9 Steps to Engagement: Crafting a Sales Pitch that Works Every Time
If you’re in the business of sales, “sales pitch,” or “elevator pitch” are terms you’ve likely heard. In today’s digital world the elevator pitch may seem like an outdated method, but it isn’t quite dead--it’s just reinvented. To run a successful pitch today, it’s not about selling. The “pitch” no longer means throwing canned information about your company or service at your customer, rather it means opening the door to a meaningful two-way conversation.
However, that doesn’t mean you shouldn’t come prepared. Your pitch should help advance the sales process by setting up a conversation where you listen to the customer, ask real questions, and offer a solution to a challenge they’re experiencing. Each pitch should be tailored to match the audience and specific goal, yet maintain a clear and consistent message from you and your company.
Crafting an effective sales pitch is a collaborative effort, and an art that’s perfected over time with hands-on experience. Greywood Consulting takes a simple approach, with our 9 Steps of Engagement.
Here’s your roadmap to crafting a pitch that will work every time:
1. Who’s your audience?
Have a clear understanding of who you’re talking to, and several versions of your pitch ready based on your audience. Are you talking to the MSP or the corporate company? Is the person a CEO, in procurement, or a hiring manager? Your key points should change based on who you’re talking to.
2. What is your solution to the industry’s problem(s)?
Every industry has an array of pain points, and each of your prospective clients will struggle with some of them more than others. You should have a full understanding of their business problems and ready with answers on how you can solve them better than the next guy.
3. What is your process to generating results?
Everyone has a process to delivering successful results. Be sure you have yours clearly defined, outlined, and ready with explanation on how you take your clients from ordinary to extraordinary.
4. How are your clients affected externally by your service?
Whether it’s ROI, improved branding, or social presence, how does your service make your client’s business look better?
5. What’s your big competitive differentiator?
Why do your clients hire you over the competition? This is arguably the hardest to define, yet most important part of the pitch. Your answer should be clear, impactful, relevant, and consistent across the board.
6. Do you have any accolades?
Have you won any awards or been featured in the media? These are things that can be memorable in conversation and help set you apart from others.
7. What’s your guarantee?
Whether it’s a defined result, or simply part of your process, the guarantee to your work helps prospective clients visualize the full picture of what you’re offering.
8. What are your success stories?
Providing key successful client case studies is helpful further into the sales conversation, proving the action behind your words.
9. What’s your hook?
Is there a useful metaphor that can help tell your story or a catchy simile that evokes empathy? These are things that people can relate to and remember.
The elevator pitch is certainly not dead, but revamped into a unique selling tool that defines how you communicate with prospects and guides you in providing a unique recommendation to their problem. The process can be a struggle, and is always ongoing, but with some upfront work you can kickstart your way to a successful sales journey.
For more information on the 9 Steps of Engagement reach out to Greywood Consulting.