How do you build a sales pitch? (Method in < 15 minutes)

How can you sell more thanks to an effective sales pitch?

Role of the sales pitch: Generate desire

Regardless of the channel you use to engage your target audience, for them to truly engage with you and your business, you'll need to go further.

You see, people only make buying decisions when they want something badly enough. And people only want something when it meets a real need, addresses pain, and solves a real problem in their lives.

Of course, the reality is that you can't actually create a need for your customers: they either have a need or they don't.

But we can stimulate conscious needs and help customers learn about hidden, subconscious needs — and in doing so, we can trigger a desire to act.

To do this, we design our commercial communication (our “sales pitch”) according to each of our communication channels, whether it's your flyers, brochures and websites or your cold or hot prospecting scripts. If they are expressed effectively in a way that stimulates customer needs, this will arouse the desire to take action.

Create your sales pitch

To develop a convincing Pitch on one of your sales channels, we need to meet three essential conditions. We'll call them the 3 A's of influential communication:

1. lookout

You may have the most impressive offering the world has ever seen, but if you can't get their attention, if they're not watching or listening, you're not arousing their envy.

So the first step is to get their attention.

2. Attraction

Let's face it: getting someone's attention is essential, but it's not enough.

People only make buying decisions when they are drawn to your offer. You must therefore present it in such a way as to attract it to you.

3. Action

Attention and attraction may push you to go part of the way, but if you can't elicit concrete action — to buy your product or service, download your ebook, or attend your seminar — you may not succeed.

That's why the most compelling speeches raise issues head-on — and that's why you'll need to do it too.

Structuring your sales pitch

There are many contexts in which you will need to apply your arguments to arouse envy: face-to-face meetings, on the phone, on your website, on your LinkedIn or Facebook profile. The possibilities are endless.

While there are also endless ways to structure your pitch in these contexts, luckily there are some basic principles, based on studies, that apply to all contexts.

Of course, each situation will require a slightly different application of the principles, depending on how much time or space you have and what you want your prospect to do next. However, there is a powerful device that you can use to guide you: REPORT.

Here's how it works:

Relation

The first step is to get the attention of your prospects. You can do this in two ways. The first is to establish the relationship.

Studies show that when people value you personally, they are more likely to be open to your ideas and more likely to be influenced by you. This means that the first step is to establish and/or build a relationship. And that means connecting with prospects and customers in a personal way.

How do you do it concretely? It depends on the context, of course.

On marketing flyers, brochures, and websites (and other physical or electronic communications), it's often enough to present yourself as a real personality who cares about others to make initial contact. In short, cold calling, a warm welcome, and the courtesy of asking for a bit of their time are usually sufficient.

To create strong relationships, here are 2 simple tips:

1. Ask questions that concern them - how they behave, their interests, etc.
2. Share with them the evolutions and major changes in your field.

Think of your best customers, those with whom you have a special relationship. You know them — their family, their interests — and they probably know a bit more about you too. This link does not come about by itself, it requires thoughtful effort. And that's why it's the first step in the process.

However, there are two conditions to be met:

• You have to be honest. If you don't really care about them, you'll come across as insincere — and that may well damage the relationship instead of building it.
• Show understanding. If they seem to be in a hurry or not interested in the details, move on and get to the point. It will benefit the relationship greatly.
  

The focus should now be clear: to engage your prospects and customers, actively seek to establish the relationship from the start.

Objective

Studies show that if you can't get someone's attention in the first few seconds, you may lose it completely. And that's where your aim lies: to capture attention and generate interest - right from the start.

You see, when you're starting a sales discussion or writing the first words of your marketing campaigns, it's important to understand that prospects will ask themselves a simple question: Is it worth my attention? So, if you can't convey an argument or objective that arouses their interest, you won't capture their attention.

In written communication, there is no better place to get someone's attention than the title and the text that is directly under the title. That's why they should clearly and succinctly state the most significant results that your offer will give your customers.

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Review your observations and look at the most critical needs of your target customers. Then give them a short, engaging title, followed by a sentence that develops it, so prospects know exactly what you're offering them and how that will help them.

Think of it this way: If you only have 5 seconds to get someone's attention, what would you say and how would you phrase it?

In telephone or face-to-face conversations, the same principle applies: start with a goal that achieves the most essential result possible for the person concerned (I was hoping to discuss how I can help you increase productivity while reducing costs...)

Pain

Once you get their attention, you'll need to quickly and clearly describe their main needs, pains, and problems.

Why? It shows prospects and customers that they are in the right place because you know their problems. And, more importantly, you start to generate interest in your offer by clearly articulating the pain they are experiencing and bringing it to the forefront of their minds.

For this step to have the desired result, you will need to deeply understand the specific needs of the customers you have chosen to focus on. Remember that different customer segments have different needs. So, if you want to succeed, you need to make the difficulties resonate with them.

To help you identify the unique needs of your target market, consider that customers generally have three different types of needs:

• (i) functional needs related to the performance of the product/service itself (are car seats comfortable? Are they easy to drive? do they have a nice color?) ;
• (ii) psychological needs (will this type of car suit the image I want to project?) ; and...
• (iii) valuable needs (is it cheap? Is it good value for money?)

Once you've identified the most critical or painful needs, you're ready to start building desire. In advertisements and other marketing materials, this step requires you to simply describe the pain of your target customers succinctly and clearly. In phone calls or face-to-face meetings, it's best to specify their pain by interviewing them.

It's more effective if you can make it stand out directly. For example, you could say, “A lot of our customers are concerned about... [insert pain]. Is that a problem for you too?

Attention: this is not a manipulative sales tip. In fact, if the pain you describe isn't real and true for customers, it won't resonate with them — and it won't help you arouse desire.

Proposal

Once you have identified the needs of your customers, you are ready to start specifying the products or services that you intend to offer them - in other words, your proposal.

And that means specifying exactly what products or services you will offer, as well as their specific characteristics (that is, the particular characteristics or attributes that meet customer needs).

In my company, for example, I offer three types of services: one for startups, one for businesses that are already in business, and one for non-profit or social businesses. The program for start-ups, for example, has some characteristics:

• it provides people with the knowledge, strategies, and skills needed to design, develop, and launch successful businesses;
• it takes place in ten sessions;
• it is based on cutting-edge strategies for start-ups;
• it is conducted via online meeting technology with weekly phone sessions, etc.

The next step is to identify the main characteristics of your product or service that will allow you to meet the needs and problems of your customers.

Results

Not all proposals are equivalent. Some are more effective at inspiring customers and drawing them to you than others. Bad proposals simply explain the main characteristics of your solution, and stop there. Take a look at this list of characteristics drawn from common marketing materials:

• Self-adjusting clock
• Financial reports in one click
• Customized programs
• Batteries included

Each element is a characteristic: a factual statement about the attributes of a product or service. But it's not the features that drive customers to buy. They are motivated by results and effects.

The results answer the question, “What do I gain from it?” because they explain how your solution meets the customer's needs or solves the problems you've identified.

Compare the list of features above to the following list of benefits or possibilities:

• Self-adjusting clock: No more summer or winter time settings
• Financial reports in one click: I can see exactly the financial health of my business at any time. I can spend more time with my family instead of spending time doing millions of paintings to find out if my income is enough or not. I can see the status of my business in an instant.
• Customized programs: It will allow me to accomplish exactly what I need and I won't have to worry about paying for services I don't want.
• Batteries included: I will never have to see my child's disillusioned look again when their toy doesn't work because I forgot to buy batteries.

Can you see the difference? Focusing on results maximizes your chances of arousing desire.

Looking at your customers' needs and differentiators will help you identify the results you want to achieve for your customers. When you can confidently pass on a set of benefits that are hard to find elsewhere, it's an opportunity worth considering.

Insurance

Even if you can describe compelling results for your customers, there will often be some degree of risk in their minds — and that risk increases as the cost of your offering increases.

To mitigate this risk, you need to reassure them. And you can do this by legitimizing your requests with as much concrete and measurable data or arguments as possible.

Don't just say you're faster, more sustainable, and of better quality; prove it with some things: research, case studies, testimonials, or your unique qualifications or experiences. And if you don't have any proof (and maybe even if you do), consider tying your offer to a guarantee that allows you to match your words with action - and thus reinforce legitimacy and reassure.

Here are a few examples of specific and measurable differentiators:

• Free delivery if longer than 30 minutes
• 100% refund guaranteed in 1 click without proof
• Have your car washed while you eat at our restaurant.
• Our phones offer you all the power of a professional computer - for thousands of euros less than the 3 major brands (here is a comparative table of prices and performances...)
• If we don't sell your house within 3 months, we buy it at our selling price!
• A plumber will get to your house in 30 minutes - day and night.
• Our soap is handmade, using the rarest and most expensive oils and fragrances in the world. That's why you pay €38 for them.

Tasks

The final step is asking prospects to take action. And that means clarifying exactly which tasks require action on their part.

Of course, the nature of the task will depend on where you are in your sales process. This could mean making a purchase, calling you, or simply giving you their email address.

Clarifying action tasks is not difficult. But you need to do it - and be sure to include any relevant information to make this step as easy as possible: what, when, where, and how.

In written exchanges, you should ask them to take action. But in telephone or face-to-face communications, it's worth maintaining control of the process. While you can very well tell them what to do (for example, get approval from their manager, check inventory levels, etc.), take responsibility for monitoring, rather than letting them respond to you. You could say:

“Ok, so if you can do X, Y and for Friday, that would be fantastic. I will then call you on Friday afternoon around 5 pm to register...“

This way, they will feel more responsible and you will be more likely to see concrete actions.

Let's now apply these ideas in two important contexts: in a pitch and in a brochure.  

READ MORE: What is sales enablement?

How to build a Pitch for “oral” exchanges?

To help you think things through, here's an example of what a REPORT-based conversation with a prospect might look like.

Relationship

How are you going to make connections?

Hi X, how are you?

I am... [insert a personal introduction to establish the connection]

Aim

How are you going to define your goal or mission to get attention? J

I'm glad to have you because I want to talk [insert an inspiring goal, for example an approach to help you increase sales...]

Pain

• How are you going to describe or clarify their pain or problems to stimulate the need?
• Many of our customers complain about [insert pain...].
• Is that a problem for you?

Proposal

• How are you going to convey your proposal clearly and succinctly?
• To solve this problem, we propose... [insert a general proposal, that is to say your products/services].

Outcomes

• How are you going to explain the positive results of your proposal?
• It will help you... [insert results for the customer, e.g. helping them avoid missing customers...].

Reinsurance

• How are you going to provide guarantees to support the credibility of your proposal?
• We are optimistic because... [insert evidence to reassure the customer, for example case studies, warranties, testimonies, etc.]

Tasks

• How are you going to specify which tasks require action, who will complete them, and in what timeframe?
• What do you need now to help you decide [insert actions, who will take them and when they will take place]?
• Here's what I'm going to do... [insert your tasks]

READ MORE: What is the Flywheel?

How to build a Pitch for “written” exchanges?

Here is how the RAPPORT model applies to written communications such as brochures.

• Start with a TITLE that attracts their ATTENTION...
• Then a SUBTITLE that creates enough interest to motivate them to read more!

Building the RELATIONSHIP...

Introduce yourself, show that you are a serious person who is interested in the situation, and establish your personal credibility.

Although this does not necessarily have to be at the top of the document, it is important to establish a close relationship with the people concerned at an early stage.

Describe PAIN...

Describe the problems, pain, or needs that your prospects are facing. Make them emotional.

Give hope through your PROPOSAL...

Here's what your product or service will do to help your customer.

Explain the RESULTS...

Connect the dots by articulating the real opportunity behind your proposal. What are the practical results or outcomes for them? Why is your proposal appealing?

Give GUARANTEES...

Why should prospects trust you?

What have past customers said about you and your offer?

What data/statistics can you share to make your case?

What is your warranty?

Specify the TASKS to be completed...

This is where you explain exactly what actions you want them to take, and when.

This is where it is useful to include any FREE offers/incentives to motivate them to take action, as well as the contact information needed to enable them to carry out the desired action successfully.