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The dos and don\\\'ts of a successful sales pitch

The successful sales pitch puts the customer front and center of the presentation.
By Peter Imbong |

Selling used to be simple: approach a customer, show him your product, and if he likes it, then you’ve just made a sale.

Now sales pitches have become more complicated, and as an entrepreneur,  a sales pitch, especially a big one, has the power to either make or break your business. So getting it right the first time is the only option.

But what exactly is it? A sales pitch is known as a sales presentation focused on showcasing the company and its products or services. Supposedly, questions raised would be handled as objections. After that, a closing happens to seal the deal.

However, times—as well as clients—are changing. “We’ve discovered that sales pitches translate to very low conversion rates to actual closed sales,” says Rowen Untivero, chief sales strategist and senior consultant at Mansmith and Fielders Inc., a leading sales and marketing consultancy firm.

According to Untivero, not all prospects, customers, or accounts are the same. Each one reacts differently to a standard sales pitch.

“Depending on the level of interest generated at the end of the sales pitch, either questions would follow or the one who did the pitch would just be advised to await further notice. In the latter case,” says Untivero, “the sales person has lost control over the process.”

Simply replicating sales presentations, although a lot more convenient for the seller, does not necessarily replicate successful closings, stresses Untivero.

Repeating a sales pitch is way too convenient for the seller; the way to counter this tendency is to put the client at the center of the sales pitch. “[We] redesigned the approach to selling by taking a client-centric approach, thereby increasing closing ratios by an average of 300 percent,” adds Untivero.

If Untivero is to be believed, a high level of interest is normally generated when one addresses the thinking patterns of the client. “Very little, if any, selling obstacles need to be handled. Closing is never hard-sell,” he says. “Quite important as well is that there is little if no buyer’s remorse experienced with this kind of approach, unlike in the old approach.”

Buyer’s remorse is the tendency to have second thoughts about a purchase.


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