(4 min read) Follow these steps to learn how to create a sales pitch that’s made for your prospect
The golden bullet in online marketing and e-commerce right now is hyper-personalization. It’s centered around personalizing your message for a particular segment of your target market, in order to enhance customer engagement and grow a loyal customer base. Personalization makes your pitch more relevant, more targeted, and better perceived. Hyper-personalization has powered the growth of brands like Deloitte, who create targeted, industry-specific content for specialized audiences, and it’s key in order to rapidly grow a customer base.
When pitching, you are essentially marketing your product or service for your prospect. The ability to adapt your sales pitch to individual factors such as interests, job role or personality is key in order to win deals. It ensures that you present a value proposition that perfectly meets the requirements of the person you are talking to.
When preparing for a pitch, don’t sell how you’d like to be sold to. There is no one size fits all with pitches. The best way to close a deal is not about giving a rundown of all the facts and features of your product. It’s about communicating the ways your product solves a very specific problem at the customers’ side and hence adds value to them.
So, how do you do that? By knowing who you’re talking to and what their biggest concern is.
Here are the 3 must-dos to remember:
1. Leverage information
Before getting face to face with your prospect, it’s important to do your homework in order to make them feel special and valued as an individual. Browsing their professional network, or reading their company blog will give you a better understanding of your their communication style and needs. It will give you a bit of background information that you can leverage during your pitch, helping you to build a stronger rapport with them and adjust your pitch based on what you’ve learnt about them both individually and the company that they represent.
Find the topics they are concerned about, learn about their language style and tweak the wording in your sales pitch to identify with your prospect more. It will help them feel more comfortable with you as you banter and in turn, be more likely to buy from you.
Worried about coming on too strong? Don’t be. Doing your homework shows initiative and a genuine interest in who they are as a person, not just as a prospect.
As well as researching the prospect themselves, it’s a good idea to research the most common problems that people in similar roles encounter. There are plenty of “customer stories” online which are a great source of inspiration on how to phrase the Return on Investment (ROI) and even provide some numbers.
2. Consider their role
Figuring out the level of seniority of your prospect will save both you and them a lot of time and energy. If you’ve done your research, then you’ll know what their job is and what they do and don’t have the ability to authorize in terms of decisions in the procurement process.
Job level also plays a role in how much information is relevant to your prospect. The features that you pitch will change with each job role that you pitch to.
For example, imagine you’re trying to sell a new, advanced telephony system to a firm that has many customer calls. You know that the main users of your product are agents, but the decision makers are managers and the CEO. So, who do you tell what and how?
- Agent: highlight particular features of your system that are made for them. These are the features that make their lives easier, such as a feature that allows you dial with one click or hang up automatically when the customer does, for example. Helpful hint: you can never go wrong with mentioning a user friendly interface.
- Manager: pitch features that have an impact on their team’s performance and eventually even the their bonus. For example, intelligent queuing ensures that customers who tend to make high-ticket purchases don’t wait more than a certain amount of time. This is of interest to managers in order to increase their team's sales performance.
- CEO: emphasize features that benefit the company’s commercial success overall. Features that are the best value for money on the market, easily implemented without additional IT support, scale up and down with their needs flexibly or are new to the industry and gives them a competitive edge. These are the kinds of features CEO’s care about and that you should present for a winning sales pitch.
3. Determine their personality type
If you want to consistently win deals, you have to adapt your strategy to your prospect’s personality. Do they seem like the type to want to get straight to the point? Or, are they more laid back and ready to take in all the information? Respond accordingly to each personality that you come across. The best way to do this is to pay particular attention to their communication style in your email exchange and upon meeting in order to determine their personality type.
The four main personality types are:
- Assertive - goal orientated, decisive and efficient. Emphasize how your product will solve their business’ problems and steer clear of personal opinions, focus on ROI.
- Amiable - great listeners that are risk averse and prefer laid back pitches. Pitch a vision, build a rapport and find ways to lower their risk, such as guarantees, a free trial or offer references to make them more likely to buy.
- Expressive - creative, outgoing and spontaneous. Don’t focus to much on facts and figures, summarize how their buying decision affects their business on a human level.
- Analytic - serious, direct and more formal. Be prepared for a longer selling process. Analytics are prepared, so always provide data and avoid overhyping your product.
Once you’ve gotten to know a bit more about your prospect’s personality type and behavior, consider how to most effectively communicate with them.
We’ll be exploring how to sell to each of these personality types in a future blog post, so watch out for that! In the meantime, keep in mind that most prospects will be a mix of these personality types and won’t fit neatly into one of the categories. Making yourself familiar with these four types is a great step to add to your pre-pitch prep.
No two sales pitches are ever the same and that’s a good thing. Personalizing your pitch gives you a competitive edge that will stand out and increase your sales and bonus.
Remember, the easiest way to sell to someone is not by figuring out what they want, but how they want it. And, by personalizing your pitch to the person you’re talking to, you can do just that.
p.s. with the i2x call analyzer and trainer, you can personalize your phone pitches and optimize your sales calls using AI