8 keys to a successful sales pitch


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Successful sales (which include not just the initial deal but also mutual satisfaction with the results) can only result when both parties have the same outcome in mind. The buyer needs the outcome to achieve a personal or professional goal, and the seller shares that same desire. Sure, the seller wants to profit from the relationship. But so does the buyer. Successful sales happens when both parties are aligned.

That includes a good sales pitch. The pitch should demonstrate and reinforce alignment around mutually agreed-up outcomes.

I thought a lot about this the past several days as I worked with a team of very talented individuals, led by Rachel Dory, to launch a Kickstarter campaign for an amazing, interactive, multi-cultural application for children. You can learn more about (and contribute to) the project here, plus I’ve included Rachel’s Kickstarter video at the bottom of this post, but I’d ask that you also pay careful attention to the pitch.

In my opinion, most good sales pitches (including this one) need to have at least these eight attributes in common:

It’s a real story, with a natural origin and honest intentions. It’s easy to relate to, because it’s real and means something intrinsically to the buyer.

You can tell the pitch giver (or story teller) believes in what they’re sharing. You can hear it in their words, and see it in their eyes and expressions. Sincerity can rarely if ever be faked, and it can immediately create a bond with an aligned buyer or audience.

What’s it going to look like? What will it feel like? Have others tried it? How can you turn something conceptual into at least a beta version that actually takes life? How can you use examples to bring your pitch to life and help the buyer understand it faster and more intimately?

This goes beyond examples, and demonstrates that it works. That others believe in it and can see results for themselves as well.

Is this a one-sided sale, or are you working hard as well to meet the buyer at the promised land? In this pitch, for example, the “seller” has already raised half of the required funds, including pitching in from her own savings. She’s vested in the results as well.

Ask for less than you need, or less than the prospect expects. If you make claims that the prospect can’t relate to, or can’t rationalize themselves, it will be difficult to get them to see things as you see them. Realism is also about establishing scale. Does the average person know how much it costs to build an app? Probably not. But if you frame the “typical” costs then clarify what you’re asking for, the framing can give your “ask” far more credibility.

Most sales require not just gaining consent from the buyer for what’s available right now, but also their confidence in the unknown future. The more you can communicate what the future may hold, the more likely the buyer will show greater interest in your vision and want to buy into that future as well.

Easy call to action
If the prospect is still engaged, it’s time to convert. But conversion doesn’t have to mean all or nothing. How can you make it easy for the prospect to say yes? Kickstarter makes it easy to support projects at a variety of levels, for example. Look for ways to increase your conversion rate by making “yes” more accessible to your prospects.

Check out Rachel’s story below, in her own words.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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