for them to trust that you’ll deliver on that offer, they need to know you and the people at your company. Every company has a beginning that has informed its present and mission. Tell your story to show how your company is unique and human compared to competitors.
4. If Your Friends Do It, You Should, Too
What’s that question your mom always asked you? “If all of your friends jumped off a bridge, would you jump, too?” Well, turns out there’s some truth to that because the default setting in our brains is followership. In business, this is something you should capitalize on because the very human decisions made at companies will default to following the behavior and decisions of companies before them.
Assume that your prospects are followers, too, and highlight the successes you’ve brought to other companies—specifically companies with names they’ll recognize. For example, if Google used your product and loved it, you might want to let prospects know to encourage them to follow suit.
5. Identify a Problem
If a company wants to buy your product, they have already identified a problem or an area for improvement within their current business operation. It also means that before you even give the sales pitch, the prospects believe your product or service will add value to their company. It is your job to convince them they have the right idea.
For your sales pitch, this means that you should not focus everything on you and what you’re selling—they probably know a lot about this already. Rather, use your time with them to explain why your product or service is the most appropriate option to solve their unique problems. Ask yourself: Why are they coming to you? What is the problem they want you to solve and why is your product the best one to solve it?
6. Be Confident in Your Pricing
Don’t dance around telling prospects how much your product costs—be straightforward, and get to the point. If do not appear confident in the pricing of your product, or you try to oversell it by over-sweetening the deal, the client may see this as a red flag that your product is not the best they can get, or not worth the price.
Confidently pricing your product to clients will make them believe that it is a product worth believing in and that it is worth paying the price you name.
7. Perfect Your Close
The peak-end rule is a cognitive bias that impacts how we remember past events. Studies show we are more likely to remember the peaks, or highlights, and the end of an event the most. This suggests that your close will be something your clients remember the most, so take this opportunity to remind them of the value you can add to their company.
While your close should summarize the highlights of your presentation, you also want to use this opportunity as a call to action. By doing this, you maintain control of the presentation rather than allowing the client to control the next steps. If you aren’t asking for a sale then and there, establish a follow-up meeting and solidify any future communication.
Perfect Your Sales Pitch and the World is Yours
No doubt about it—selling a product is an intimidating task. Most potential clients will come into a sales meeting skeptical of you and your product, and it’s your job to gain their trust. Not only must you sell your product, but it is vital you position yourself as a person worth investing in.