How To Craft An Effective Sales Pitch

Posted on January 11, 2012 by LCT Magazine

The traditional meaning of the sales pitch “typically conjures up images of a one-way presentation, with the salesperson talking at a prospect, which is not the effective way to sell,” says Art Sobczak, president of He says people often assume that where there’s a pitch, there’s a catch, and people will look for something to object to. Instead, salespeople should treat the pitch process as a “collaborative conversation.”
Here are some of the highlights from the Forbes article (read the complete article here):
1.    Don’t use the word ‘pitch’; call it a ‘recommendation’ so prospects know you want to engage in a conversation and help them.
2.    Ask questions, listen to the prospect, and offer them a solution to the problem.
3.    An effective sales pitch isn’t a monologue, it’s a dialogue.
4.    Do your homework. Know enough about your buyer so you can address how your service can benefit that specific client.
5.    Identify your objectives. Your goal is to get the prospect’s attention and agreement to have a discussion about how you can help them with something specific.
6.    Begin the pitch by asking questions to uncover and understand the prospect’s needs.
7.    Talk 20% of the time and listen the other 80%. Identify the problems you can solve, the opportunities you can capture, and the wants or needs that are addressed by the solution.
8.    Show metrics and proof of what you can do or have done in the past.
9.    Use the prospect’s language. Ask about a difficulty or challenge they have and address it in your recommendation using their exact language.
10.Ask for a commitment at the end of the conversation.
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