The vast majority of salespeople, salespeople or closers do not know how to “pitch” brilliantly. They are most often content to give a long monologue summarizing to a avalanche of features.
The first key to a successful pitch: benefits
Let’s take the example of a laptop: 1,240 grams, 5 GHz, 32 MB of RAM are characteristics. And to read a simple technical sheet the intervention of a salesman is of no use. Benefits generate more emotion than features. Whether it weighs 1,240 or 1,245 or 1,235 grams, generally the customer will not pay attention to it. Because encrypted data is a simple characteristic generating little or no emotion.
Light, fast, versatile are advantages and desires for which he is however ready to pay more for a computer. No longer have back pain while carrying your computer. Save time, finish your working day earlier and make the most of your free time. Increase your productivity, earn money and launch new projects. These are benefits that have an emotional impact and will make your prospects want to become customers.
The first key to a successful pitch is therefore toshow only the profits. And for even more efficiency, stage the benefits in a situation that your interlocutor will experience.
Example: “Forget your old computer that took 5 minutes to turn on and was as heavy as a brick. And imagine, you are on a business trip between two planes, and you cross the airport hall. You have a blazingly fast workstation and complete entertainment platform in your bag. You will be able to work and play during the entire flight. You walk calmly because your new computer is so light that you don’t even feel its weight…”
The second key to an impactful pitch: sub-modalities
Here is a second important key allowing you to pitch brilliantly: pitch using the preferred channel of your prospect. If throughout your interview you pay attention to the predicates used by your subject, then you will be able to know what their preferred channel is and to pitch using the appropriate submodalities. THE submodalities are a tool used in NLP to describe mental and sensory perceptions. By using the appropriate submodalities, you will directly influence your prospect’s emotions.
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The third key to a motivating pitch: instincts
Here is a third point allowing you to make persuasive pitches: target instinct of his interlocutor. Remember that there are three instincts: the instinct to “Survival”l’instinct ” Face-to-face “ and instinct « Social ». Instincts are our deep motivation, they act as triggers. They are responsible for setting us in motion. Now that you have all this knowledge, it would be a shame not to use it to make your communication much more persuasive. Here’s how to do it… Throughout your conversations, pay close attention to the answers you get after asking opinion questions, as they are excellent ways to reveal the instincts of your conversation partners. Don’t just observe behavior and stop at “What.” If you have any doubts about your subject’s instincts, discover the deeper motivation by looking for the “Why”.
During your sales interviews but also coaching or support, always take notes. The words used by your subjects are valuable allies that will allow you to guide them towards their desired state (DE).
Example: Let’s imagine that I have to pitch to sell real estate investment support. Here is a series of three examples of pitches specifically targeting an instinct.
1 – Survival Pitch:
“Tomorrow, thanks to this support, you will be sure to make safe and profitable investments protected from inflation. You will build up sufficient assets to be able to help your children when they need it and to ensure a comfortable retirement. […]
2- Head-to-Head Pitch:
“You will have individual meetings with the best experts in their fields. They will reveal to you the latest and most effective strategies. This will give you a head start on the market. You will quickly build up a beautiful heritage that you can enjoy with your spouse. […] »
3- Pitch Social :
“You will be surrounded by a team made up of qualified lawyers and experts. Together, you will create a long-term investment strategy in which you will be able to choose the fairest investments. By supporting real estate, you will contribute to the development of your community while building up savings that will be available when you stop working […] »
The perfect pitch is made up of three essential keys: the presentation of benefits; the use of specific submodalities; the stimulation of the main instinct of his interlocutor.
You have the three essential keys to ensure that your presentations and pitches have a huge impact. These three keys are not only used for pitching with the aim of selling a product, an offer or a service. They are also very useful in helping a person to take a decision by allowing him to perceive the emotional consequences that she will live after her decision.
* This text is taken from the book “Master the art of selling”, by Laurent Alventosa, Jikji Editions, 220 pages, 24.90 euros.
Laurent Alventosa is the author of the book “Master the art of selling”, Jikji Editions, 220 pages, 24.90 euros. -DR
The author
Passionate about humans and their cognitive functions, Laurent Alventosa is an NLP master practitioner and Enneagram expert. He puts his knowledge of dynamic spirals and neuroscience at the service of companies to help them make lasting changes within their sales teams. He created a new sales paradigm called ‘decision coaching’ in which people and their emotions are at the center.
2023-10-27 12:02:35
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