In this video, we show you how to create a sales pitch that is more about the prospect. This can be helpful and likely different from what you are currently doing because most salespeople use a product-focused sales pitch. This is where they talk primarily about their product and company when interacting with prospects. And the problem with a product-focused sales pitch is that it flags you as a salesperson trying to sell something, which immediately triggers the prospect’s guardedness, leading to objections, rejections, and missed opportunities.

 

Completely Flip Everything Around

We are going to show you how to flip that around and create a sales pitch that focuses more on the prospect than the product. This will not only help you sell more, but also make selling feel easier and more fun.

This prospect-focused approach is a more sophisticated way to communicate and will separate you from the competition. You will sound more like a consultant and advisor than a salesperson who is trying to sell a product.

The only challenge here is that making conversations more about the prospect can seem a little more difficult than just always talking about the product because you have to ask good questions, and you have to talk more about the prospect’s interests.

But you do not need to worry about that, because in this video, we are going to show you how to create a sales pitch that includes all the key talking points and questions to ask about your product or service.

 

Creating Your Sales Pitch

To help with this, we are going to go through a six-step sales message brainstorming process to identify the most important things to say and ask for your product or service. This sales message will not only make it crystal clear what to communicate, but also help us make what we say more about the prospect, since most of these steps are about the prospect and their interests.

Step 1- Product
The first step to create a sales pitch that focuses more on the prospect is to outline details about the product or service and what it includes. This step should be fairly easy for most salespeople, as we usually have a decent amount of product knowledge already in our heads and are fairly comfortable talking about this area.

Step 2 – Target
The second step in our sales message brainstorming process is to identify the target audience for your sales pitch, the audience you are trying to sell the selected product to. This step is key to communicating in a more prospect-focused way because it will help us to create talking points and questions that are specific to the prospect.

If you sell to many different types of prospects, you could certainly use a broad prospect type using a category like businesses, people, or individuals. This will allow you to create talking points that work for many different types of prospects.

But if you sell to different industries, sizes of businesses, departments in the organization, or levels in the organization, any of those could be selected as the type of prospect you are tailoring the sales message to.

Step 3 – Value
The third step is to identify the benefits or improvements the product can deliver to the target audience. This can sometimes be difficult to think about, especially when you sell to many different types of prospects.

To help with that, we created this checklist of common improvements. You can use it while considering your product and its features to get ideas for ways you can help the prospect.

  1. Make something work better
  2. Make something easier
  3. Decrease the time
  4. Increase revenue or income
  5. Decrease costs or expenses
  6. Improve the customer’s product
  7. Decrease risk
  8. Improve visibility

Step 4 – Pain Points
The fourth step in our process to create a sales pitch that is prospect-focused is to identify the pain points your product or service can help to solve for the target audience. This step can sometimes be easy because we can bring back the improvements from the last step and use them to generate ideas, since for each improvement, there is usually an opposite problem that is resolved, minimized, or avoided.

What you can do is look at each improvement and ask yourself what the opposite of that is. Or what problem goes away or is prevented when that improvement is created.

Step 5 – Questions
The best way to be more prospect-focused when talking with prospects is to ask good questions. And this step of the process will help you with that, as we will help you to create two categories of questions: 1) pain questions and 2) current state questions.

Pain questions are questions that check whether the prospect has any of the pain points the selected product can help with. And this step should also be fairly easy, since we can bring back the pain points from the last step. For each pain point, there is a question or two that can be asked to see if the prospect has an issue or concern in that area. Go through each pain point one at a time and ask yourself what question could be asked to see if that is a concern.

Current state questions are questions that try to learn about what the prospect is currently doing in the area where the product fits. These questions will be different for every product, and here are some general areas you might want to create questions for:

  1. What is the prospect currently using
  2. Current vendor/provider
  3. Systems and processes
  4. People in the organization
  5. Existing contracts
  6. Size details
  7. Current performance

Step 6 – Customer Example
The last step in our sales message brainstorming process is to create a customer example for the product being sold. To help with this, we create five very specific questions you can answer, and with your answers, we can create very clear and concise customer example stories that can be inserted into many different places in your sales scripts and sales playbook.

  1. Someone you have helped
  2. Problem they had (pain point)
  3. What you sold them (product)
  4. Initial improvement (technical value)
  5. Ultimate improvement (business value)

Each step of this process creates building blocks. Once you have these building blocks, you can mix and match them to create a lot of documents and tools, creating sales scripts, email templates, objection responses, and more.

We hope this provides you with some new ideas on how to create a sales pitch and help you to focus more on the prosepct when you are selling!