Structuring a Sales Pitch
Structuring a Sales Pitch
Your sales pitch is your attempt at persuading a prospect to purchase your product. This is more than a brief message about your product. It’s an engaging conversation that uses questions and personalised phrases to convince prospects that your product is the best for them.
A sales pitch is your brand message, mission and best testimonial, all compressed into a few sentences. You can make your pitch longer than a discovery call, but they don’t have to be long. Or, you can keep it short like an elevator pitch.
Your sales pitch should not be about describing every aspect of your product. Your goal is to reach your audience and get their attention until they are ready to make a purchase.
Structure of a Sales pitch
1. A Stellar Cover Slide
2. A Value Proposition
3. A powerful story
4. Attractive Solutions
These are the Top Tips to Structure a Sales Pitch
Structure your sales calls: Although you might know exactly what you want to convey on a sales call it is far too easy to let the conversation drift. A drafted pitch will help you keep your conversations on track and give you a structure to follow.
It is stressful to work in sales so any way you can reduce stress is helpful. You can draft a pitch for your team or yourself to help you visualise what you want to say during a call. This allows you to listen to the prospect and not worry about what you will say next.
Low performers can improve their performance: If the entire sales team collaborates to create a sales pitch for a client, low performers are able to learn from high-performing salespeople the techniques and phrases they use. This allows low performers to improve their pitch and close more sales.
Keep your messaging consistent: If your pitch for sales is developed alongside marketing and product teams, your company’s messaging follows the same path, which increases confidence in your audience.
Here are some ways to structure your sales pitch
1. Ensure your pitch includes an objective
It is amazing how few salespeople understand the purpose of their sales presentations, given how simple it is to create one. It is possible that you are trying to give a brief overview of your company, product, and the value you offer customers. You might also want to know as much about your buyer as possible, their needs and why they need it.
The most important goal is to use your sales pitch in order to get the buyer to take the next step in the sales process. The presentation should be focused on the buyer’s needs and the value you provide.
2. Focus on what the customer cares about
A good sales presentation will give information about something that your prospect customer cares about. When you are creating and delivering your sales pitch, ask yourself this question: What is in it for them?
A customer might care about your presentation for a variety of reasons, including increasing revenue or decreasing costs. They might also care about your presentation for personal reasons. What will your presentation to the buyer do for them? Will it help them gain recognition or a promotion at their company?
3. Build your sales pitch around a good story
A good story is the foundation of any sales presentation. Buyers love “story arcs”, which show how your company will change. The buyer should see how you will get them from point A to B in your sales pitch.
4. Organise your sales pitch around one central idea
The central idea or theme of a sales presentation should be focused on the benefits you can offer your customer. When creating your pitch, think about the benefit that you are going to provide to your customer. Your sales presentation should be centered around this benefit.
5. Your presentation structure should be clear
A sales pitch that works well has a clear structure that the buyer can follow. The most common structure is to explain the buyer’s problem, present a solution and then agree to move on with the buyer.
Keep it simple. Cognitive dissonance is a common problem for buyers when they hear a new idea. You can make it easier for them to follow your instructions.
6. Your sales pitch can be written in both short and long versions
This short version is usually between five and fifteen minutes long. It’s useful for times when buyers have scheduled you for an hour, but need to reduce their time to 30 minutes. You may only need 5 slides for a short version of your presentation. If you are asked to do a shorter presentation, it is best to have no slides.
7. Get ready for the no slide pitch
Sales reps who are the best at delivering their pitch without using slides are often the most successful. You can practice your pitch without using slides to do this. You should focus on the structure of your pitch as well as the story that you are trying to tell. Practice answering the 10 most frequently asked questions from buyers. It’s a good idea to practice answering the 10 most common questions buyers ask you.
8. Personalize your sales pitch
Personalisation is key to creating sales presentations that are effective. These guidelines will help you to reduce the time and effort required to tailor a presentation to a particular meeting.
Before the meeting, make sure that you have a plan for personalizing your presentation. Too many salespeople rush to sell without giving thought to personalisation.
You can include buyer-specific information in sales presentations by focusing on a few ways. It is possible to include specific industry information or content that is relevant to the buyer’s job role. Information gathered during the discovery or needs assessment phase of your sales cycle can be included.
9. Create a clear agenda
Set a clear agenda at the beginning of your meeting that describes the structure of the meeting. You should focus on three to five of the key topics that you wish to discuss in your sales pitch. Make sure they are in a logical order. Ask the buyer to confirm or deny the agenda as you present it.
10. Keep in mind that specificity is the best!
Show a deep understanding of your target buyer, how you can help similar businesses, and how people use your product/service.
11. Don’t forget to leave time for your closing sales pitch
You should leave at most five minutes for feedback and to discuss next steps.
The most important goal is to use your sales pitch in order to get the buyer to take the next step in the sales process. The presentation should be focused on the value you provide and the next steps the buyer should take to agree to follow your lead.
It is amazing how few salespeople understand the purpose of their sales presentations, given how simple it is to create one. It is possible that you are trying to give a brief overview of your company, product, and the value that you offer customers. You might also want to know as much about your buyer as possible, their needs and why they need it.