A Good Pitch Equals Good Results
You don’t have to be in sales to be pitching something. You can be pitching a strong defense to a jury, your case for a date to that cute girl two desks down from yours, or discussing with your husband why it is important to spend money your way instead of his way. We all pitch things to others every day, from actual products to basic ideas and concepts. A good pitch will give good results. A bad pitch… well, you might as well just stop now and not waste your time.
Be Clear and Concise About What Your Product Does
It’s true that you’ve got to sell the story of your product or service to people. What’s also true is that your story must be an accurate story instead of a well-told fable. Incredibly dramatic and made-up stories do a fantastic job of entertaining people at parties or networking events, but that’s ultimately the only thing they do – entertain. Bragging about a product just means that you love the product. Your pitch needs to be about making them like the product! Be authentic and real and you’ll be able to close the deal.
Realize That People Are Looking To Poke Holes In Your Story
If someone is listening to a sales pitch, chances are good that they’re looking for an excuse not to purchase what you’ve got. If there are holes in your argument, then they’ll be discovered. If your facts about your product or your industry are wrong, you’ll be told this. If your product doesn’t back up the perceived value you say it has, then thanks to the internet, everyone is going to know about it.
Your prospects can do their research too. Even if you believe that you’ve found a prospect that has never heard of you before, if they have agreed to listen to your pitch, they likely already know all about your company and your product. You’ve got to supplement the information that they already know with even more value to close the deal. If you don’t have it, they won’t want it.
Don’t Preach Like a Baptist Minister
How do you fill an hour long church service? By preaching on the same three points over and over again until you run out of time. Don’t do that – one strong will resonate much stronger than the same point made several times in a row. Repetition doesn’t make a point better – if anything, it makes a prospect tune you out, ignore you for good, and ultimately forget about everything you took the time to say.
Most Importantly, Be Direct Above Anything Else
Leave the politics to the politicians. If you get a direct question, then give that question the respect it deserves with a direct answer. If your answer causes a prospect to decide they don’t want your product, you’re saving yourself time in the long run anyway. Unhappy customers can quickly damage a reputation, so why chance that just to make one measly sale right now through an indirect answer?
Yes – tell your story, but be smart about it. Be authentic. Be direct. Provide value. When you do that, you’ll have a much better chance of finding the success you want.