What Is a Sales Pitch?
The sales presentation is where a huge part of this work gets done. Though you’ll be speaking with your prospects about different concerns and questions on the phone, a sales presentation may be the best chance you have to put all your cards on the table and demonstrate exactly why your service is perfect for the prospect.
Calling a sales presentation a “pitch” is a little misleading.
In baseball, good pitchers strike batters out. But in sales, a successful pitch is one that connects -- and gets hit out of the park.
Like a pitch, however, good selling is something of an art form. People want to be told a story, to understand how your value proposition is going to mesh with their business and enhance it. How you accomplish that is up to you.
But along with the art of sales is a bit of science. The types of information most likely to convince a person to buy, or help them understand what you’re talking about, can be broken down to zeroes and ones.
For example, did you know 40% of people respond better to information in visual form than when it’s written? Or that the best presentations are two-thirds stories?
This infographic from PPTPOP breaks down the six essential elements of a successful sales presentation, and includes examples from other companies’ winning pitches.
From limiting the service offerings you recommend for a particular customer to ease their decision, to the types of proof you should include to demonstrate your product’s worth, these helpful tips will help juice up any sales presentation.
Read on for tips on creating the perfect sales presentation, or skip to the infographic here.
The Anatomy of a Perfect Sales Presentation
Step 1: A stellar cover slide
Your cover slide should reflect your company stance and industry. Your audience needs to "get it" instantly. Since 40% of people respond better to visual information than plain text, Google, Flickr, Unsplash, and Fubiz can be great sources for images that immediately boost your pitch.
Step 2: A value proposition
What do you do? Summarize the value of your promise to deliver to prospects, and explain why they should buy from you. To help hone your value proposition, try using the "VP" formula:
helps [target audience]
so you can [benefits].
Still not quite breaking through? Check out these examples of great value propositions:
- Geekdom - "We're a new kind of collaborative workspace where entrepreneurs, technologists, developers, makers, and creatives help each other build businesses and other cool things together."
- Airbnb - "Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world."
Step 3: A powerful story
The most successful presentations are 65% stories. Present your story and your team to humanize your company and increase likeability.
Make sure you include the reason why your company and product came to be. Tell your audience what motivates your team to wake up and work every day. And offer tips that are personal and will make your audience smile, like, "John eats fast and makes things work."
Step 4: Enticing solutions
First, focus on your client's problem. Here's how Airbnb did it:
Airbnb's first pitch extract: "Price is an important concern for customers booking travel online. Hotels leave you disconnected from the city and its culture. No easy way exists to book a room with a local or become a host."
- Problems - Price, convenience, access
- Aspirations - Have choice, unique experience, make money renting your place
Then, break down your value propositions into solutions tied to the benefits your clients want. Examples of benefits are, "Make more money and grow your business," "Look good and impress," and "Save time and money."
How to list your solutions:
- Don't give too many choices
- Communicate results customers will get
- Make it easy and quick to understand
- Give examples that demonstrate your product's value.
Step 5: Proofs
The proofs you'll provide have to answer this question: "How do I believe you?" You should also:
- Add testimonials - They highlight what clients love about doing business with you. Use real client's pictures to enhance credibility impact.
- Share research data - Use expert quotes and findings that tie to the benefits of the product you're offering.
- Compare your products vs. competitors - Show your audience how you're better.
- Provide extra benefits - Offer a money-back guarantee, free trial, or free shipment to show and earn confidence.
Step 6: A clear call-to-action
Your pitch is the fastest and easiest way to set yourself apart from your competitors. Make sure it pops with these tips -- and see the difference in your quota results.