Sales reps face all kinds of obstacles and objections, from a lack of priority to a lack of budget to prospects wanting to “think about it.” The sales pitch is a chance for sales reps to not only strike up a conversation with prospects, but to address those objections and show how they can add value.

Sujan Patel, the founder of Mailshake, says the sales pitch is the single most important piece of the sales process. And since you only have a few seconds to make a strong impression, it’s important to nail the pitch right out of the gate. In this issue of PromoPro Daily, we discuss Patel’s thoughts on the best practices for creating a winning sales pitch.

  1. Be succinct. It’s always best to keep it short, because you’re asking for the prospect’s time. You’re competing with emails, meetings and all the other things they have going on, Patel says, so keeping it short shows that you value their time.

  2. Keep it simple. If you want prospects to engage with you, don’t use clunky language or industry jargon they don’t understand. Once they’re lost, Patel says they may not bother to play catch-up. Instead, use simple language that’s easy to understand. Also, use your words sparingly. If you can get your message across using fewer words, do so.

  3. Rehearse your pitch. Whether you’re giving your pitch via email or over the phone, practice. Read your message out loud and make sure it doesn’t sound confusing or complicated. Patel recommends practicing your sales pitch sufficiently to make sure it flows well and you don’t stumble over your words.

  4. Anticipate questions. Leaving room for questions can be nerve-wracking. You don’t know where the conversation might go, and you have to be ready to think on your feet. Patel advises thinking in advance about the questions prospects might have. Remember, he says, having an objection doesn’t mean they’re not interested. In fact, it could indicate the opposite.

  5. Follow up. When you follow up, you stay top of mind and can continue building the relationship. Keep the conversation going after the sales pitch is over. Patel points out research that shows that 92% of sales reps give up after the first no, but 4 out of 5 prospects say no four times before saying yes.

It’s not easy turning qualified leads into closed deals, but you can increase your chances by learning how to effectively pitch. This means avoiding cookie-cutter scripts, piquing their curiosity early, emphasizing your value and ending with a clear call to action, whether that’s downloading a free resource or booking a call.

Compiled by Audrey Sellers
Source: Sujan Patel is the founder of Mailshake, a sales engagement software. He has more than 15 years of marketing experience.