Marketers who have effectively utilized their mailing list database and followed up on phone leads are often the ones who get a meeting with a prospect to present their firm’s suite of products and/or services. Face-to-face interaction with potential customers is often the next step in the sales process and is the jump-off point for a strong relationship between sales and marketing professionals and members of their client base. Preparing for the presentation is of the utmost importance, and, in most instances, the time put in the the pitch has a direct correlation to whether the meeting was a success or failure.
Preparing for the meeting
A lot goes into to a sales presentation, and it’s not just how interesting or innovative the pitch may be. What’s more important is that professionals are able to build a rapport with prospects, they have a good idea of what products and/or services the potential client may need and what is valued by most by the recipient of the presentation. A recent article for Entrepreneur magazine created a list of of steps sales and marketing professionals must use when they are getting ready to pitch to prospects.
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Personalize the presentation for the buyer:
After landing the sales meeting, it’s important marketing and sales professionals know who they will speaking with. This will allow them to conduct the proper research and get a better understanding for buying decisions. Failing to ask this simple question could throw off the whole pitch and reduce the potential of landing the new client.
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Learn prospect’s industry:
It’s hard to understand which products and/or services potential customers may want without having knowledge of trends, problems, recent news and other information relevant to their business. Studying sources such as the company’s annual report, brochures, catalogs, and newsletters, as well as second-hand tools like trade publications, chamber of commerce directories and the internet, will allow sales and marketing professionals to perform the proper research that can shape the direction of the presentation.
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Compose the pitch and make necessary adjustments:
Many marketing and sales professionals have the utmost confidence in their skills, and some believe that they can simply wing the sales pitch after doing all of the necessary research. Not only is this a flawed strategy, but it also makes it too easy to forget one of the five key aspects of a sales presentation. The structure includes forming a relationship with the prospect, introducing the business topic, coming up with question to be talking points, summarizing the key selling points and making the effort to close the sale.
Preparing before the pitch will make it much easier to land prospects and turn them into a paying customer. Doing the right things get ready for the sales meeting will help sales and marketing professionals feel more comfortable when they finally come face-to-face with potential customers.
Use emotion to conquer the sales pitch
People began using emotion to get their way as children when crying to their parents about something they weren’t allowed to do. While it may have had varying levels of success with mom and dad, emotion has proven to be a positive for sales and marketing professionals when delivering a sales pitch, according to a recent Forbes article.
Sales pitches are often intimidating, making it difficult to delve deep into the presentation. Many sales and marketing professionals are fearful to put a lot of work in because of the fear of rejection. They believe that not only are the prospects rejecting the opportunity to buy products and/or services, they are also implying the sales presentations was not effective.
“The truth is, prospective clients aren’t saying yes or no to you, they are saying yes or no to themselves and to their own transformation,” sales professional Lisa Sasevich told Forbes.
After understanding that failed sales pitches are not an indictment on the presentation, marketers will realize what can make their meeting more effective. The Forbes article said using “emotional intelligence and balance that with a touch of logic” will often lead to better prospects to completed sales. Many buyers will let their emotions get in the way of purchasing decisions, and presenters who are able to pry that passion and compassion from their audience are often the ones who will find higher levels of success in their sales meetings.
