Prospects don’t always know they need your product.
You sometimes don’t even get to position your competitive advantages against so many similar products and services out there in the market. However, developing a good sales pitch can help you solve most of your initial problems.
A well-crafted sales pitch is about understanding your target audience, addressing their pain points, and communicating the value of your product or service.
In April Dunford’s latest book, Sales pitch: how to craft a story to stand out and win, she shares the framework she uses to successfully pitch products at companies like Google, IBM, Postman, and Epic Games.
In this article, we summarize her step-by-step, highlighting its key points and contributions, from showing you how to give your prospect context into the market’s challenges to helping you connect it to the product you’re selling. This includes researching your audience, crafting a captivating hook, structuring your pitch effectively, and delivering it confidently.
Additionally, we will share the book’s practical tips and real-life examples to help you put theory into practice and boost your sales performance.
A sales pitch is a compelling message or presentation a salesperson delivers to potential clients. Its primary goal is to persuade and convince the audience to take a specific action, such as purchasing a product or entering into a business agreement. Sales pitches are often used in various contexts, including face-to-face meetings, phone calls, emails, or presentations.
Critical elements of a successful sales pitch typically include a clear value proposition. Communicating a product or service's unique features and benefits helps explain how it solves a problem or fulfills a need.
A call to action is also mandatory for clearly stating the desired action the salesperson wants the audience to take, whether making a purchase or scheduling a meeting.
Sales pitches can vary in length and format depending on the context and the nature of the product or service you promote. Compelling sales pitches are dynamic, engaging, and focused on building a positive relationship between the salesperson and the potential customer.
A strong sales pitch is essential for any business looking to succeed. It is your opportunity to make a memorable first impression and convince potential customers that your product is valuable to their lives.
Your sales pitch should align the customer's understanding with the speaker's point of view. Instead of starting by directly leading with alignment on the problem you’re both here to address, consider the importance of starting by providing unique market insights to capture the customer's attention. By demonstrating a deep understanding of the market landscape, challenges, and opportunities, you establish credibility and position yourself as an expert, making it easier to guide the conversation in your favor.
Before creating a compelling sales pitch, you must deeply understand your target audience. Start by identifying who your ideal customer is and what motivates them. What challenges do they face? What goals are they trying to achieve?
Once you have a clear picture of your audience, you can tailor your pitch to resonate with their needs and desires. Use language that speaks directly to them and demonstrates your understanding of their situation. This will help build rapport and establish trust, making it more likely for them to listen to what you say.
To sell your product or service effectively, you must thoroughly understand its features, benefits, and value proposition. Take the time to research your product or service inside and out. What problems does it solve? How does it compare to the competition? What are its unique selling points? This will help build credibility and increase the chances of closing the sale.
Your unique selling proposition (USP) sets your product or service apart. It's why customers should choose you over others in the market. Think about what makes your product or service unique. Is it the quality, affordability, convenience, or innovation? Whatever it may be, highlight it in your sales pitch and explain why it matters to your audience.
Catching your audience’s attention is not a complex task after you get to know them. Craft your storytelling so they will identify and empathize with your proposal.
Foster a shared perspective between your company and the audience, focusing on delivering distinctive market perspectives to engage them effectively. You build trust and position yourself as a knowledgeable authority by showcasing an in-depth comprehension of the market dynamics, hurdles, and potential pathways. This approach facilitates steering the conversation in a favorable direction.
Look at the example:
Rep: Thanks for taking the time today. Before we jump into the demo, I wanted to discuss our company's mindset on web personalization briefly. We've seen that most growth teams look for platforms that bring autonomy to manage, personalize, and experiment with the website content without depending on devs. However, it mostly leads to different platform integration, siloed data, and performance issues. Can you relate to that?
Prospect: Totally! We've been trying different tools with visual editors that allow us to make changes without depending on devs and designers. However, they usually make the website slower and break our design system.
In the initial stages, it's essential to enlighten the customer about other alternatives in the market that address the specific problem at hand. Illuminate the advantages and disadvantages of each, enabling them to grasp the constraints and showcase how your solution stands out. Talk up why your way is better and sort out any worries they might have – it's like laying down a solid base for the rest of your pitch.
Rep: We understand this issue. Besides the CRO tools with visual editors, the most common solutions are marketing automation platforms, landing page generators, or personalization engines integrated with your own CMS, CPD, analytics, etc. Have you tried any of these options?
Prospect: We've tried some marketing cloud platforms like Adobe, Salesforce, and Optimizely in the past, but they are both costly and complex to implement, so we haven't gone so far with that.
Rep: Yeah, it happens a lot… No-code tools are excellent for collecting insights and running tests quickly, but their visual editor hurts the website performance. Also, these marketing platforms do not focus only on solving the web personalization challenge, which makes them more expensive and complex.
As you explain your point of view and get to the same page as the prospect, startle them with a surprising statistic mentioning their pain points and how your product or service can help.
The next move involves finding common ground on the market's ideal scenario, what we might call "the perfect world". This is where we come together to define an ideal solution.
You could ask, "We know autonomy and performance are essential for any growth team. That's why we believe all websites should be dynamic, so you have the autonomy to manage them. Moreover, your tech team should be reassured that having other teams managing the website won't crash it or bring security breaches, while the design team should have the guarantee that you'll always follow the design system. Do you agree?"
The customer's response gives you all the insight you're looking for.
Remember, the goal of the opening statement is to capture your audience's attention and make them want to hear more. Keep it concise, compelling, and focused on their needs.
By this point, you’ve set up your sales pitch by giving your audience insights into the market, showing them why the alternatives out there aren’t fit for solving their problems, and presenting them with what the perfect solution should offer. It's time to strengthen the connection between this initial groundwork and your product.
In the first step of the follow-through, you should outline the essential elements of your market category, delineate the identity of the solution, and succinctly articulate its purpose. The aim is to ensure a swift and uncomplicated overview, enabling a seamless transition to the next stage.
This is the stage where you show how your product is tailored to address their pain points. By delineating its unique value, you craft a narrative emphasizing the substantial impact your solution can bring to the customer's business, expressed through tangible outcomes — especially compared to other alternatives.
This is the time to bring success cases into the conversation. Leverage real-life examples — preferably from the same industry as your prospect — to gain credibility and make each concept you’ve explored more concrete. There is nothing better than other satisfied customers who have faced similar challenges to make prospects see themselves achieving outstanding results only your product can help them achieve.
Inevitably, your audience will have objections about what your company offers. It's essential to anticipate and address them in your sales pitch. By doing so, you can alleviate any doubts and build trust with your prospects.
Consider your audience's everyday concerns and prepare responses in advance. Are they worried about the price? Address the value they will receive in return. Are they concerned about implementation? Highlight how your support team is available and explain your onboarding process. The key is being proactive and demonstrating that you have considered their concerns.
End your sales pitch with a solid call to action and a clear question. Communicate the next steps you want your audience to take, whether scheduling a demo, signing up for a trial, or making a purchase. Create a sense of urgency and emphasize the value they will gain by taking action.
Following the steps outlined in this guide, you can craft a winning sales pitch that captures your audience's attention and drives conversions. Remember to understand your market’s needs, research your product or service, identify your unique selling proposition, structure your pitch effectively, and refine it for maximum impact. With these strategies in place, you'll be well on your way to mastering the art of persuasive selling.