Words have power. And in sales, your words can impact your company’s revenues. Scripted pitches are just a start to getting familiarized with telesales.
A powerful sales pitch goes beyond selling.
Driving sales is about creating a productive dialogue between yourself and your customers.
An effective pitch is not about selling a product but discovering why the customer is seeking a solution.
An old sales and marketing analogy says that the customer is not buying the drill bit but a hole in the wall.
To understand the solution the client is looking for, you will have to bond with your customers before you pitch to them. This is the basic difference between an offhanded sales call and a genuine proposition for an effective solution.
For almost 70% of companies, the top sales priority is to train the representatives on how to communicate product value.
- The Importance of a Persuasive Sales Pitch
- Psychology: Theories of Persuasion
- 8 Ways to Create an Effective Sales Talk
- 7 Tips to Reinforce Your Sales Pitch
- How to Turn Objections into Opportunities Like a Pro
- Show, Don’t Tell: Value Drives Conversions
The Importance of a Persuasive Sales Pitch
Sales pitches that are created while keeping effective communication in mind have a tremendous impact on the business’s bottom lines.
A RAIN Group study.) revealed that the top sales performers were better able to pose a strong value proposition to the prospects and bring in 2.7 times better conversions and 1.8 times more favorable outcomes from a call/meeting. This highlights the significant importance of a persuasive sales pitch in the business world.
- Communication skills help improve relationships with clients. It creates a mutual goodwill that extends beyond follow-up calling and pitching a product or service. Better sales communications establish a long-lasting bridge between a business and its clients by creating trust and reliability.
- Effective sales communications also help boost employee morale and confidence in a pitch. While a sales pitch alone isn’t key to unlocking conversions, training the representatives to deliver the pitch well improves their chances of succeeding.
- It helps reduce the risk of monotonous, templatized sales monologues. No customer likes to hear about a product unless they are interested – an effective communication strategy can help salespersons improvise and deliver value.
- When paired with quick-wittedness and a capacity to improvise, effective communication can help salespeople be smart about pursuing calls with prospects. It helps eliminate bad-fit prospects early in the pipeline.
Psychology: Theories of Persuasion
It’s important to understand how persuasion works to be able to create the perfect sales strategy.
Three key psychological terms are the foundation of persuasion, Social Influence, Elaboration likelihood and Cognitive Dissonance.
According to the theory, customers are influenced by their social environments when it comes to making purchase decisions. The people around them, the social norms that exist in their community, and other similar factors have a tremendous impact on their decisions.
It is important to provide social proof through your sales message to persuade customers who seek social validation of your products or services- you can show them sales numbers from the same community to establish that.
According to the elaboration likelihood model, salespeople encounter two types of listeners:
- The listener who pays attention to what the salesperson is telling them. This type is more willing to explore the product through conversations. Elaborate on your product with engaged listeners.
- The listener who isn’t interested in the sales pitch. This type of customer would most likely rely on peripheral cues from the message. They are more likely to react rather than respond to the sales information. Use emotional cues to appeal to such a customer.
Cognitive dissonance refers to the internal conflict a person feels when they are presented with evidence that contradicts their beliefs. You can look for clues in the customer’s dialogue that hints at a possible cognitive dissonance.
This is why it’s important to build a good reputation. When a customer has a positive view of you as a professional or your brand, they are less likely to be stirred by negative news about the industry that you are working in.
The Impact of Video in Sales Communication
The integration of video in sales communication has revolutionized the way businesses engage with potential clients. With the advent of online video editors, creating compelling and personalized sales messages has become more accessible and impactful. Videos, being visually engaging and capable of conveying complex information succinctly, leave a lasting impression on viewers.
Using an online video editor, sales teams can craft customized videos that resonate with their target audience. These tools offer a multitude of features like adding text overlays, animations, and interactive elements, making the sales pitch not just informative but also engaging. A visual approach enhances the understanding of the product or service, making it easier for potential customers to see the real-world application and benefits.
8 Ways to Create an Effective Sales Talk
Sales communication is not just about stringing the right words together and attaching them with the right emotive responses.
Here are the 8 key ways to enhance your sales talk and drive more sales:
1. Know Your Audience
Before calling your prospects, make it a point to read through every detail of the customer you are placing the call to. By understanding your customer’s needs and pain points, you are gearing up for a value-driven conversation with them instead of a sales call.
A thorough background research is a must when you are selling large ticket items in small volumes. But if you are required to contact a large number of prospects, it would be best to understand the customer profile and create customer personas.
Use what you have learned about the prospect and try to imagine why your prospect will benefit from the product and what might be the objections to your offer.
2. Weave a Story
Storytelling is an intrinsic behavior that human beings find easy to understand and connect with. Create a narrative that is relatable and relevant for a sale to draw customer attention. You can establish a common ground where you can easily recount anecdotes to tear down the walls between you and your customers.
You don’t have to write an entire novel for each and every prospect. When you are engaging in the small talk, try to find things in your personal experience that you have in common with the prospect. Use that as a segue to a short personal story that relates to the benefits that you are selling.
3. Features are Secondary: Deliver Value First
Your customers most likely receive sales calls from your competitors as well. If your sales talk consists of the same monologue of unique features, you’ve lost them at Hello.
To keep them engaged, tell them how your product solves a problem and brings value to their business. Move the focus away from features and highlight how your product can be used to solve the mundane problems and tasks that no professional wishes to waste time on.
4. Conversation Goes Both Ways
There is nothing more disengaging than a monologue. Allow your customer some time to talk about their expectations from a product, their problems, the time they can dedicate to exploration, etc.
Active listening opens up opportunities for you to plug in your product and showcase its value.
Acknowledge your customer’s input and feedback and improvise your sales talk. The conversation becomes a two-way street which creates a more dynamic and engaging interaction.
Even if you don’t close the sale on the call, the client might leave some breadcrumbs of needs and wants. Down the road, you might have a new solution that fulfills their needs.
It’s not uncommon that sales representatives are pushed to make promises that the company can’t keep in an attempt to fulfill their sales quotas.
There is nothing more off-putting than a failed promise.
Be open and frank about the capabilities and extent of services that your company can provide. Transparency helps build trust and maintain the authenticity of the brand by encouraging a no-nonsense discussion. It’s always better to underpromise and over-deliver.
Sales scripts are only a guide.
Each customer is different and requires uniquely tailored approaches. Sales representatives need to pay attention to the subtle cues that a customer gives in a conversation and improvise the sales talk accordingly.
By allowing yourself to shine in the conversation, signals to the customer that the interaction is not a scripted routine but a dynamic exchange tailored to their specific needs.
7. The Balancing Act
While it is important to be confident about the product in a conversation, it is critical to have empathy with the audience.
If a customer keeps pushing you back, try to understand their point of view first before pushing your product aggressively. This creates a more balanced and effective sales interaction.
8. Following Up
Following up is the most crucial aspect of closing. Studies have shown that only 2% of the deals are successful on the first call – the remaining 98% require a building of trust before they can be closed.
Never miss a follow-up conversation. Knock back to check if your customer has had time to consider the proposition, or leave an email to remind them that you are waiting to resolve their queries.
7 Bonus Tips That Reinforce Your Sales Pitch
It is important also to learn about sales techniques that will back you up if a conversation starts to go south.
Listed below are 8 key techniques you can use to back yourself up during a sales call:
1. Address the Emotions
Customers often pay more attention to their emotions than their needs when making a decision. Your sales pitch should contain elements that help appeal to both the rational and emotional sides of their brains.
When pitching an automation tool, you can focus on highlighting how the customer can reduce their levels of stress and save time to do more important tasks and go home on time. You are not just offering a solution but a benefit and value as well.
2. Respond, Don’t React
Encountering and overcoming customer objections is inevitable. The best way to deal with them is to understand the objection rather than oppose it.
Objections are an opportunity to improve your conversation skills and prepare an evidenced response that addresses the objection rather than denying it.
If the pricing is stopping a customer from purchasing a product, then offer them a value instead of offering a discount. When you do this, the customer may return for other products and their value even when there are no discounts on price.
3. Leverage Technology
Technology has put deep business insight at the fingertips of the decision-makers. use tools like an easy screen sharing tool that makes the pitch visual or CRMs and pipeline forecasts that help you visualize their sales ecosystem. The right tools streamline your workflows and provide exceptional customer experiences to all callers consistently.
Technology helps you to work smarter and faster and deliver results quicker than manual tasking.
4. Focus on Personalization
Personalizing a sales call by remembering the preferences of a customer helps you to immediately make a connection with the customer.
If a customer had to hang up for traveling and asked for a later call, you can follow up and quickly boot the conversation with a “Hope your journey was safe and comfortable.”
Remembering the small things helps break down the walls between customer and company and conversation can happen freely.
5. Know The Product
A profound understanding of your product and its capabilities is your gateway to effectively highlighting its value to customers.
Always take your time to understand the company’s offerings, products, and other associated services that a customer may ask about before joining a prospecting call. It helps boost customer faith in the company when all the sales reps know the product inside out.
6. Create Urgency
Although this tactic needs to be timed perfectly, it can help to boost sales when the opportunity is right.
Leverage urgency phrases like “Limited edition” or “Limited time offer” to generate a purchase intent in the customer and then take it forward with a solid sales pitch.
7. Always Qualify Your Leads
Recognize that not every prospect is an ideal match for your offering, and dedicating effort and time to unqualified leads may yield fewer conversions.
So, make sure to take your time to qualify the leads you speak to. This is because, according to reports, every second prospect is a bad fit for the company/product.
By qualifying leads judiciously, you not only optimize your sales efforts but also enhance the likelihood of successful conversions and long-term customer satisfaction.
How to Turn Objections into Opportunities Like a Pro
Persuasion requires a sales rep to be adept at overcoming objections during a sales presentation.
There will always be objections, no matter how sound your sales pitch is or how well you communicate. In the end, it is the customer’s decision, and you must be prepared to handle their queries.
- Objections related to the price, features, or utility of your product can be addressed by polishing up your product knowledge. You need to understand why these objections exist, where they’re coming from, and whether a competitor product or legacy product is the cause.
- Use objections to build customer trust by acknowledging them. Instead of providing a solution right away, share your thoughts and understand a little more about how a problem is impacting the customer’s life or business. You can then present your case.
It isn’t always easy to overcome objections in sales, but customers can be appeased by using these techniques, allowing you to hang up on a cordial note and a possibility of follow-up in the future.
Show, Don’t Tell: Value Drives Conversions
A case always looks and sounds better when it is relatable, imaginable, and applicable. The same concept applies to sales communication strategies. The information you provide to your customers needs to be relatable, applicable, and feasible.
The customer should be able to see the value and act on it within a few interactions.