Writing the Perfect Sales Pitch
For many offline consultants, selling is the hardest part of being in business. Yet, without it, you’ll be eating your meals at the local homeless shelter before long. Writing the perfect sales pitch for your personality and style of communication will make the process of selling much more comfortable. Here are some tips for crafting a successful pitch.
First, realize that the goal of a pitch is not a sale - you’re hoping for the opportunity to meet with your prospect and provide them an overview of your services. You are not trying to close the deal with a sales letter or initial phone call! Reduce your expectations, and you’ll feel a lot less pressure.
Remember that you’re creating a relationship. Think about what you can do to be helpful to your prospect. You want to turn them into a contact, not into a customer right off the bat. Take it slowly.
Begin your pitch with a solid, attention-getting, opening statement. Let your specific audience know you are writing directly to them. You’re trying to make them want to know more about you and your business. Be creative - write something that your audience can’t ignore. Consider what you would want to hear if you were in your prospect’s shoes and write your opening for them.
Back up your statements with an anecdote. Include an example from your business. For instance, if you want your prospect to know that you can help her build a solid PPC campaign, give her the results from one you built for yourself or another client. Avoid jargon that might turn off your audience. Focus on the results, not on the process. As they say in the advertising business, sell the sizzle, not the steak!
Use statistics sparingly. While they serve to back up your statements, numbers can cause a prospect’s eyes to glaze over quickly. Focus more on human interest stories and personalized data to convince your audience that what you say is true.
Be sure to keep your sales pitch short. A long, drawn-out pitch will at best bore your listeners, and at worse, irritate them. If you want them to hear all you have to say, don’t say more than you need to. A short, interesting sales pitch offers you a much better chance of being heard from start to finish.
Include a response-getting closing statement. Invite your prospect to take action: Sign up for a seminar. Ask for a free report. Allow you to come in for a presentation. Whatever it is you want your prospect to do, ask them to do it! Don’t assume they’ll respond the way you want unless you ask.
If you’ll be mailing your sales pitch, be certain it’s grammatically correct, free of errors and that it’s been run through a spellcheck program. Grammatical errors and typos have a way of sneaking past even the most ardent proofreader, so proofread your sales pitch several times. Lay it aside for a couple of hours, then come back to it and proofread it again. It must be as error-free as you can make it for good results.
Remember that your sales pitch should provide the information your prospective client will need to make a decision to create a relationship with you. While you don’t want to tell them everything you know, it will help to give them enough information that they believe you can help them. You want them to feel only you can truly meet their need for Internet marketing assistance.
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