"Making the perfect sales pitch is as much an art as it is a science, and the perfect pitch may be different for each sales professional. After all, a sales pitch is uniquely influenced (or should be) by the sales representative’s individual style, the product, company culture and values, and, perhaps most importantly, the customer." (Docurated.com).
So why is a pitch so important? Well, it is basically your first and possibly only shot to sell your business or product to potential customers or investors, so it really should be mastered. A sales pitch is like taking your ten-plus page business plan and condensing it into a 30 to 60 second statement about the who, what, where, when and why's of your business.
The way I think of it is your business plan is a newspaper article--full of a wealth of information and your sales pitch is a media advisory or press release--short, sweet and to the point.
Things to remember when creating your pitch is, just as stated in the beginning, taking into account who you are speaking to and what audience your business is aimed towards. You would not use out-dated wording or styles for a business tailored at trend-oriented millennials and you would and oppositely you would try to take into account baby boomers and their preferences if you were focusing on that demographic.
This also translates over to your product or service as well--as you don't want your tone to not reflect this bit either. If you are selling "get well" type products then you don't want to set a tone that may in insensitive to the fact that your business is completely based on others not being well and if you want opening a children's party room you don't want to come across as under-enthusiastic. The key is knowledge and balance.
It is also important to know why exactly you are pitching to this specific person. Maybe you are a marketing company and noticed another business may benefit from your knowledge of SEO or you sell running shoes and see runners outside who may be interested in your products. This knowledge is great--BUT, don't forget your pitch is what is hopefully going to sell your product. It's great to say "Here's my product, you can benefit from it," but what if they don't feel the same way?
This is why you always need to be ready with a really straight-forward, informative and confident approach where you can just jump in and say "Well, I am aware those running shoes cost roughly $45 and that may last you a year, but my shoes which cost $65 will last you for three guaranteed which offers you a savings over time."
It is good business to make sure you are promoting to the right person. You don't want to come across as rude by offering your service to someone who truly cannot benefit from it. Starting casual conversations is key to understanding who you are talking to before going in for the pitch. If it seems worthwhile, then go for it, but if they do not seem like the right demographic, then it is best to not promote directly to them, but instead possibly slant the conversations towards if they know of anyone that may be interested and go from there.
Although this description above is very elementary, the idea is it is supposed to get you to realize that you truly need to be on your toes, analytically approaching each situation to see if a person or group will not only benefit from your product, but also if they seem like potential customers or at least someone who will at least consider your product or service.
You don't want to scare people away or not be in touch with their feelings and interests, but you also have to take a calculated risk to ensure the survival of your small business. If you do not put yourself out there then you will get nowhere. I mean seriously, if the Snuggie was able to become as popular as it was, then you can make your product or service a success as well--but I do own a Snuggie so this isn't a diss.
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Socially Dedicated, a Philadelphia-based firm, provides marketing, content creation, public relations, business management consulting and social media management to small businesses. Check out our website or locate us on social media using the icons below.