We all want to make the perfect sales pitch. You know – the pitch that connects with a client right away. You say the right things, address objections in the right way, and you close the business with relative ease. While this is the goal, it doesn’t always work out this way. This is sales. Every sales pitch is somewhat unique and needs to be customized to address your client’s unique needs, goals, and objectives or you will have little to no chance of being successful.

Making a great sales pitch is a process – a refined one that involves a series of calculated steps that will move your client toward the close:

1. Do the work upfront:

Before you even think about pitching a client, you need to do your homework. Throwing a series of product information at a potential buyer and hoping something sticks doesn’t work anymore. You need to understand your customer’s needs, the issues they are having, and identify potential solutions that can help them. When you know this information, then you should contact them with a pitch.

2. Connect with the decision maker:

No matter how good your pitch may be, it will be all for nothing if you are not speaking with a decision maker.

3. Solve a problem:

Customers are more likely to engage with you when they see you understand them and have a viable solution that will help them solve a problem or address a need.

4. Be prepared for and address objections:

Objections are part of the sales process, and if you did your homework, you will have a good idea of some of the objections that may arise from the customer. Address these during your pitch, and be prepared to back up your argument with research, case studies and other information relevant to the situation.

5. Don’t forget to listen:

During your pitch, it’s important to listen to your buyers. Go off script if you must to address concerns and ask follow-up questions.

6. Drive the process with a strong call to action:

Always end your pitch, and every conversation with a client, with a specific call to action. The call to action should define the next step to be taken, even if the customer isn’t ready to buy. It should be designed to move them closer to buying.

7. Ask for the business:

The point at which you ask for the business is important. If they are not ready to buy, they aren’t ready. Therefore, hold off on asking for business until they check off the boxes and are primed to make a decision.

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