To help you better connect with customers through sales, we asked CEOs and business leaders for their best insights. There are several actions to take that will help improve your sales pitch technique to sell more effectively while connecting with your customers.
1. Prepare for objections
Entrepreneurs who want to sell must get ready for objections. Objections are part of sales and knowing everyone has them helps an entrepreneur better prepare, manage, and dig into the deep desires of the potential client. Objections include, “I don’t have time/money/priority.” Once entrepreneurs identify what objections someone has, they can ask further questions to connect and understand someone’s pains and desires. Knowing that discussing objections is part of the sales process, an entrepreneur can better prepare to engage in a deeper conversation.
- Libby Rothschild, Dietitian Boss
2. Be concise but get your point across
You should always strive to keep your pitches simple, specific, and short, which saves the customer time and preserves your energy. Focus only on points that you think are relevant, specifically highlighting what a product can do for the customer. The goal is to grab their attention, keep it, and convert it into a sale. You can do this if you provide as much detail as you can in as short a time as possible.
- Carey Wilbur, Charter Capital
3. Know your products and processes
The more you know about your products, the more confidence a customer will have in purchasing from you, so you should be able to explain what your product is for, and how it can benefit customers. You also need to be able to answer questions about how it works, what it's made of, what the return policies are, and so on. Demonstrating familiarity with your products and processes builds the trust you can convert into a sale.
- Stephanie Schull, Kegelbell
4. Understand and communicate your value
Remember that customers always have a choice between you and your competitors. If you're unable to successfully communicate your value to customers, you're not giving them any reason to choose you over someone else. Formulate a value proposition that can help you quickly and concisely pitch your services to customers. This will give them the reason they're looking for and go with your business.
- Rod Cullum, Cullum Homes
5. Reach out at the right time, on the right platform
Success in sales is often all about having the right timing, but it is just as often about having the right approach. Do you know the best way to reach prospective customers? If not, learn what they like. Some prefer an email to a phone call. Others won't give a second look to social media outreach, preferring one-to-one human contact. Knowing when and how to approach customers can make all the difference to a sales pitch.
- Brandon Berglund, Berglund Insurance
6. Explain your story, and the value you're offering
It can be very beneficial to include your story in your sales pitch. As humans, we're naturally attracted to stories, so you're more likely to convert potential clients or consumers when they know your background. It's also imperative to explain the value your product or service offers them.
- Jonathan Finegold, MedCline
7. Have a customer-centric message
Your customers are coming to you for a reason, and you need to listen to them to sell them on a product, service, or even yourself. Every step of the way, I demonstrate to my clients that I'm listening to them and taking their preferences into consideration. Don't make the pitch about you and your business, make it about the customer. They will appreciate this approach more than you know.
- Lily Yu, Oak Springs Realty
8. Overcome objections by telling customer stories
There's no better sales tool in your belt than positive stories from your other customers. Along with that, I like to verbalize objections the prospective customer might be thinking of but haven't said yet. Once I do that, I can segue into how a current customer had that same concern, and this is how we overcame that, or here's their ROI from our service as of today. Being honest and forthright goes a long way to garnering their trust, which is the most important element of a new business relationship.
- Dave Rietsema, Matchr
9. Conduct a perspective summary
One of the most important steps in connecting with prospective customers is empathizing with their position. If they're hesitant to take a deal, or their objections are creating resistance, you need to demonstrate that you understand their point of view. This is most useful in the latter stages of a deal you're trying to close. Start by summarizing what has happened so far, and what type of impact it had on the deal. Then, demonstrate empathy by labeling how your counterpart is feeling. Say, "I know this is not what you wanted, and you're probably concerned about where this is going."
This makes the lead feel listened to, breaking down barriers and making them more amenable to negotiation. According to the Black Swan Group's negotiation training, you're looking for a simple statement in response, "That's right."
Not only does this hold their attention and keep them communicating with you, but it also encourages a sense of mutual respect and reciprocity, which predicates good deals.
- Patrick Casey, Felix
10. If they are wrong, tell them
People don't buy something unless there is a need or a challenge. If they knew the answer, they likely wouldn't have the problem. More often than not, the prospect may not know their actual problem or the appropriate solution. A great salesperson will point out the problem, explain what the prospect is doing wrong, and then provide a solution. Too many salespeople are afraid to point out what the prospect is doing to create their issues.
- Ali Mirza, Rose Garden Consulting
11. Conduct interactive sales conversations
When conducting consultations via video conferencing platforms such as Zoom, consider leveraging the screen share or whiteboard feature. Walk your clients through the project timeline, show before and after charts, and bring into view any relevant audiovisuals you have. This will make the experience more authentic for the prospect and increase their interest.
- Kyshira Moffett, The Power Collective
12. Focus on the relationship versus gaining a sale
Frequently I see people approach a person they've just met with the goal of selling their product or service. A one-time transaction is fleeting. Instead, I teach clients to develop a relationship with the person.
Get to know them and find out what the pain points of growing their business. Would your product/service even help them? Some of my best referral sources are people who haven't used my services, but I have gained their friendship, trust, and respect.
- Kristi Lee, ElegantLee Design
13. Display the problem you solve
When reaching out to a prospect, you must take the time to do the proper research and make sure you both are aligned. This means taking the time to research your target properly and asking yourself an honest but basic question, "Can I help them?" Once done, reach out, showcasing the problem you solve, and how you solve this. Provide a clear and straight answer and always be honest.
- Pablo Paz, Interactive Contact Center
This article originally appeared on score.org.
