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Sales Pitch: The Ultimate Guide to Mastering the Message


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For you to generate leads consistently, you need to master your sales pitch. This post puts all the other search results you see here to shame - so dive in!

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Sales Pitch: The Ultimate Guide to Mastering the Message

  1. 1. Sales Pitch: The Ultimate Guide to Mastering the Message
  2. 2. Case Study • We had a customer that was targeting plastic surgeons. This industry is hard to reach (putting it softly). Surgeons make tons of money, and plastic surgery is almost straight cashflow. These doctors are bombarded with offers from everything from time shares to marketing firms. • Our customer created a tailor-made podcast specifically to talk about the latest tactics, strategies, and trends in the plastic surgery world.
  3. 3. What's In It for Me? (WIFM) • There are three core things that you have to do to get responses: 1. Make what you do interesting (to your target audience). 2. Make what you do relevant (to your target audience). 3. Make your offer compelling (ditto). • Time for a Dose of Reality: You've got to convince them that you're some kinda super hero before you set them up with the usefulness of your product.
  4. 4. Sales Pitch Stage One: Research
  5. 5. • You're turning something that is useful into something that's attractive. It could be that simple, but: • What do your targets want to hear? • What kind of research needs to be done? • Is there any psychology that can compel them to respond? • Will your leads listen to a podcast? • Really, take a minute and figure out what your leads want to do to improve their business. • Go Where They Go: You have to start visiting the same places they do. Read some industry blogs, or white papers. Try to find some keywords and terms that seem to be buzzing around. Research
  6. 6. Find What They Already Enjoyed • Go to a site like Buzzsumo (it's free) and see which terms are getting shared the most. Sample BuzzSumo screenshot
  7. 7. Let Others Do the Research • Doing studies and running surveys of your audience is a great way to gather intel, but you can find some that are already made (for example, Pew Research). • The cool part is that you only need to give credit to Pew in order to use these facts in your own material. Sample fact sheet from Pew Research Center
  8. 8. A Word on Psychology • Copyblogger wrote a great post in which they state that "people make decisions emotionally" and "people justify decisions with facts". It's these two keys that help you get responses from your cold emails. • Bottom Line: If you get this, you can get leads to respond. Creating a compelling offer happens when you can make leads emotionally desire a result (that you convey with your resource) and factually prove that you can create the result shown.
  9. 9. Don't Stop There • Once you find that bridge between what you're selling and what leads want to learn, it's important to run the full hundred meters of this race. • One of the best tips we could give you to make your pitch unique is to find out the most shared and valuable piece of content—and make it better.
  10. 10. Sales Pitch Stage Two: Packaging
  11. 11. You're Nothing if Not Relevant • You have 2-4 sentences (5 max), to tell them what you do and give them a way to learn more. • Just get to the point; the clear value that you hope to tell them more about in a conversation.
  12. 12. Elements of a Cold Email • Subject Line: ◦ Subject Line for Cold Email – The Art, Science, and Successful Examples (LeadFuze) ◦ Follow Up Email Subject Line – How to Write Something Compelling that Actually Works (LF) ◦ 164 Best Email Subject Lines to Boost Your Email Open Rates (OptinMonster) • First Sentence: A few sentences that you could use are the gush, the brag, and the point. • Question Time: Make sure that one of your few sentences is a question. It's like the call-to-action. The whole email should be geared toward getting a response. • The Signature: Your Name, Your Role, Your Company (with address), Your immediate contact data. • Post Script (AKA P.S.)
  13. 13. Sales Pitch Stage Three: Delivery
  14. 14. What Time Should You Send Emails? • The timing that works best will need to be tested on an individual basis. But there are a few bumpers we can put up to keep you going down the pipe: oWeekends are (usually) out. This includes Friday. Most of the world isn't working for the weekend. oMondays may not be the best either, but it's not a terrible day. oEarly mornings before 9a.m. in the timezone your sending may work well for executives and other typical decision makers. oToward the end of the work day could be effective, too. (Be available to respond into the evening to get the workaholic crowd.) oOther than that, keep good track and tweak until you see a maximum response.
  15. 15. Cadence Timing • A cadence is just a sequence that allows you to plan when you'll send your follow- up emails to leads. • Keep in mind that it will take multiple touch points to get a response from almost all of your leads. If you don't get a response, send more emails. Sample schedule