Making your sales pitch effective!

Sales people often do not have the discipline to sit down and create their sales pitch, make a script of it, and then rehearse it till they get it right. Many successful sales professionals have told me that they have improved once they began conscious work on their sales pitch.

Here is one important test to run when creating an impactful sales pitch. It involves asking the question "So?" While preparing your sales pitch, keep checking it by implementing the “So?” test.

Every time you say something about your product or your company, if the customer can raise the question 'So?', it kills your pitch instantly. This test also helps to differentiate the features, and the benefits, of your products. If you go ranting about your product features, and the customer says "So?", you need to immediately shift gears… here you have to say 'What this means for you is…' and then follow it up by mentioning the corresponding benefit(s).

Let’s take an example, if someone is selling a wonderful bike that has the latest ABC technology which saves fuel, the sales person can say here is ABC and it is the newest technology and the customer says 'So what?'. Immediately, the sales person highlights the amount of money the customer can save by saying "Sir, let me present you this bike that has the latest in ABC technology… what this means to you is that it would save you at least x dollars every month.”

Speaking the customers' language is the core to successful selling and by using well articulated benefits statements you can be a Best Seller.

Sales people - don't miss these basics!

There are a few things in sales which we cannot afford to ignore. Through the years, I’ve found three absolutely golden rules about sales, and selling, for just about anybody. These are:

• Have conviction in what you sell. That can happen only if you believe in your product / service, and the company.

• It’s all about transferring the conviction. The key step to this is to ask relevant questions and to listen attentively. It’s like 10% talking, and 90% listening. Listen actively, and very carefully to the other person, and be sure you understand what they want and need. Understand their unstated motives. Don’t sit and wait for them to shut up so you can start your pitch again. Figure out whether what you’re selling can help, and how. We all know that people choose on logic, but buy on emotions. Ensure that you decipher the emotion at play.

• In case what you’re selling can’t solve the problem, recognize that. Don’t fool yourself - say so. That certainly will enhance your credibility, so that maybe you’ll get another opportunity later on… and, you have nothing to lose, because selling something that isn’t in the buyer’s interest, is just a future business problem waiting to happen.

Sales Closing isn’t just ABC!

Often Sales heads and Business heads have told me that their salespeople aren't very good at closing. One thing that crosses my mind at that moment (which I certainly don't share with them) is that it's very likely that they aren't very good salespeople in the first place.

One issue that I have understood is that the confusing signals sales people get from different sales experts; some say ‘ABP’ Always be prospecting, some say ‘ABC’ Always be closing. This often leads to a misguided emphasis people place on closing. You would say, if only it were that easy. Super endings to otherwise mediocre plays aren't going to result in super salesman awards. In fact, too frequent closes in direct sales can be offensive to the buyers.

Very often sales people are not aware of, or neglect, several aspects of closing because they have their own agendas, which they think, will get them the sale. Well before closing, customers / prospects must understand their desired outcomes, why they can or can't be achieved, what capabilities are needed, the potential value and the price. In many instances they will want to compare other vendors.

Another mistake is that sellers try to close with non-decision makers. It's embarrassing for them to admit that they can’t take a call as they aren't authorized to commit. Sales people err by not getting in front of decision makers to close. Some reply upon proposals they hope decision makers will not only read but also understand.

Many sales people put pressure on buyers when they try to close prematurely. Some buyers will be "put off", and may decide not to buy. Those that are willing to buy will almost certainly expect discounts, or better terms for buying, sooner than they expected.

If closing is running so much on the mind, most sellers will have a parallel word running in their heads, discount. There may be instances in direct sales transactions when closing and discounting may work, if the sellers aren't the vendor of choice. Some sellers rationalize that it makes sense to discount even if they can't win, because the winning vendors will accept lower prices. I believe putting discounted numbers on the table can come back to haunt sellers.

We could to consider the ABC approach in an entirely different way. In sales situations involving long buying cycles it is important to gain commitment along the way. Minor yeses are the key. Rather than closing for the business earlier in buying cycles, there are other commitments to ask for: access to key people, agreements on potential value, an estimated decision date, agreement of buyers to spend resources in evaluating offerings, having some staff see demos, etc.

Sales professionals in direct selling have to get many yesses with the ultimate one being an agreement to move forward. My advice to all sales people is that they must be patient enough to wait until they've earned the right to ask for the business.

Climb the listening LADDER!

Ask any one what's the most important aspect of communication… you would get a plethora of responses, but a lot of them would be ‘listening’. 

In my numerous interactions with varied levels of corporate executives over the years, I've asked this question and everyone would respond that it is very important to listen. I would even get responses like - we must listen more than we talk, we have two ears and one mouth, we must listen attentively, etc.

Yet, they all agree that despite knowing all this, we end up being poor listeners on several occasions. Why is it that listening is so difficult to practice? 

One of the things that hinders listening is the pre-occupancy of the mind. We all have our lenses with which we see the world and the people we interact with, and most of us do not remind ourselves that we have to take the lens off while listening. 

The other one is the need to respond. While someone is speaking we tend to formulate our next response in our mind and are so eager to open our mouth to begin a response before the other person has even completed speaking.

One simple yet awesome technique that you can practice is called the ‘LADDER’ technique.

It starts with an L - looking at the person while talking. We are so preoccupied sometimes with ourselves or other tasks when someone is speaking that we actually end up disrespecting the person speaking to us. Whether it is your spouse or kids at home when you are watching your favourite TV program, or it is your laptop screen at office, many a times, we are all guilty of not shifting attention to the person speaking. And especially now, with WhatsApp consistently grabbing your attention and pulling your eyeballs to the phone screen like a powerful magnet, it's becoming all the more difficult.

The A in LADDER is for asking questions, we all suffer from the disease called ‘assuming’, some of us are more infected than others, but the disease is quiet well spread! It is said that 'questions are the answers' and a skilled communicator would get the things he has to say from the other persons mouth with this one art of asking the right questions. Questions, my friends, are the differentiators. In fact it is one of the differentiating competencies of a great sales person. And we all are selling, aren't we?

The two D's are the two don’ts... Don't assume and don't interrupt. Interrupting by using a 'but' or a 'no' or a 'however'. This could be lethal - we end up killing the conversation and making other people wrong by using one of these weapons.

The E in LADDER is for emotion check. We are so busy with what we have to say next, that we are not present to the emotional changes that may be happening in ourselves or the other person. It's better to change course than go to the dead-end of any road to discover a pit and fall into it, isn't it? A lot of cues are always available on the other person’s brows, eyes, jaw line, or just their body posture. But we are so caught up in the content of the conversation that we tent to miss out on these things. 

The last one, R, is for repeating or rephrasing. This is one of the good habits of active listeners. They will ensure that they pick up key elements of the statements made by the other person and play/feed it back, this leads to the unconscious mind of the other person picking up the idea that we are aligned.

Now don’t you agree that following this technique is so simple?

LADDER... I have been getting more and more present to active listening and you can do it too!

USP? Lets talk USPP first!

"People buy People", if this statement is true then obviously the spotlight is on the sales person. People buy the sales person first, then the company he/she is representing and then the product/service that is being offered. Yes, in that sequence. 

Hence, even before we talk about the Unique Selling Proposition (USP) of your product or service, it is imperative for us to look at the Unique Sales Person Proposition. The question here is what distinguishes you as a sales person from the others that the customer meets.

If you have not thought about it, isn't it time that you did that?