Making Your Sales Message Memorable
8 Tips That Add Value to Your Pitch
by Patricia Fripp, CSP, CPAE
Some salespeople are silly enough to think that if they talk longer, they add more value or get their point across more effectively. Actually, any prospect or potential buyer you ask is eager for your pitch to be presented as efficiently and memorably as possible.
Here are eight tips to make your message memorable.
- Build rapport.
- Make your message sound valuable.
- Remove the fluff and fillers.
- How long do you have?
- Who is your audience?
- What is your key idea?
- Don’t be polite; get to the point.
- Logic sells, but close on emotion.
1) Build rapport.
In order to build rapport with your prospect, you need to connect emotionally and intellectually. Think of it this way: Logic makes you think; emotion makes you act. You connect intellectually with your logical argument through specifics and statistics, perhaps with charts and diagrams. You connect emotionally through eye contact, stories, content that creates a visual in the buyer’s mind, and with you-focused rather than I-focused language. This is incredibly important if you want to sell your ideas, a product, or a service.
2) Make your message sound valuable.
How valuable does your message sound? Here’s another way to look at it. Rehearse your sales presentation, and time it. Or, if it is very important, consider transcribing it. Just for fun, consider the financial impact of your proposal or the investment of your prospect, and divide by the length of your presentation. This gives you a dollar value for your words.
3) Remove fluff and fillers.
Naturally you want to remove all the unnecessary fluff and fillers. For example, avoid clichés like “Each and every one of you in the room.” How often have you heard a salesperson say those nine unnecessary words? When your message is clear and concise, divide the number of words by the amount of time needed to deliver your presentation. You will notice how much more valuable each word has become. Make every word count!
Here is a real-life example:
Barbara was a sales manager at a convention hotel in a major metropolitan city. A professional association was debating whether to bring their convention to the city. Barbara was a great salesperson one-on-one, but she was facing a group sales presentation. “I’m very nervous,” she confessed to herself, “How do I sell to so many people?”
Thinking through the eight tips she’d read, her internal conversation went something like this:
4) “How much time do you have?”
“Eight minutes.”
5) “Who is in your audience?”
“A convention committee from the association. About ten people.”
6) “What is your key idea?
“What are you actually selling?”
“Well,” realized Barbara, “It isn’t my hotel, because if they come to this city they’ll definitely use our hotel. I guess I’m selling the city, because they are seriously considering a nearby town, too.”
Then she asked herself a question that rarely gets asked: “How much is it worth to my hotel if I get their business?”
“Half a million dollars,” she knew.
So, she grabbed her calculator. “Let’s see. Half a million dollars divided by eight minutes. That’s $1,041.66 a second, even when you pause.”
Thinking back on her old opening, Barbara took a deep breath and began, “Well, ladies and gentlemen, I hope you’re enjoying our hospitality.
I know . . . ,” and she was off on a stream of platitudes.
7) Don’t be polite; get to the point.
“That’s polite,” she thought when she finished, “and that’s not a bad habit, but I don’t have much time. They know who I am because I’ve been entertaining them. They know where they are. Make it about them.”
So, Barbara revamped her opening to this:
“Welcome, and thank you for the opportunity to host you. In the next eight minutes, you are going to discover why the best decision you can make for your members and your association is to bring your convention to this city and this hotel.”
That is you or yours seven times and one hotel.
Then she said, “The other city is a magnificent destination, and you should definitely go there in the future. However, this year you should come to this city because . . .. “Then she listed the specific reasons.
This is an emotional opening because it’s you-focused. And since you never knock your competition, it’s smart to acknowledge that the other city is fabulous. You’ve connected emotionally with your audience, and the logical specifics connect you intellectually.
You may argue that those polite opening comments are necessary because the audience is still settling down and not focused on you. This may be true, but don’t let it be an excuse. Go to the front of the room, and wait until you have their attention, maintaining a strong, cheerful gaze and willing them to be silent. If needed, state the opening phrase of your comments, and then pause until all eyes are focused on you, awaiting the rest of the sentence.
8) Logic sells, but close on emotion.
Continue your presentation with logical incentives, but end with emotion. Remember that last words linger, and your goal is to be memorable.
Barbara closed with this, “Imagine years from now when your attendees are sitting around a convention lobby reminiscing about the best conventions they’ve ever attended, and they talk about their experiences in this city at this hotel. And you’ll know you were part of that experience because you were on the planning committee.”
You now have eight tips that add value to your words and make your message memorable. Use Barbara’s model of how to connect emotionally in the beginning and end of a presentation and connect intellectually in between. Plus, you will be making your words sound more valuable.
Good luck! Persuasive presentations give you a competitive edge.
When your sales must be successful Patricia Fripp can help. She is a Hall of Fame keynote speaker, executive speech coach, sales presentation skills and on-line training expert. Patricia is also a subject matter expert for Continuing Education at XTRACredits. For more information www.frippVT.com.
INDUSTRIAL SUPPLY MAGAZINE
The March/April issue of Industrial Supply magazine features an in-depth cover story about Joyce Lansdale and Vallen. Plus, we're featuring articles by contributing writers Dirk Beveridge, Frank Hurtte, and David Kahle, as well as interviews with numerous product and distribution industry experts.
