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In the world of sales, it’s no longer good enough to recycle the same script for every lead—particularly if you’re targeting C-level executives and key decision-makers. Personalization and preparation are key, as is taking advantage of every single second you get with the prospect. Mastering the art of the sales pitch is essential in not only captivating the attention of the person at the end of the phone, but ensuring they believe in the service or product you’re trying to sell.
Joseph Grieves, training and development manager at Operatix, talks us through his foolproof CCE method, as well as provides a plethora of actionable tips to help you nail every sales pitch.
Improve your sales pitch
So you’ve qualified the prospect, found their contact details and you’re ready to call. Are you just going to wing it, or perhaps go off of a copy-and-paste script? Either of these options can quickly cause your downfall. Instead, take some time to personalize your pitch, address key concerns and prepare for every eventuality of the conversation. Use our tips below to learn how to master your sales pitch with some simple tweaks.
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The CCE method
Consisting of three key questions, the CCE method is key when reflecting on your sales pitch. When creating and reviewing your pitch, ask yourself the following:
- Is it clear?—clarity is essential; your message should be easy to understand without any confusing, specialist talk. Assume that whomever you’re pitching to has no prior knowledge of your product, service, or business, simplifying your language and losing industry jargon so your pitch is easy to digest.
- Is it concise?—don’t assume the person at the end of the phone has all the time in the world to speak to you, instead establish a clear beginning, middle and end to your pitch. Only include the necessary information and the USPs that this particular prospect will be interested in rather than rattling through details that simply aren’t relevant to them. This will help ensure the prospect stays alert and engaged throughout the conversation rather than simply switching off due to information overload.
- Is it enticing?—there’s a whole world of competition out there, and you can bet you aren’t the only one who has pitched to your prospect. This is why it’s essential to tailor your pitch to their wants, needs and business interests. Include real-world figures and successes to reflect how your service can help them—hard stats are hard to argue with compared to hypothetical situations. Sell the solution and back up your statements with figures.
By utilizing the CCE method, you ensure your pitch targets potential customers in an easy-to-understand way that appeals directly to their needs.
Be aware of common objections
While you may have full belief in what you’re selling, your client will likely challenge you when you begin pitching. Confidence is a key part of a pitch, as is being prepared: ou don’t want to stumble over your words or have your mind go blank when the prospect starts to pick holes in your pitch.
Take time to consider what your prospect may flag as an issue and write down counterpoints. Unsure of where to start? Most objections are linked to BANT—Budget, Authority, Need and Time. By anticipating concerns, you can be one step ahead and plan an answer that works in your favor.
Tailor the pitch
Having an understanding of the prospect’s history in the industry and needs is a necessary step in forming a pitch that appeals to them. After all, part of successfully selling a product is addressing how it can benefit them, whether that’s boosting sales, increasing team efficiency or smoothing out a recurring problem.
Before calling the prospect, try to find out as much of the following information as possible:
- What is their role in the business, and how long have they been in the business?
- What prior experience do they have in the industry?
- Who are their competitors?
- Do they have any specific issues or concerns that your product can address? Are there any industry weaknesses you can help with?
- The history behind their current business. What do they do? How big is their team?
By doing your research and identifying how your product or service can help your prospect before you call, you can increase your chances of impressing them and securing a sale. Appeal to their specific wants and needs, rather than just giving a generalized overview of what you’re selling. The key here is to describe the problem and sell the solution, ensuring both are something that your prospect can relate to.
Confidence
As mentioned, confidence goes a long way in assuring your prospect that you know what you’re talking about. Also known as phone anxiety, call reluctance is common in the world of sales and can be a consequence of a lack of confidence. While it may be common, dealing with it as quickly as possible is essential in getting the best results out of your pitch. After all, if you don’t appear to have a wealth of confidence in your product, how do you expect your prospect to?
There are a number of ways you can tackle call reluctance, including practicing your pitch in front of colleagues, undergoing additional training and researching your product as much as possible to ensure you’re confident in your knowledge. Doing so can help you get over your fear of calling prospects and master your pitch without a hitch.
