The 7 things you need to know about the perfect sales pitch

Salespeople are sometimes called great storytellers, but the problem with storytelling is it often conveys a rehearsed message. Too many storytellers don’t take enough time to find out what the customer really needs. The best sales techniques are less about telling a story, and more about painting a picture.

Too often when we tell a story we decide that we’re going to tell the customer all about ourselves – our business, our services and our products. Instead, the story needs to focus on them, and the only way to do this is to understand the following: What are their pain points, processes and prejudices?

The best salespeople paint a picture that accurately reflects their customer’s situation back to them and provides them with a compelling solution. Here are seven steps to consider as part of painting a picture that resonates with the customer:

1. Listen to the Customer

Listen carefully to what the customer needs so you can identify what they’re really in the market to buy. Let them talk so you can listen. When they see that you’re listening, they know you care and will become invested in the relationship.

Instead of saying, “Let me tell you about my company and what we can do for you,” prove to your customer that you’re there for them by asking, “Can you tell me about your situation? What obstacles is your business facing?”

2. Find Their Pain Points

Once you identify what the customer is buying, you can begin to ask questions to determine what will trigger their decision. Again, you shouldn’t be doing most of the talking, they should. Through asking pointed questions, you will discover the customer’s current processes, pain points and prejudices and how you can provide value.

A methodology that works well in this respect is SPIN-Selling: Situation, Problems, Implication and Needs. Find out what the customer’s SPIN is. Learn about their situation and problems. Discover the implications of their situation and what their needs are.

3. Use the Right Language

When listening to your customers take note of the terminology they use and the style in which they speak. What type of language and acronyms do they use? How does their business talk to you?

When you reply, use that same language to demonstrate how well you understand their business and industry. Inspire your customers with confidence that you have in-depth knowledge of their industry — better yet, become so well-versed in their business that you truly are an expert.

4. Focus on the Right Value Proposition

Ask yourself: Is your value proposition in line with their needs?

I give an example of a manufacturer that sells commodity products through distributors. Originally, the company’s sales team would spend their time informing these distributors about how great their products were, and then how price competitive they were compared to those of a competitor. Further understanding of the distributors demonstrated that they weren’t really interested in the products. They saw them as low margin stock item they had to service.

So, the company adjusted how they talked about themselves. Instead of spending their time discussing how great their products are, they now talk about how they supply products and services in a way that helps distributors increase revenues and profits, and gain competitive advantage. This has positioned them as a business that is associated with revenue and profitability – and not as a low margin commodity supplier.

5. Create Urgency

The principle is always the same. Paint a picture of your customer’s situation in a language they find meaningful and – this is critical – creates compulsion.

The message should be: “You need to do this right away because it will dramatically improve your business. Delay could cause you to miss out on exciting opportunities.” Good salespeople create urgency, a compulsion to act.

6. Address Real Needs

In a past life I sold directories. After two meetings with one of my customers, I realised the only reason he bought my directories was because he thought it was helping him to keep his job. He bought them so his boss would think he was busy using them to perform various tasks for his customers. Once I realised that, I was able to help him demonstrate value to his boss in an even better way. We were able to look at all of our various information suites, draft out a set of incremental solutions he could give to his customers – and his boss – and to position him as a critical part of his company’s client relationship plan.

The point is, you have to know the implications of a customer’s situation to know what difference you can make to them. That particular customer didn’t really want my directories. He had another key imperative to his decision-making. That’s what I had to address. Find out exactly what that person in front of you is looking to buy.

7. Create a Compelling Picture

There’s no need to talk about how great your product is if it’s not what motivates your customer. If they are motivated by something else, it’s up to you to find out what that “something else” is.

It’s absolutely vital that you paint a picture of the customer’s situation in a way that is meaningful to them. Then attach to that picture exactly what you can do to resolve their situation.

Used effectively, painting a picture is one of the most powerful sales techniques. Remember to listen carefully to your customer so you can identify their pain points, processes and prejudices. Use the right language to paint a picture of their situation in a way that resonates with them, and offer a tailor-made solution they feel compelled to adopt.