Sales are the lifeblood of any company: No matter how fantastic your product or service is, if customers or clients are not purchasing it, it might as well not exist. That’s why crafting an effective sales pitch is so critical for business growth.
Bob Circosta, the original host of the Home Shopping Network and television’s “Billion Dollar Man,” knows a lot about what it takes to close a sale. It’s not about giving a rundown of the facts and features of your product — it’s about communicating the ways in which it can help the buyer, he said.
“Stop thinking of it just from the perspective of what you have,” Circosta told Business News Daily. “Think about what it will do for others. You need to take your elevator pitch and transcend it … to other people’s perspective [and] solve their problems.”
Circosta advised approaching sales from a helping perspective. Instead of putting pressure on yourself to make the sale, just focus on what the product means to the buyer, he said.
“If [sales reps] focus on how to communicate effectively and help the person, it takes pressure off themselves, and puts the focus and energy where it needs to be,” Circosta said. “A superior salesperson inspires the buyer to feel the benefits of what they have.”
If you want to craft better sales pitches, here are a few key elements you should focus on.
The first contact with a potential customer or client is crucial to setting the tone for the ongoing relationship. Tom Silk, executive vice president at WorkStride, a provider of employee recognition software, said there is power in the first sentence of the sales pitch. But it’s not what you say; it’s how you say it, he added.
“Use tone, energy — stand up and show enthusiasm,” Silk said. “Energy sets the tone of the conversation.”
Moreover, it’s important to establish a connection with the person you’re selling to, said Brian Stafford, CEO of collaboration software company Diligent Corp.
“Establishing rapport is absolutely critical,” Stafford said. “The best sales rep creates a connection with the prospect as early on as possible.”
Whether in person or on the phone, pay attention to the cues that are happening during the pitch, Stafford said. Pay attention to who is speaking, and if it’s an in-person meeting, note the body language. Look for affirmative cues, such as head nods, forward leaning, and open, relaxed postures. If you are getting the opposite, such as crossed arms or other nonresponses, then take a step back.
“I think sometimes, [sales reps] keep plowing ahead even if they aren’t getting the response they hoped for,” Stafford said. “It can be more dynamic to stop and pump the brakes, ask questions, and force them to say what isn’t working for them.”
It is harder to identify these types of social cues over the phone, but they are there if you listen. Silk advised envisioning what is going on in the room and working through the “noise language.” What is being said, by whom and how? Adjust to the silence, and solicit feedback.
“If the plan is not going well, change and adjust on the fly,” Silk said.
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