Honing Sales Pitch

Marketing Education, CSC Academy

ISB-SRITNE & CSC e-Governance Services
February 2019
Module Objective
• Learning the art of making a sales pitch
• Identifying the areas that make a sales pitch
ineffective
Typical Sales Pitch
• About the Company
• Who are We
• What do we do
• Who do we serve
• How we do it
• About the Product
• What is the product
• Why is it good
• Who all find it good
• Achievements
• Recognition
• Success
Client reaction to a typical sales
pitch
• Selective Listening
• Information Fatigue
• Disinterest
• Lack of clarity about seller’s focus
Before you draft next sales pitch,
ask:
• Who is the audience?
• Their background
• What do they do?
• Who do they sell to (if they do)?
• What are their processes?
• What is their problem?
• What is their need?
• What are the issues arising out of these needs?
• How can you help to solve?
• How can your services/ product help solve their needs?
Structure of a Good Sales Pitch
• Hook
• Objective
• Roadmap
• Problem
• Solution
• Product
• Summary
• Why us?
• Asking for business
Strategies for Constructing a Good
Hook
• Bait and Switch
• Start with an undeniable and important to client truth,
e.g., for a client who uses technology for all their
activities, starting by saying technology has changed our
lives
• Follow by a contrasting statement that makes client
wonder, e.g., the constant calls, mails are all like
enemies
• Follow by explanation and plant the solution you are
about to offer, e.g., technology based communication
have taken away the human touch from communication
and treats everyone the same way, and hence we need
to have options that helps having real conversations.
Strategies for Constructing a Good
Hook
• Fixing a Dichotomy
• Start with an undeniable and important to client truth,
e.g., for a client which deals in event videography saying,
drones have helped capturing the events in better
details
• Follow by something of concern for the client in that
context, e.g., crashing a drone is a frequent phenomena
and costs a lot to the buyer both in terms of cost of
drone and missing on capturing important details
• Follow by planting the solution to discuss in detail later,
e.g., the users of drone need a short training to make
sure that they can use it well and prevent crashes as
much as possible
Strategies for Constructing a Good
Hook
• Story:
• Start with a story, where there was a problem
(preferably similar to that of current client)
• Follow how the problem was solved
• Pique technique:
• Starting by an unrelated question, e.g., what is your
favorite TV show
• Follow by connecting to the current problem
• Flattery:
• Start with praising the client, establishing what makes
you interested in serving them
Objective and Roadmap
• What does the client get from listening to your
presentation, e.g., in example about technology
leading to conversations not being real any more,
follow by saying, today we will discuss how
business conversations can be made real on
technological platforms, which will help you in XYZ
ways
• Follow by quickly giving a roadmap of the main
presentation and the time requirement for it
Problem and Solution
• Present your understanding of the problem
• Ask them to define the problem
• Question to understand the underlying need
• Describe their need to them integrating their inputs
• Probe for what an ideal solution will be
• Describe what you think an ideal solution will be
• Seek agreement on the ideal solution description
Product Description and Summary
• How is the product being offered a fit to the
solution described by you
• Describe solution and not features of the product
• Use stories of solving similar problems for other
clients
• Use testimonials describing product if available
• Summarize the needs defined, the solution
described and product fit with the need
Why Us
• Start with awards and recognition
• Follow by background and company’s journey
• What differentiates you from competitors, e.g.,
innovation, prompt resolution of issues, fair pricing,
customized solutions
• Testimonials, if any
• Alternatively, post summary, ask about what are
they looking for in their service provider and then
position yourself in that description
Ask For Business
• What is not asked is often not given
• Don’t leave the pitch without asking for a close
• How do you want to proceed?
• Do you want anything else from us before making a
decision?
• Does our product solve your requirements