Change the Frame of your Pitch
Most people approach sales pitches the wrong way. They think: “How can I get him to buy my product?”. Instead, giving a sales presentation should be about changing or reinforcing your prospects mindset.
You should show how your product gives him value from his perspective, and match it to his specific situation during the pitch. First you need to understand his situation. How do you figure it out?
Step into his shoes.
What are his problems? Who are his customers?
What are their problems? How can my product solve his problems?
How do you do this in practice?
Think about your previous pitch presentations. What questions did the previous prospect ask?
What concerns did they have?
In what part of your pitch were they engaged?
At which parts didn’t you make a connection?
Describe how your product can solve his problem.
To find the main essence of your sales pitch, here’s an exercise you can do:
- Describe the desired situation your prospect wants.
- Describe the problem that arises.
- Describe how your solution solves that problem.
Now you can write your overarching pitch;
How your prospect can overcome using .
This is the main essence of your pitch;
How does your product solve their problem?
Create a Structure
Your sales pitch takes your prospect from his current mindset to a desired mindset.
You guide him along this path.
First you need to understand his current mindset, where he is starting from. Here are some questions you can think about to understand his current mindset better.
- Is he aware of the problem?
- What is his motivation to solve the problem? Why does he want to avoid change?
- Is he actively looking for a solution?
- Which of his beliefs and past experiences have a strong impact on his choice?
- Does he know of your solution? What does he see as alternative options?
- What is his current image and credibility of your company and product? What about the image makes him like your company, and what makes him distrust it?
Use these questions to create the structure of your sales pitch. If he isn’t aware of the problem, show it during the sales presentation. Show him how bad the problem could be, and show him how good his situation will be when he has your solution.
The current mindset serves as a starting point. You need multiple steps to get to the desired mindset. Create a path to go from his current mindset to the desired mindset you want him to have.
Here is a simple path you can use: desired situation > problem occured > analysis of the problem, deeper insight > propose your solution > explain how solution works > show outcome of solution
This path is the structure of your pitch presentation.
On to Step #3…
Collect and Group Your Messaging
Now you know the steps you need to take your prospect along to change his perspective.
This is how your sales pitch will play out:
You will take every step along with your prospect, gently guiding him along the path. Only move on to the next step when you receive agreement and commitment from him. Travel together to get him to the desired mindset.
Now that you have that backbone of steps, you need to collect all the data you have that supports each step. Collect your messages, supporting evidence, dialogue questions and cases that you have to support each step. All this data will be used to move your prospect further and further along the sales pitch.
You will want to place every message on a separate slide, and group those slides by section, starting with the most important ones. This step puts the meat on the skeleton of your sales pitch. These are your talking points. The evidence you have on each step is what you use to take the prospect along the path to changing his mindset.
You prove to him how your solution solves his problem. You make him want your solution.
Now your pitch presentation is ready to be given. See step #4 for instructions on how to do it.
Deliver Effectively and be Client Focused
In the previous steps, you’ve already created the path from his current mindset, to the desired mindset. You know how to lead him along the path and you have put together evidence to support your claims.
To start the sales pitch, first talk about the prospects current situation. Tell him the problem, define it for him. Verify that he has that problem. Make him aware of it.
Now, start moving along the step by step journey. At each step, you will want to use the evidence you put together to discuss that step, analyze it, educate him about the solution, and move him further along.
For each step, you need to have a clear vision on what you want to accomplish. The first step might be showing him the situation he wants to happen. The second step would show him that a problem happens that prevents that desired situation from happening.
Each step has a purpose it needs to accomplish.
Be gentle, don’t push too hard. Ask the prospect questions, check if he understands. Look at his body language. Is he tensed up? Confused? Make sure he understands each step before moving on to the next one.
Keep checking to see whether you are moving too quickly, or too slowly. Some people will need a longer time to understand a step, and some will understand it quickly.
Remain flexible. You have a step by step path, but it’s alright if you stray from it sometimes. Let the prospect take the steering wheel if he wants to. Always be focused on his problems, and his perspective. Listen to his side. Does he want to drill down on a step, or is he ready to move on to the next one?
Be efficient. As soon as your prospect demonstrates he understands the step and has commitment, move on to the next step. Don’t waste time dwelling on a step that your prospect already agrees with and commits to.
The best way to create a presentation like this is a tool called Shaman Meeting Canvas.
Meeting Canvas a multi dimensional grid that keeps you focused on the main storyline(one step to the next), but also allows you to drill down into each step, give more and more evidence.
You can move both left to right(along the steps), and deeper(giving more evidence for a step). If the prospect accepts the step immediately, you can move on to the next step. If he wants to drill down on it, you have slides with evidence that you can go through.
You can check out Meeting Canvas here. Use it to create a well organized, structured, detailed and flexible sales meeting.