One of the most significant strategies employed to increase sales for any given business is developing a sales pitch.
A sales pitch is essentially the foundation or principle upon which a seller attempts to convince a buyer to purchase or acquire a given product or service. The sales pitch plays a significant role in helping a seller obtain buy-in from the target market.
However, developing an effective or “killer” B2B sales pitch is reliant on an individual’s ability to identify the needs and factors that influence the target market.
Determine the Target Audience
Every sales pitch is inherently designed to target a specific part of the market, if not the general market. It is vital to first develop a better understanding of the desired audience and target market for a given product or service.
As such, first of all, you have to understand the demographic, social, and cultural factors that define and influence the behaviors of your target market before developing a killer sales pitch.
A killer sales pitch is accurately configured to appeal to the target audience through either pathos, logo, or ethos.
Determine the Type of Sales Pitch
While a sales pitch is inherently designed to gain buy-in from the target market, different types of sales pitches offer different results. “They include: 1) one-word sales pitch, 2) rhyming sales pitch, 3) question sales pitch, 4) Twitter sales pitch, 5) Pixar sales pitch, and 6) subject line sales pitch,” states Brian Robinson, Sales Director at APA Writing Service.
- One-word sales pitch
The one-word sales pitch combines and contracts all the values and characteristics of a product or service in a single word. This type of sales pitch is simple and catchy because of the use of a single word that associates with a given brand.
- Rhyming sales pitch
The rhyming sales pitch employs rhymes to communicate the message. This sales pitch improves processing fluency, helping the target market to make sense of the stimuli.
- Question sales pitch
The question sales pitch reformulates the pitch from a statement to a question. This type of sales is best associated with a customer base that is already familiar with the value of the product or service.
- Twitter sales pitch
The Twitter sales pitch employs Twitter as the primary vehicle to raise awareness of the product or service. This pitch is concise and set to a 280-character limit on the length of the pitch.
- Pixar sales pitch
The Pixar sales pitch is a model, which employs a story structure into the sales pitch. Through this story structure, the narrative captures the interest of the target market.
- Subject line sales pitch
The subject line sales pitch employs intriguing email subject lines in order to grab the target audience right away. This type of sales pitch is catchy and used to craft an image of mystery and intrigue.
As such, it is vital that before creating a sales pitch, one identifies the goals and objectives of the sales pitch, the nature, and characteristics of the target audience, and the desired effect or impact of the sales pitch.
A sales pitch proposes a given product or service to a target audience within the larger market. The product or service is inherently designed to provide a solution to a problem faced by the customer. As such, a killer sales pitch should effectively and concisely define the problem which the product or service proposes to solve. The problem must relevant directly to the customer, while the solution offered is viable and possibly sustainable.
Define Value Proposition
“The main aim of a sales pitch is to gain the trust of the target audience and convince them that the product or service on offer is best suited to their needs,” explains Amanda Burton, Sales Development Representative at ConfidentWriters.
As such, there is a need to highlight the value that your product or service is relative to other product or service providers in the market. A killer sales pitch emphasizes the value and benefits that the given product or service is relative to other competitors in the market. This helps the target audience differentiate one brand from the other.
In order to obtain buy-in from the target audience, there is a need to paint a picture of what success looks like for the customer who seeks to use your product or service. Describing the value proposition is not sufficient to effectively gain buy-in. Full buy-in happens by describing to the customer what success feels and looks like when using your product or service. This success gets configured to the nature and characteristics of the target market. For example, success for the middle-aged and the elderly would be spending more time with the family; for a businessperson, it would be spending more valuable time with customers and less time creating and auditing reports. As such, the customer has to feel and imagine what your product looks like in the successful version of himself.
In conclusion, a sales pitch is critical and vital to developing buy-in from customers. In order to reach the target audience, the sales pitch has to take into consideration the nature and characteristics of the target audience. An effective speech defines the value that it offers to the customer while addressing a specific problem. Finally, one needs to paint a picture of success as a result of using the product or service in question.
How can you write an engaging sales pitch?
- Target Audience
- Sales Pitch
- Value Proposition