Know what sales pitch is, when is the right time to contact the Lead and what are the steps to have an efficient speech
More and more companies choose to have an Inside Sales team due to the desire to lower the costs of the operation and to have more control over the commercial process. Business calls are still, in fact, one of the most effective ways to convert customers in this model – especially in consultative , complex, and lengthy sales.
Sales pitch alignment is critical in internal sales teams, especially in companies that deal with a high volume of sales every month. This speech is the salesperson’s main guide, the common thread of contacts with Leads and opportunities.
In this post, find out what a sales pitch is, how to build it and how to connect it to your sales process to generate even more results!
What is a sales pitch?
Pitch is an English term widely used in technology, referring to a quick speech in which you sell the benefits of your product or service in a concise way. There is a lot of talk about “elevator pitch”, for example, a short presentation of your business that could convince a potential customer or investor in a few minutes, such as the length of an elevator journey.
The sales pitch is the speech used in the commercial approach, in order to make it more objective and accurate. Taking key points into account, the pitch generates an immediate impact, provoking the listener’s interest and identification with the solution offered.
Building a good sales pitch involves mixing the right triggers, questions, and information for the moment to approach, taking into account the stage of the lead’s journey.
The impact of consultative sales on pitch
In times of consultative sales, you can no longer pitch sales as you used to. In this new reality, the consumer has much more information: he searches the internet, reads the company’s blog articles and compares prices before asking for a demonstration or quote.
How does this impact the sales pitch? Once the Lead arrives more informed, the seller needs to go beyond the data that this contact already has. Thus, the speech should not revolve around the price, but the value that your product or service can add to this potential customer. How can your offer help you make more money, or lose less?
Another change brought about by consultative sales is the profile of salespeople, who need to understand that sometimes, if this customer is not ideal, it is best not to sell, as he will end up cancelling in the future and compromising the company’s revenue.
When is the right time to contact the Lead and make the sales pitch?
To get the communication right, it is essential to understand at what moment the Lead is. Overall, Blue World City have separated the customer journey into four steps:
- learning and discovery
- problem recognition
- Solution consideration
- Buying decision
The first phase happens when the Lead has the first contacts with the objective of your company. He still doesn’t know he has a problem in his daily life or doesn’t understand the impact of this difficulty. From there, Lead starts to narrow down your interests and research more and more, aware of your need and in search of a solution.
The most common thing is that he or she arrives at the sales team at the solution consideration stage, interested in asking for a quote, receiving a presentation or a proposal, in-depth understanding of how the product or service works and the real advantages it offers. At this stage, it is very likely that the Lead is also in contact with competitors.
Attention: never run over the stages of the shopping journey! Contacting unprepared and uninterested Leads will only overwhelm your sales team and cause frustration.
The best way to have control over which Leads are ready to receive a commercial approach is to work with a good qualification system, which includes:
- Alignment between Marketing and Sales on the ideal customer profiles and essential characteristics in good Leads;
- Use of a CRM to monitor the sales funnel, with qualification steps prior to the first sales contact;
- Well-structured sales process.
How to qualify Leads in the pre-sales stage?
Respecting the customer journey is a huge differentiator of your business process, and this is one of the reasons for having a routine prior to business approaches. You can have an area dedicated to this, with pre-sales professionals, or include qualification steps in the salespeople’s routine.
In these stages, the professional conduct research and initial contacts with Leads to understand if they really are at the right time to move towards a sales attempt. This is when the salesperson will use a pre-sales pitch, asking the right questions and gathering relevant information.
Here are some tips:
- In the case of a telephone qualification, advise salespeople to make it clear that this is a first contact, with a focus on getting to know you and understanding how the company can help you. This allows the Lead not to expect to receive a quote or proposal right away, especially if they are not qualified.
- Have a clear process for disposing of unqualified Leads, giving due feedback to those people. Let him know that the solution you offer is not the best option for Lead at the moment and, whenever possible, try to indicate a next step for him to solve the problems he is facing.
- It is essential to record all information in CRM, even if the Lead does not advance in the funnel. The reasons for discarding at this stage are fundamental to improve Lead attraction processes for the company. Qualification data will support the seller in commercial approaches.
- Once the Lead’s interest and profile have been validated, it can proceed to the next phases of the sales process.
6 steps to an efficient sales pitch
Check out a step-by-step guide to creating an efficient sales pitch to convert Leads into Customers below!
1. Try to create pleasant conversations
Opening the call is the most important moment to develop a good conversation and capture the Lead’s attention. At this stage, it is important to convey three points to whoever is on the other end of the line:
- Who speaks?
- Why are you calling?
- Why should I pay attention?
Even if the Lead has requested the commercial contact, it is necessary to involve him in the call, remembering what motivated him to pass on his data to the company. After the opening, the pitch can evolve into a more explanatory moment, in which the salesperson gives an overview of the solution and tries to create connections with the potential customer.
The more time that passes between the conversion and the call, the more it is necessary to work well on the opening pitch, to snatch the Lead in the first few minutes!
2. Know the Lead and its current scenario
Now, you will be able to ask key questions, which will pave the way to deliver an irrefutable proposal.
Know exactly what information you need to extract from the Lead to build this view, and try not to appear too invasive in the questions. The question only what is absolutely necessary so that the conversation doesn’t get too long. Unnecessary interactions can end your sale.
This pitch moment must determine if the Lead meets the prerequisites to move forward, that is if it is in fact an opportunity.
- Can you tell me a little about your company’s current situation?
- What is the biggest problem you face today?
- How would your decision process work if you decided to close a deal?
Salespeople should redouble their attention when receiving these responses, exercising active listening to try to create relationships between the Lead’s pains and what their company can offer. In this way, it is possible to mitigate some objections even before reaching the negotiation stage.
3. Understand the purpose of the Lead
With the collection of these data, the seller should already have knowledge about the main challenge of the prospect. But, more than identifying this information, it is important to make the Lead clear about the challenge and its impact, so that he understands the need to buy from you.
The sales pitch can include questions such as:
- Do you know why you face this challenge?
- What do you understand can be done to resolve it?
- What is the priority of this situation today?
- What results are being affected by this issue?
If the Lead declares that the problem has high priority, is impacting critical points and wants to be resolved as soon as possible, he is prepared to walk to a presentation and receive it with good eyes.
4. Present a solution, not a product or service
This is the time to shine the prospect’s eyes. Structure your sales pitch for the presentation by connecting each benefit of your offer to a goal or challenge the Lead told you about.
Here, your company’s history and the technical specifications of the offer don’t matter so much. The enchantment must arise from the Lead’s feeling when he perceives the total harmony between what he needs and what is being offered.
It’s important to generate value in a nutshell. The ultimate goal is for him to understand the applicability of what he will acquire, which will not be a lost investment.
After the presentation, validate with the Lead if what was shown makes sense and if he wants to proceed to negotiation. The sales pitch must always contain an incentive for the next phase, a trigger that makes the prospect anxious about receiving the proposal, discussing values and hitting the hammer.
5. Make a proposal connected to the context
During the first contact, the seller had numerous chances to gather data to build a cohesive business proposition. Lead knows this, as he has taken the time to talk and expects to receive a proposal that is worthy of his effort.
Recap the presentation of the product/solution with images and eye-catching visuals, recalling the information in a clear and objective way. Show prices and payment terms transparently, without uncertainty about the figures.
Throughout the contacts, the sales pitch was oriented to generate value, and the price is evaluated in relation to the value that the person sees in that purchase.
At the end of the presentation, take a few minutes to clarify doubts and answer questions. Remember the next steps: If you don’t get a response right away, set a return date a few days after the meeting. Be sure to incorporate other triggers into the pitch, such as a special condition that causes urgency.
6. Use your sales leads to improve the process
Recording contacts is essential for the evolution of the business process on two fronts: registration and training.
Speaking of records, the seller can listen to the recording of a past contact again to recall information and details agreed with the Lead. In addition, in companies with separate Pre-Sales and Sales structures, salespeople can access Pre-Sales recordings and gather important insights to proceed with the contact.
Periodically revisiting the recordings of business calls is a way to assess the sales pitch that the team has been using. Management can look for improvement points, cross-reference performance data and understand what works and what needs to be adjusted.
Recordings can also be part of new salesperson entry training, helping to understand the sales pitch in practice!
Finally, it is worth measuring the service capacity of salespeople, in order to correctly size the sales targets and the demand that needs to be generated to achieve the objective.