How We Nailed Our Sales Pitch: A Step-by-Step Playbook
- CEO at DeckLinks, Speaker, Podcast Host
- Published on August 13, 2024
- Updated on August 29, 2024
Table of Contents
I know what you’re thinking: “Oh great, another article telling me to ‘be passionate’ and ‘know my product.'” Well, let me tell you a little secret: I’ve bombed more sales pitches than I care to admit. I even got the “Thanks, but no thanks” t-shirt!
But you know what? Each spectacular sales pitch failure taught me something valuable. Today, I want to share all my learnings and the approach we now use at DeckLinks.
Understanding the Buyer's Perspective
Did you know that there’s a high chance that you’re selling to first-time buyers when it comes to the type of software you’re offering? Usually, it goes something like that, boss tells them: “Go find us a sales enablement solution!” And suddenly, they’re drowning in a sea of options, drowning in G2 Crowd and Capterra reviews. It’s overwhelming, to say the least.
Here’s what sales reps need to understand. The risk of indecision is real, and it’s a silent killer of deals. I’ve seen it time and time again. Did you know that 40 to 60 percent of B2B purchase processes end in no decision (Harvard Business Review)? Yep, you heard that right. They didn’t choose your competitor. They simply stuck with their old software or way of doing things. They just… didn’t choose. Why? Because making a choice felt riskier than doing nothing at all.
Think about it. If they make the wrong call, they might look stupid in front of their boss. Or worse, the whole department ends up hating them because the new software is a nightmare to use. In their minds, they’re one bad decision away from cleaning out their desk.
So, what’s a really good sales rep to do? Focus on reducing buyer stress. Your job isn’t just to sell a product. You need to make them feel confident in their decision-making process.
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Effective Sales Pitch Framework That I Personally Use
Before you even start talking about your product, you need to set the stage, paint the picture, and get your audience’s attention nodding along. It’s not about you or your product yet. It’s about the market and your unique take on it. You’re basically saying, “Hey, here’s what’s going on in your world, and here’s why it matters.”
Once you’ve got them hooked, you can reel them in. Show how your solution fits into the picture you just painted. It’s all about your differentiated value and proving you can deliver on your promises.
Now, let me tell you a little story about how we put this sales pitch framework into practice at DeckLinks. We were pitching to sales teams who were struggling with a classic game of telephone. You know the one – where the message gets more confusing and inaccurate with each retelling?
We painted a picture of the modern sales landscape. We talked about how sales reps’ carefully sales pitches were getting lost in translation. Their product champions would share their sales pitch with decision makers to their best ability, but key points were often misunderstood or overlooked.
Then we’d show how DeckLinks’ PDF video-narration feature can help them. No more relying on others to deliver your message. No more hoping the product champion remembered every nuance of your sales pitch. With DeckLinks, sales reps could share video-narrated sales decks directly with all decision makers, ensuring their message was delivered exactly as intended, every single time. And access engagement analytics.
We demonstrated how this solved a critical pain point: the inability to directly communicate with all stakeholders in the buying process. No more game of telephone, no more lost messages. Just clear, consistent communication that got results.
Our prospects finally were able to see exactly how this solved a problem they faced day in and day out. Our sales conversations became more engaging, more relevant, and more successful.
This is the power of a well-structured, concise sales pitch. By setting up the problem clearly in the first part, we made the value of our solution crystal clear in the second. It wasn’t about bombarding them with features. We focused on showing them how we could solve a real, pressing problem in their sales process.
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Step 1: Share Your Market Insight.
First things first, you need to show your potential customers that you’re not just another salesperson. You’re a market expert. Talk about the trends you’re seeing, the challenges other companies in their industry are facing. Do your research before the sales call. Whatever it is, make it relevant to them.
Use open-ended questions to get them talking about their experiences. Something like, “How has [industry trend] affected your business?” This not only shows you’re knowledgeable but also helps you gather valuable information for later in your sales pitch.
Step 2: Talk About PROS and CONS of Existing Solutions.
Next talk about the elephant in the room. Your competitors. Be honest about your competitors’ strengths. It might seem counterintuitive, but it works wonders.
Think about it: these days, the only thing standing between your prospect and finding your competitors is a single Google search.
I always acknowledge the robust features of our competitors: HighSpot and Showpad. They’re great platforms with a lot of features. But then I pivot. I talk about their limitations. How user-friendly are they really? Can sales reps easily find the content they need? What about the learning curve?
At DeckLinks, we focus on simplicity and efficiency. So I ask prospects: How quickly can your team adopt a new tool? Do you need enterprise-level complexity? What about budget constraints?
We make it simple for the prospects and break down the market into clear categories. There are enterprise solutions like HighSpot and Showpad. DeckLinks, on the other hand, prioritizes ease of use. We’re tailored for SMBs, their needs and budgets. Our interface is intuitive. Content is easy to find and share.
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Step 3: Describe The Perfect World Solution.
Don’t just describe the perfect world solution – involve your prospect in creating this vision. This is incredibly important. You’re no longer just selling. You’re collaborating with your potential customer.
First off, it shows you’re not just another sales rep pushing a one-size-fits-all solution. You’re showing that you care about their specific needs and challenges.
Secondly, it taps into a psychological principle called the IKEA effect. People value things more when they’ve had a hand in creating them. By involving your potential customer in building this perfect world scenario, you’re making them invest emotionally in the solution before you’ve even presented it.
On top of that, it gives you invaluable insights. Your prospects know their business better than anyone. When they describe their ideal solution, they’re essentially handing you a roadmap to closing the deal. They’re telling you exactly what they need to hear to say yes.
Finally, it sets you up perfectly for the next step. When you present your solution, you’re not just throwing features at them. You’re showing how your product or service can bring to life the very vision they just helped create. It’s not your solution anymore – it’s theirs.
Step 4: Introduce Your Product or Service.
Do NOT turn your entire pitch into a feature dump! Instead, frame your product as the bridge between their current situation and that perfect world you co-created earlier with your prospective client.
Try something like, “Remember that ideal solution we talked about? Well, let me show you how we can make that a reality.” This approach keeps your prospective clients engaged and shows them you were really listening.
Step 5: Highlight Differentiated Value.
Show how each feature solves a specific problem or fulfills a need your prospect mentioned. Only show relevant features. And always, always tie it back to value.
For example, instead of saying “Our platform has real-time analytics,” try “Our real-time analytics mean you’ll never be caught off guard in a client meeting again. You’ll always know exactly how your campaigns are performing.”
Step 6: Provide Proof That Your Product or Service Works.
Talk is cheap, right? That’s why you need to back up your claims with cold, hard evidence. Customer testimonials, case studies, ROI calculations – whatever you’ve got, use it.
Tailor your proof to your prospect. If they’re in e-commerce, don’t show them a case study from a B2B software company. Even if it’s a big logo, doesn’t matter. Make it relevant, make it resonate.
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Step 7: Handle Sales Objections.
When a prospect raises an objection, it means they’re engaged. This is a good sign. They’re picturing themselves using your solution, and that’s exactly where you want them.
Here’s how to handle objections like a pro:
- Anticipate and prepare: Make a list of common sales objections you hear. For each one, craft a response that acknowledges the concern and reframes it positively. Practice these responses until they roll off your tongue naturally.
- Listen actively: When an objection comes up, resist the urge to jump in with a counter-argument. Instead, listen carefully. Sometimes, the real objection is hidden beneath the surface.
- Acknowledge and validate: Always start by acknowledging their concern. Say something like, “I understand why that would be a concern. Many of our customers initially felt the same way.”
- Ask probing questions: Dig deeper to understand the root of their objection. If they say it’s too expensive, ask, “Compared to what? What kind of ROI would you need to see to justify the investment?”
- Reframe the objection: Turn the objection into a benefit. If they’re worried about implementation time, you might say, “I hear your concern about the time investment. Many of our customers find that the time saved once the system is up and running far outweighs the implementation time.”
- Use social proof: Share how other customers overcame similar objections. “Company X had the same concern, but they found that our solution actually reduced their overall costs by 30% within the first year.”
- Handle silent objections: Remember, not all objections are voiced. If you sense hesitation, ask, “Is there anything else you’re concerned about that we haven’t addressed?”
- Follow up: If you can’t address an objection immediately, don’t fake it. Instead, say, “That’s a great question. I want to get you the most accurate information. Can I research that and get back to you tomorrow?”
- Turn objections into objectives: If they’re concerned about ease of use, make it an objective: “So, if we can show you how our solution can be fully implemented with minimal disruption to your workflow, would that address your concern?”
The goal here isn’t to win an argument but to collaboratively find a solution.
And here’s a final tip: keep track of the objections you hear and how you successfully addressed them. This will help you refine your sales pitch over time, making you more effective with each sale.
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Step 8: Close the deal.
You’ve delivered the perfect sales pitch. You’ve handled objections. Now it’s time to close the deal.
- Timing is everything: Don’t wait until the end of your sales call to make the ask. If you’ve been reading the room right, you should know when your prospect is ready. It might be halfway through your sales pitch, it might be earlier. Trust your gut.
- Be crystal clear and tie it to their goals: Ambiguity is your worst enemy. Spell out exactly what you want the next steps to be. Frame your ask in terms of their objectives. I can say something like, “To see if DeckLinks can actually improve your communication with decision-makers, why not try a 14-day free trial?” This approach addresses their goal, offers a low-risk option, and lets them verify the solution’s effectiveness without long-term commitment.
- Use assumptive language: Instead of “Would you like to try XYZ?”, go with “When would you like to start your free trial?” It’s a subtle shift, but it can make a world of difference.
- Provide options: People like to feel in control. You might say, “Would you prefer to start with a full team trial, or should we set up a pilot with a select group of users first?”
- Address the decision-making process: In B2B sales, there’s often more than one decision-maker. Ask, “Besides yourself, who else needs to see our solution in action before you make a decision?” This shows you understand their process and helps you plan your next moves.
- Handle hesitation: If they seem unsure, don’t backpedal. Instead, ask what’s holding them back. Just ask upfront, “Is there any other information you need to feel confident about trying our solution?”
- Set a specific timeline: In my experience, vague plans rarely come to fruition. Push for a specific date and time for the next step. “Great, let’s get your trial set up. How about I walk you through the onboarding process next Tuesday at 10am?”
After the call, send a quick email summarizing what you discussed and reiterating the next steps. Include some quick tips on how they can prepare for their trial to keep the momentum going.
Making the ask isn’t about being pushy. It’s about guiding your prospect towards achieving their goals.
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How to Craft a Differentiated Value Proposition for Your Sales
First things first, you need to know what makes you special. I’m not talking about your winning smile or your ability to read words backward. That’s a great skill to have though! I’m talking about understanding what makes your product or service truly different in a way that matters to a SPECIFIC customer or ICP that you’re selling to.
Ask yourself: If we didn’t exist, what would customers do? This isn’t just about your direct competitors. Think about all the alternatives, including doing nothing or using a manual process.
For example, DeckLinks isn’t just a PDF tracking software – it lets sales reps deliver their exact message to all decision-makers through video-narration. This solves the common “telephone game” problem in B2B sales.
Don’t just rely on your own perspective though. Bias can take you the wrong path. I’ve been there, that path is laid with disappointment and lost deals. Talk to your customers. Ask them why they chose you over competitors.
Here’s another reason why many sales reps can’t deliver a winning sales pitch. They get caught up in the “what” and forget about the “so what?” Your job is to connect the dots between your product features, and real, tangible benefits for your customers.
Here’s how I approach at DeckLinks:
- Feature: PDF tracking
- So what? You can see who viewed your document
- So what? You know which decision-makers engaged with your sales deck
- So what? You can follow up more effectively and close deals faster
See how I moved from a simple feature to a benefit that directly impacts sales success? That’s the kind of connection that takes the prospects to that ‘Aha!’ moment.
Your customers don’t care about your features. They care about solving their problems and achieving their goals.
If you really want to drive the point home, you need to clearly articulate the value that competitors simply can’t match. This is the perfect pitch where you can bring it all together. Your differentiated value is the intersection of what you do uniquely well and what your customers care about most.
Your prospect has to easily answer the question: “Why pick [your solution] over its competitors?”
Here’s how to nail it:
- Understand your market position. Are you the easy-to-use option? The enterprise-grade solution? The industry specialist?
- Know your competitors’ weaknesses. In what areas do they lack?
- Align your strengths with your customers’ needs. How do you solve problems in a way others can’t?
I’ll give you our example, our potential customers would ask me: “Why choose DeckLinks over HighSpot or Showpad?”
Here’s one of the ways how I approach it:
- Market position: DeckLinks is the user-friendly, affordable option for SMBs.
- Competitor weaknesses: HighSpot and Showpad can be overwhelming and complex.
- DeckLinks’ strength: It offers easy-to-use video narration and PDF tracking, solving the common problem of messages getting lost in translation.
Our differentiated value is providing enterprise-level features in an easy-to-use platform, specifically designed for SMBs who need to communicate complex ideas effectively without breaking the bank.
Your differentiated value proposition isn’t just a marketing exercise. It should guide all your sales conversations and every sales pitch you have with potential customers.
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How to Effectively Incorporate Discovery Into a Sales Pitch
I realize this time and time again, discovery shouldn’t be separate from your sales pitch. It should be an integral part of it.
You can start with your insight into the target market. For instance, you might say, “We’ve noticed that many companies in your industry are struggling with X. How has this affected your business?” This approach accomplishes two things: it demonstrates your expertise and opens the door for your prospect to share their experiences.
As you discuss alternative approaches, use this as an opportunity to understand what they’ve tried before. “Have you considered using XYZ? What were the pros and cons for your team?” This gives you valuable information about their needs and pain points.
The quality of the questions you ask will directly impact the quality of your sales pitch. You need to focus on questions that help you understand the prospect’s worldview.
Here are some questions that I like to ask potential customers on my sales calls:
- How do your sales reps currently share information with decision-makers?
- What challenges do you face in ensuring your sales message reaches all stakeholders accurately?
- How do you track engagement with your sales materials after they’ve been shared?
These questions directly relate to the problems DeckLinks solves, helping me understand the prospect’s current process and pain points in sales communication and content sharing.
Pay attention to the language your prospect uses. Are they focused on growth? Cost reduction? Customer experience? Mirror this language in your sales pitch.
Be flexible. If you discover that your prospect’s needs don’t align with your solution, be prepared to disqualify the deal.
When I see the customer is not a good fit for DeckLinks, I simply tell them why and point them in the right direction. It’s better to walk away from a bad fit than to force a square peg into a round hole. It will be a frustrating experience for the customer and your customer support team.
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How to Address Customer Indecision
Let’s tackle the elephant in the room – customer indecision. This silent deal-killer is probably costing you more sales than you realize.
First things first, you need to know what indecision looks like. It’s not always a prospect saying, “I’m not sure.” Sometimes, it’s hiding in plain sight.
Here are some red flags to watch for:
- The endless “let me think about it”
- Sudden silence after initial enthusiasm
- Excessive focus on minor details
- Repeatedly asking for more information
Remember, 40 to 60 percent of B2B purchase processes end in no decision. That’s not because the status quo is working great – it’s because making a decision feels riskier than doing nothing.
So, how do we combat this? How do you reduce perceived risk many decision-makers experience? By making the decision feel less risky.
Here’s what you can do to reduce perceived risk:
- Break it down: Instead of pushing for a full commitment, you can offer a smaller first step. A pilot program or a limited trial can feel much less daunting.
- Provide social proof: You can share case studies of similar companies who’ve succeeded with your solution. It’s not just you saying it works. You have an actual proof that it does.
- Offer a phased implementation: Break the adoption process into smaller, manageable steps. This makes the overall decision feel less daunting.
- Provide a clear ROI calculation: Show them exactly how and when they’ll recoup their investment. Use their own numbers if possible.
- Share a detailed onboarding plan: Outline the exact process of getting started. Show them that you onboarding process is easy and won’t take much of their time.
- Offer a trial option: Let them experience the product in their own environment without a full commitment. Obviously, it won’t apply to complex solutions that require custom implementations. But if you can set up a generic demo account that most your customers can use to try your solution, that’d be a good alternative.
- Provide references: Offer to connect them with similar customers who’ve successfully implemented your solution.
- Offer flexible contract terms: Consider shorter initial commitments or performance-based contracts.
One thing I want to warn you against doing is trying to use FOMO (Fear of Missing Out) to push an indecisive customer.
It might seem logical to say, “Your competitors are already using this, you’re falling behind!” But guess what? In my experience, that often backfires. It just adds more stress to an already stressed-out buyer.
Your job isn’t to pressure them into a yes. It’s to help them feel confident in their decision, whether that’s a yes or a no. Because a confident “no” today is better than a reluctant “maybe” that never turns into a “yes.”
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How to Tailor Sales Pitch to Different Stakeholders
To tailor your sales pitch for maximum impact you gotta understand your buyer’s perspective. They’re your ally, but they’re also under a ton of pressure.
Remember, if they recommend the wrong solution, it’s their neck on the line. They could look stupid in front of their boss, or worse, be responsible for a costly mistake. So, your job isn’t just to sell them on your product – it’s to make them look like a hero.
If they’re worried about team productivity, show them how your product will boost efficiency. If they’re concerned about ROI, give them concrete numbers they can take to their boss.
Your product champion isn’t the only one you need to convince though. Typically there are many other stakeholders involved, each with their own concerns.
IT folks? They’re worried about security and integration. Finance? They want to know about cost and ROI. The end-users? They care about ease of use and how it’ll affect their day-to-day.
You gotta help your product champion. Give them all the answers and address all concerns. Don’t just focus on the benefits that matter to them. Help them win over everyone else.
But, here’s where it gets tricky. Your product champion is going to have to sell your solution internally alone. Without you in the room. So, you need to help them.
This is where our platform can really help you. You can upload your sales deck to DeckLinks, add video narration, and share it as a trackable link with your product champion. They can then pass it directly to other decision-makers you cannot reach. Why does this matter?
- Your message stays intact.
- No more playing telephone with your carefully crafted sales pitch.
- Plus, you can see who’s engaging with your content. It’s kinda like being in the room, even when you’re not.
This approach alleviates a lot of pressure from your champion during those internal discussions. Your sales pitch is delivered exactly as intended, without getting lost in translation.
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How to Refine Your Sales Pitch
If you think your sales pitch is perfect, I’ve got news for you – it’s not. Trust me, I’ve been there. I once thought I had the world’s greatest sales pitch for DeckLinks. Spoiler alert: I didn’t. But here’s what I learned about making it better.
Your sales pitch isn’t a fossil. It’s a living, breathing thing. Markets change faster than my coffee gets cold (and that’s fast). What worked last quarter might not work today.
Here’s a mistake I made early on in B2B sales: I crafted what I thought was a killer sales pitch in my ivory tower (okay, it was a cramped co-working space, but you get the idea). Then I tried it on a few sales calls. Guess what? Nada. It bombed.
Your sales team knows what makes prospects tick. Ask them! Get insights. Don’t start from scratch.
Once you have something, you need to test your elevator pitch on actual, living, breathing prospects. Not your dog, not your mirror – real people who might buy your solution.
After each sales pitch analyze the call transcript. Write down what worked? What didn’t?
If something’s not working, be ruthless. Scratch it. Even if it’s your favorite line. If it’s not resonating, it’s got to go.
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Conclusion
Crafting a winning sales pitch isn’t rocket science, but it’s not exactly a walk in the park either. It’s a delicate dance of understanding your prospect’s world, articulating your unique value, and constantly refining your approach.
Remember, your sales pitch isn’t just about your product – it’s about the problems you solve and the future you’re selling. It’s about turning indecision into action, confusion into clarity.
And hey, if your sales pitch fails, at least you’ve got some great stories for your next happy hour!
FAQs
What is a sales pitch?
Sales pitch is a persuasive presentation designed to convince prospects to buy a product or service. It includes key points about the offering’s benefits, value proposition, and how it solves customer pain points. Effective sales pitch captures attention, addresses prospect’s needs, and motivates them to take action.
How to start a sales pitch?
To start a sales pitch, begin with a hook that grabs your prospect’s attention. This could be an intriguing question, a surprising statistic or a relevant anecdote. Then, establish your credibility and address your prospect’s pain points. Focus on creating a connection and setting the stage for your value proposition.
How to close a sales pitch?
To close a sales pitch, summarize the key benefits and value proposition of your product or service. Address objections and emphasize the unique advantages you offer. Make a clear ask, whether it’s for a sale, follow-up meeting or next steps. End with a strong call to action that motivates the prospect to move forward.
How long should a sales pitch be?
The length of a sales pitch depends on the context. It should be concise and focused. An elevator pitch might be 30 seconds to 2 minutes. For a more detailed presentation, aim for 10-20 minutes. The key is to cover main points, address customer pain points and leave time for questions without overwhelming the prospect.
About the Author
Lidia Vijga is a seasoned professional with 10 years of first-hand experience in B2B sales and B2B marketing. She has a proven track record of driving growth for companies across various industries. Throughout her career, Lidia has led numerous successful sales campaigns and implemented innovative marketing strategies that have significantly increased revenue and reduced customer acquisition cost for her clients. Lidia regularly shares her insights and experiences on LinkedIn, webinars, and public speaking engagements. Lidia believes in the power of personal qualities such as kindness, empathy, and the willingness to understand others. She is committed to empowering client-facing teams with tools that enhance their talent instead of automating it, and she firmly believes that teams that show their human side grow companies much faster.
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