What is a sales pitch?
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Friday, August 16, 2024 08:00
Written by Carol Juarez Montans
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Sales argumentation is a persuasive technique used in sales and marketing to convince potential customers to purchase a product or service.
It is a strategic and well-structured communication process that seeks to awaken the customer's interest, generate confidence in the product and motivate the purchase decision.
The commercial argument does not only focus on highlighting the characteristics of the product, but goes further, highlighting its commercial advantages and the specific benefits that the customer will obtain by purchasing it.
In this extensive article, we will explore each of these elements in detail to better understand how to develop an effective business case .
The keys to developing a commercial argument
I. Product Features
The first step in building a solid sales pitch is to have a thorough understanding of the characteristics of the product you are trying to sell. Characteristics are specific, measurable attributes that identify and describe the product , such as its size, shape, color, functionality, materials used, and technical specifications. A well-informed salesperson can clearly and accurately communicate each of these characteristics to the potential customer, giving them credibility and confidence in the product.
It is important to note that not all features will have the same impact on all customers . Therefore, the seller must identify which features are most relevant to the customer and focus their argument on those that align with the potential buyer's needs and preferences. In addition, it is advisable to highlight how these features translate into advantages for the customer , which brings us to the next point.
II. Commercial advantages
Commercial advantages are the improvements or benefits that the product offers due to its unique features . In other words, they are the direct connection between the product's features and how these translate into an improvement or solution for the customer. Highlighting commercial advantages is essential for the customer to perceive the differential value of the product and see it as a more attractive option than the alternatives available on the market.
An effective strategy is to highlight the competitive advantages of the product , those features that clearly differentiate it from the competition and make it stand out. Some advantages may include greater durability, greater efficiency, higher performance, innovative design, greater ease of use, or additional functions not found in other similar products.
Mobile phone sales process in a shopping mall, you see a salesman and a young couple choosing a smartphone
III. Product benefits
While business advantages focus on the improvements that the product offers, product benefits focus on the positive, concrete results that the customer gets from using the product. Benefits directly answer the question, "What does the customer get by buying this product?" That is, how the product meets a need or solves a specific problem for the customer.
The key to an effective sales pitch is to focus on the benefits that are most meaningful to the customer. These benefits can be of a variety of nature and will depend on the type of product and the customer profile. For example, a customer looking for a vacuum cleaner may value a benefit such as “more efficient cleaning in less time,” while another customer interested in a face cream may value a benefit such as “softer, rejuvenated skin.” Identifying and emphasizing these benefits should be based on a deep understanding of the potential customer’s needs, wants, and problems.
An effective argumentation sequence is essential to guide the potential clien korean phone number for verification t through a logical and persuasive process. Here is a suggested sequence that combines the previously mentioned elements:
Capture attention
The start of the sales pitch is crucial. Here you want to capture the potential customer's attention and create initial interest. This can be achieved with a surprising statistic, a question that sparks curiosity, or a relevant story that highlights the benefits of the product.
Identify needs
Before presenting the product, it is important to ask strategic questions to identify the customer's needs , wants and problems. Actively listening to and understanding the customer will allow the salesperson to tailor their pitch and focus on the benefits that are most relevant to the customer in question.
Present key features
Once customer needs have been identified, the salesperson can present the product features that best meet those needs. This is where detailed product knowledge and the ability to connect the features to the business benefits they offer come into play.
Highlight competitive advantages
At this point, it is time to compare the product to other options on the market and highlight its competitive advantages. It is important to highlight what makes the product unique and superior to other available alternatives.
Emphasize benefits
This is when the sales pitch should focus on the benefits of the product . The sales advantages must be connected to the positive and concrete results that the customer will obtain by purchasing the product. This connection between advantages and benefits is essential to generate an emotional impact on the customer and motivate their purchase decision.
Overcoming objections
During the argumentation process, objections are likely to arise from the customer. These objections may relate to price, functionality, quality, or any other aspect of the product. It is the seller's responsibility to anticipate and address these objections in a convincing manner by providing information and evidence that supports the superiority of the product.
Call to action
The conclusion of the sales pitch should include a clear and direct call to action. Here, the salesperson should motivate the customer to take the next step , whether that is making the purchase right now, scheduling an appointment for a demonstration, or requesting more information. It is important to convey a sense of urgency and create the feeling that the customer will benefit from taking action immediately.