4 Tips to Get All Your Points Across During a Sales Pitch

Img Source - UConn Center for Career Development

Structuring a sales pitch can be daunting. You’re trying to keep your audience engaged throughout your presentation. You’re trying to be distinctive so they remember your ideas hours after you’ve left the meeting. With this, you’re also trying to get all of your points across in a succinct manner. This is a lofty task, but it is doable. 

The key is to prepare your presentation materials and your spiel well in advance. That way, you’ll head into your first pitch feeling confident and ready to deliver your message with ease. Because the last thing you want is to leave the meeting knowing that you forgot a critical component or misspoke about something. Ready to take on your sales pitch? Here are a few tips to ensure that you get all your points across. 

1. Craft Your Presentation 

In today’s world, a visual presentation is almost always expected with a sales pitch. A presentation can help drive your overall pitch, while also keeping you on track. It can also be a more streamlined way to showcase relevant stats and data. As you’re crafting your presentation, think about quality over quantity. Pulling up a 50 slide deck before a 30-minute call will only shock your audience. 

Most pitch decks include a strong opening image, infographics, overview of the product/service, testimonials or case studies, and a call-to-action. Having strong imagery and visuals will keep your audience engaged. There may be an opportunity to show how your product works rather than tell. In this case, using a screenshot app can be beneficial for demonstrating a process or showcasing a tutorial. After you have a screenshot, you can annotate it to draw more attention to improving clarity of your point.

2. Tell a Compelling Story

Stories are powerful tools to get your point across. They are a way to engage with your audience, a way to connect with them on a deeper level. Opening your pitch with a story is a way to hook them in, says Indeed. For example, present a problem in your life and explain how you were able to solve it, ideally with your product or service. Focusing on your audience’s pain points is a good way to grab their attention from the start. 

Let’s say that you’re pitching a new product for your kitchen store — a new bento box food container. You could tell a story about how every day you would send your kid to school with a packed lunch. And every night, the child would come home with everything eaten but the sandwich. It was squished in the bag and looked unappetizing. Your solution to this dilemma is your new bento box, which is kid-friendly but will also keep their food preserved until lunch. 

From this example, the problem is that your kid wasn’t eating the main part of their meal. You could add details such as underperformance in school or coming home starved and raiding the pantry for snacks. The solution is that now — with this new product — your child finishes all of their lunch and you aren’t wasting time, money, or energy on something they won’t eat. It’s a simple, concise story but one that your audience can relate to. 

3. Make Your Audience the Hero

Author and keynote speaker Donald Miller discusses the importance of positioning your audience or consumer as the hero in his book “Building a StoryBrand.” Too many brands present themselves as the hero that comes in to save the day. But by turning the focus on the audience, they are going to feel more motivated by your pitch. 

In a sales pitch, this could look like, “I worked with your competitor brand to help them save a thousand dollars last month in their marketing strategy. If you’re interested, let me tell you how they did that.” This is instead of saying, “We saved your competitor brand a thousand dollars last month in their marketing strategy.” This simple switch doesn’t emphasize how wonderful you are. Instead, it makes their customer the hero and applauds them for their excellent work. 

4. End Strongly

Have you ever finished a book and found yourself confused by the ending? You weren’t sure what happened with the characters, to the point where the plot seemed disputable. This is the last thing you want your audience to feel as you leave your pitch. You want them to know what you are offering, what is being asked of them, and how to do business with them. 

Ending your presentation strongly is just as important as your opening remarks. It’s the last impression you’re giving, so be sure to conclude with a strong call-to-action. Typically, this includes a slide with your name, your email address, and your phone number. Sharing a business card or a QR code for the audience to scan to reach you on LinkedIn is also an option. 

Additionally, it can be helpful to round out your pitch by going back to your original thought. If you open with a story, remind the audience of the problem you are solving for them. If you opened with a question, answer that question. This provides a natural sense of closure, a proverbial tying of a bow on a wrapped package. 

Takeaways

No matter how many times you practice and rehearse your pitch, every time you go into a meeting it will be different. Some clients may ask questions throughout, interrupting your flow, while others may wait until the end to show any kind of interest. And, still, some may appear to be indifferent altogether. Don’t let a not-so-good presentation slow you down. Remember, that with the right materials and story arc you have a solid pitch that will capture some client’s attention. 

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