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How to Craft an Effective sales Pitch

The opening

The first contact with a potential customer or client is crucial to setting the tone for the ongoing relationship. Tom Silk, executive vice president atWorkStride, a provider of employee recognition software, said there is power in the first sentence of the sales pitch. But it’s not what you say; it’s how you say it, he added.

“Use tone, energy — stand up and show enthusiasm,” Silk said. “Energy sets the tone of the conversation.”

Moreover, it’s important to establish a connection with the person you’re selling to, said Brian Stafford, CEO of collaboration software company Diligent Corp.

“Establishing rapport is absolutely critical,” Stafford said. “The best sales rep creates a connection with the prospect as early on as possible.”

Social cues

Whether in person or on the phone, pay attention to the cues that are happening during the pitch, Stafford said. Pay attention to who is speaking, and if it’s an in-person meeting, note the body language. Look for affirmative cues, such as head nods, forward leaning, and open, relaxed postures. If you are getting the opposite, such as crossed arms or other nonresponses, then take a step back.

“I think sometimes, [sales reps] keep plowing ahead even if they aren’t getting the response they hoped for,” Stafford said. “It can be more dynamic to stop and pump the brakes, ask questions, and force them to say what isn’t working for them.”

It is harder to identify these types of social cues over the phone, but they are there if you listen. Silk advised envisioning what is going on in the room and working through the “noise language.” What is being said, by whom and how? Adjust to the silence, and solicit feedback.

“If the plan is not going well, change and adjust on the fly,” Silk said.

The call to action

This is perhaps the most important part of the sales pitch: Ask someone to take action at the end of a sales presentation, Circosta said. Even if the prospective buyer isn’t ready to make a final decision yet, leaving them with a clear call to action will at least keep the idea of doing business with you fresh in their mind.

“If you don’t ask them for the sale, they probably won’t go through with it,” he said.

The follow-up plan

Knowing how and when to follow up on a sales pitch is another factor in its success. It would be nice if every sale were closed at the end of the pitch, but that rarely happens. Decision makers need to take time to evaluate the proposal and ensure what you have to offer is going to fix their problem or improve their capabilities.

WorkStride creates a project plan with its potential clients, defining the milestones for follow-up and the best method to do so.