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Growth
BUILDING THE
WINNING SALES PITCH
Step 1
Build trust
5 steps to put you on the path to sales success
Customers and prospects hate being sold to. Too many sales people jump right into selling, not
realizing the impact trust has on the relationship. Get to know your audience first and earn their
trust by letting them know they’re not just a way to pad your paycheck. Only then should you
delve into the sales process. Here are some places to start.
1. Give me your business’s elevator pitch.
2. What’s the role of your department?
3. What are your team’s long-term goals?
4. How do your team’s goals fit in with the company’s vision?
After this conversation: You should know this person’s business well enough to explain it to someone else. If you
don’t, ask more questions until you do.
Step 2
Identify the problem
Step 3
Connect problem to pain
Dig deeper to determine the team’s biggest challenges. There may be several — which is fine,
of course — but try to rank them by which challenges are most pressing or detrimental. Here are
some questions to help you get the right answers.
1. What challenges prevent you and your team from doing an even better job?
2. How do these challenges impact your work and your team’s work?
3. How do these challenges impact the business as a whole?
4. Why are you now in the market for a new product/provider?
After this conversation: You and the prospect should be on the same page — they have a problem and need a
better solution.
Now it’s time to bring awareness to how their current solution creates pain and prevents growth.
Be sure to stress that the issue is with the solution, not the user. Put together a quick profit/loss
that demonstrates how these challenges impact the business.
1. What problems arise as a result of your challenges?
2. How do these challenges affect your team’s ability to do good work?
3. Do these challenges affect other teams and departments as well?
4. Are these challenges affecting revenue? Efficiency? Morale?
After this conversation: You should be able to tell if the prospect is really feeling the pain from the challenges
described. Dig until you’re satisfied that he or she truly wants to erase it.
Step 4
Introduce your solution
Created by Salesforce, the leader in Sales and the #1 CRM for small businesses.
Step 5
Create a vision
Once you’ve got them thinking strategically about their business problems, they should be
interested in hearing a solution. Explain why having the right solution is vital for growth and
revenue. Put some numbers together into an ROI doc to demonstrate how your solution not
only makes things run smoother, but also impacts the bottom line.
1. Introduce your solution.
2. Describe how your solution works and the benefits achieved.
3. Use data to establish credibility.
4. Add specifics — use their business model, industry, and product.
After this conversation: The prospect could exhibit a whole host of emotions — from skepticism to disinterest to
unbridled enthusiasm. Think about how you’d react to each.
Now that they’ve acknowledged their problem and understand your solution, it’s time to explain
the long-term positive impacts your solution can have on their business. Paint a picture of what
success looks like and add stats, testimonials, case studies, or a demo to support your claims.
1. Address how your solution will solve the customer’s specific pains.
2. Help them see how the benefits can radiate into other areas.
3. Show how your solution will make the business more successful.
4. Don’t forget to address scalability, integration, and add-ons.
After this conversation: You should have a solid idea of how the prospect feels about you and your product; this will
determine the next step in your sales process.