How do you make a 60-second sales pitch?
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(While this isn't a networking topic as such, networking usually leads
to marketing or sales for our small businesses. And my responses do
connect with networking-related strategies and techniques.
This text was part of a MindSpring discussion item and was featured on
the COSE Blog section of Cleveland.com. I decided to include it in this
section, too. Enjoy ... PJS)
How do you make a 60-second sales pitch? ...
You don't. An effective sales presentation requires asking more than
telling and listening more than talking. Ask good questions and listen
intently to the answers. Hard to do all that in 60 seconds.
Begin by asking questions that qualify the prospects. Mine would be ...
'Does your company experience any pain with workplace communication?
Are there issues with how employees communicate with each other, with
managers or with customers face to face, on the phone, in writing or in
presentations?' If the answer is 'No', they don't need what I do. I'm
not talking with a prospective client, so I thank them for their time
and move on.
If the answer is 'yes', I then ask if they use outside local training
resources to help remove or reduce that pain?
If the answer is 'No', I would respond with 'May I ask why? Their
answer might be no budget, no need, no time or they do it all in house
... or a combination. At that point, I'm still not talking to a
prospective client and I thank them for their time.
If the answer is 'Yes', I would ask who they use and for what kinds of
training. I would then say 'I'd appreciate the opportunity to present
my credentials when that contract or relationship is up for review or
renewal. We can quickly determine if my company, Effective Training &
Communication Inc., is positioned to provide you with a similar scope
and quality of services at a lower investment or a higher level of
service at the same investment. Would it be in your company's best
interest to find out?'
If the answer is 'No', I'm still not talking with a prospective client
for my company and I thank them for their time.
If the answer is 'Yes', then I find out who I should follow up with,
when and how.
So, you can't make an effective customer-centric sales presentation in
60 seconds. But, you can begin that process by asking a few focused
questions, listening to their answers, valuing their time and
interacting with 'uncommon courtesy'. And thanks for asking ...
telling and listening more than talking. Ask good questions and listen
intently to the answers. Hard to do all that in 60 seconds.
Begin by asking questions that qualify the prospects. Mine would be ...
'Does your company experience any pain with workplace communication?
Are there issues with how employees communicate with each other, with
managers or with customers face to face, on the phone, in writing or in
presentations?' If the answer is 'No', they don't need what I do. I'm
not talking with a prospective client, so I thank them for their time
and move on.
If the answer is 'yes', I then ask if they use outside local training
resources to help remove or reduce that pain?
If the answer is 'No', I would respond with 'May I ask why? Their
answer might be no budget, no need, no time or they do it all in house
... or a combination. At that point, I'm still not talking to a
prospective client and I thank them for their time.
If the answer is 'Yes', I would ask who they use and for what kinds of
training. I would then say 'I'd appreciate the opportunity to present
my credentials when that contract or relationship is up for review or
renewal. We can quickly determine if my company, Effective Training &
Communication Inc., is positioned to provide you with a similar scope
and quality of services at a lower investment or a higher level of
service at the same investment. Would it be in your company's best
interest to find out?'
If the answer is 'No', I'm still not talking with a prospective client
for my company and I thank them for their time.
If the answer is 'Yes', then I find out who I should follow up with,
when and how.
So, you can't make an effective customer-centric sales presentation in
60 seconds. But, you can begin that process by asking a few focused
questions, listening to their answers, valuing their time and
interacting with 'uncommon courtesy'. And thanks for asking ...
Phil Stella, MindSpring Task Team member and Networking Editor
COSE Small Business Conference Presenter
President, Effective Training & Communication, Inc. 440 449-0356
COSE Small Business Conference Presenter
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