How to Craft an Effective Sales Pitch in 5 Steps

Seek input from others to make your delivery shine

Seek input from others to make your delivery shine

By Aaron Kase

Creating a spectacular product or service is only the first step to small business success. With an effective sales pitch, you can attract a larger customer base and achieve stellar revenue numbers in 2017.

“What makes your company great is not how good the widget is you sell, it’s how good you sell the widget,” says Nathan Jamail, author of “The Sales Professionals Playbook.”

Jamail offers a five-step plan aimed at improving your pitch and landing more sales.

Step one: Learn from past customers. Any sale you’ve previously made contains a wealth of information. What factors persuaded others to buy? Include those in your sales pitch. When Jamail wanted to sell more books, he asked bookstore managers what made the books fly off the shelves. Once he learned that autographed books were five times likelier to sell, he adjusted his sales pitch to give potential customers what they wanted. “Now I sell autographed books in every airport I go to,” he says.

 Step two: Open a dialog with your target audience. A sales pitch should evolve; incorporating the concerns of prospective buyers. Networking groups such as Business Network International can help you meet potential customers in your industry. Listen to their questions and needs and incorporate responses into your pitch.

Step three: Get input from partners. Seek out those who can funnel referrals your way. Look for complementary practitioners—think: a chiropractor joining forces with a gym. Ask partners what you can do to help them help you improve your pitch. “The true power of sales is learning how to serve others so they will want to serve you,” Jamail says. “If you can meet needs of people that sell your product, they will meet your needs back two-fold over.”

 Step four: Practice your process. “Sales is not a task. It’s a skill,” Jamail says. That means in order to pull off an effective sales pitch, you need to practice the skill on an ongoing basis, going over your processes and role-playing scenarios, and highlighting the benefit you provide to the customer. “And here’s the key: practicing never stops,” Jamail says. “You’ve got to practice every single week, every single day.”

Step five: Schedule time to sell. The best sales writing in the world doesn’t help you move product unless you actually put it to use. Once you’re done writing your sales pitch, carve out the time to execute it.  Facebook posts and online advertising can only take you so far. Instead, start making phone calls or meet in person to really sell value through your sales pitches. “You’ve got to be willing to do legwork more than paperwork,” says Jamail.

Most businesses rely on word of mouth to bring in customers, but with these proactive steps and some great sales verbiage, you can speed up your growth immensely. “If your business is so good people are calling you, shouldn’t you shout it from the rooftop and let people know?”

Aaron Kase is a freelance writer from Philadelphia. Follow him on Twitter @aaron_kase.

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