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  How do you convince your prospects to consider buying your product? Here’s an answer: you make a presentation to them. You explain what you’re offering them, and how it’ll solve a specific problem that they have.
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That presentation—verbal or written –is called a sales pitch. Ideally, your sales pitch should grab your target audience’s attention with its first sentence, keep them engaged throughout, and have the persuasive power to convert them. If your sales pitch is going to achieve these things, you’ll have to plan it. This article shows you how to do this. But first, let’s go over the things your sales pitch should include.

The Key Parts Of A Sales Pitch

  • The Problem Statement: Refer to the problem or customer pain point your business or product exists to solve.
  • Your Value Proposition: Briefly state what you do. Focus on the benefits you provide.
  • The ‘How’ Statement: Say how you solve that problem.
  • Proof Points: Refer to the general successes you’ve achieved in your industry. Mention awards and other recognitions you’ve received where they exist.
  • Customer Stories: Talk about how your products have benefited specific customers. Tell engaging stories that illustrate how effective your offering is.
  • Closing Question Or Call To Action (CTA): You may close by either asking a question that invites the prospect to have a conversation with you, or use a CTA that prompts them to take an action (which would translate into a conversion).

Steps To Crafting A Winning Sales Pitch  

Here’s how to create a sales pitch that will win you more clients.

Know Your Audience

Your pitch should be tailored for the audience you’re trying to sell your product. If you’re targeting a business, you should use a formal presentation that’s backed by relevant data. And if your leads are private individuals, you’ll want to include positive stories from customers who have used your product.

Strive For Brevity

Most people won’t have the time to read or listen to an hour-long sales pitch. They want something short, straight-to-the-point, and provides essential information about the business or product.
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That’s what you should give them. Summarize the most important details of the pitch within the first sixty seconds, when the listener’s attention is most focused on your message.

Start With An Attention Grabber

Use a starting line that gets the listener (or reader) hooked, something that makes them want to hear more or read further. Admittedly, this isn’t always easy to do. But think about the sort of opening statement that would capture your typical target audience’s interested and is related to the problem you’ll solve for them.

Say Who Your Customers Are

When you do this, you show that you’re engaged with people or businesses similar to the listener. It also indicates that you’re active in the market—which may mean that you understand their problems.

State The Customer’s Pain Points  

Explain the problem (pain point) that people in your target audience have—the one your business exists to solve. For example, the pain point for buyers of detergent products is their dirty laundry. The pain point of the car dealer’s customer may be that they don’t have a vehicle to drive around in.

Show How You Can Solve The Problem

Give a concise account of how you solve the customer’s problem. If you’re selling a service, you’ll

Point Out User Benefits

Emphasize the benefits that your product brings to its users. After all, that’s why they’d want to buy it in the first place. Use vivid language; paint a picture of the positive outcomes that customers enjoy when they use your product or service.

Go Over The Draft Pitch

Sale pitches are seldom perfect as a first draft. You should read the pitch you have prepared, and watch out for the following things:
  • Whether it fits within the allotted timeframe
  • If the wording is clear and concise enough
  • Whether the intended message is conveyed as effectively as possible
  • How it’s likely to come across to a prospect (put yourself in their shoes while examining the draft)
Adjust the pitch where necessary.

Test The Sales Pitch

The best proof of your sales pitch’s effectiveness is how your prospects react to it. Often, you will have to tweak these pitches as you go along, based on the strengths and weaknesses you perceive while using them. If you keep at this, you’ll improve it over time and achieve better results.

Final Words

The sales pitch is a tool that any businessperson should master. It could be the difference between failing at sales or entrepreneurship and taking your company to next-level growth. Follow the steps mentioned in the article to create a sales pitch template, and modify it to suit each specific situation. This should boost your ability to convert prospects into clients. Featured Image Source: iStock
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This article was first published on 4th April 2021


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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