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Ever asked someone this question & immediately regretted it?! If you can’t explain it in a clear, credible & compelling manner, you can’t expect others to buy from you or refer you to others. How’s your week been? Busy! Careful what you pitch for…what you pitch into existence. (impact of everyday conversations on sales)
‘Death of a salesman’ quote Defn of negotiation – ‘The exchange of information between 2 or more people with the intent to change a relationship’ Who sends emails? Subject line email pitch – utility/curiosity and specificity Nobody likes to be sold to…but they like to buy…we should help them buy Research into ‘non – sales selling’
‘Pens Activity’ – there’s only so many messages the prospect/client can remember (‘cut through’) – Vahe – 719 word pitch reduced to 156. Is there message alignment within the business? Impact (Mark Jackson) – people don’t buy what, it’s the impact of what you do for them – how does what you do help them get what they want? (purpose)
Fear of missing out – a niche helps referrability What do you want to be known for, and to whom? When people hear anyone, they think of no one
People don’t buy a solution, they buy a solution to a problem Articulate the problems first…and then the matching solutions
Benefits - Absolute/Relative/Parity + CI/10 = relevance/importance to marketing message & impact on ‘buying reasons’ Values alignment between staff – impact on delivery of value proposition Clients are your ‘Market Research Department’ & your ‘Extended Sales Team’
Brutal simplicity - What’s the 1 question & 1 comment you’d like to clients & referral partners to ask/listen for on your behalf to trigger referrals? Need a central message to drives sales & referrals (what ultimate benefit/result is your call to action?) Think in bumper stickers’ (what do you want people to remember, feel & do?)
Examples of Pitches – Social, Networking, Meeting, Presentation pitches etc… 1 word pitch – Optus, CBA, Qantas (used to be safety – ‘Rain Man’ film) Question pitch – Reagan – 1980 election – ‘Are you better off now than you were four years ago?’ Rhyming pitch – ‘If the glove doesn’t fit, you must acquit’ (O.J Simpson trial)
Introductory referral email pitch…don’t leave it up to them to position your business. Your elderly mother/young child/partner should all be able to explain what you do (referrals are aided by a message that’s easily shareable)
Is your message for your clients/prospects…or are your clients/prospects having to work to understand your message? We should be easy to buy from & easy to refer…
Logical Next Step – workshop/sales and marketing audit
'Is your pitch attracting your ideal clients'
Is your pitch attracting your
June 18 2014