The sales pitch is an essential tool for a successful sale, and the quality of its structure is a key factor.
Both face-to-face sales and sales via intermediary media (mailing, phoning, Internet) use the same argument structures.
Variations are induced by the time available to present them and the salesperson's ability to adapt and react. Sales where there is an oral dialogue allow for this adjustment with the customer. In all cases, the sales pitch is an essential tool for a successful sale, and the quality of its structure makes a major contribution to this.
GENERAL STRUCTURE OF AN ARGUMENT - Phases, comments and examples.
1 - SUMMARIZING THE NEED AND A MOTIVATION TO BUY
- Select one of the motivations expressed by the customer (only one at a time),
- Rephrase the need as faithfully as possible, with its associated motivation.
"Unless I'm mistaken, you want a projector that's as economical as possible?
2 - PRESENT AN OFFER WITH AN ARGUMENT BASED ON THIS MOTIVATION
- Present the offer with a positive assessment of this motivation,
- Use a question to encourage listening to the justification for this judgment.
"The M421 is the model that will be most profitable for your uses. Would you like to know why?
3 - SHOW THAT THIS JUDGMENT IS RELIABLE
There are 2 possibilities:
- either a suitable proof is available, and should be used as a priority,
- or no proof is available, in which case a substitute must be found (see tables below).
"Here, check it out for yourself: the comparative table of prices and usage costs drawn up by consumer magazine X. It is independent of suppliers".
4 - ADVISE AND CHECK AGREEMENT
- without deciding for the customer, reinforce his motivation by giving him targeted advice,
- check that they understand and agree with the response to their motivation;
"If the economic aspect is of prime importance to you, I'd choose this appliance. What do you think?
TYPES OF PROOF MOST COMMONLY USED IN AN ARGUMENT - Features and examples
1 - FINDINGS MADE JOINTLY WITH THE CUSTOMER OR THE POSSIBILITY FOR THE CUSTOMER TO VERIFY THEM QUICKLY AND FREELY
- they can be likened to experimental proof: testing, demonstration, verification, etc.
- the more immediate and non-deferred the verification, the better,
- to be credible, information relating to a demonstration must be accessible to the customer.
Visual observation: "Here, see for yourself that this variety of corn has much lower and stronger stalks".
Tactile observation: "If you compare these two carpets, you can see that this one is much softer".
2 - JOINT CALCULATIONS WITH THE CUSTOMER
Comparative calculation: "10 liters at €3 will cost you less than 8 liters at €4".
Historical calculation: "Check this document to see if your income has increased by more than 4% per year".
3 - TESTIMONIALS
Oral testimonial: "Here's Mr. Catroux's phone number, he'll tell you about his experience himself".
Written testimony: "Here is the letter from the expert who carried out the test".
SUBSTITUTES FOR EVIDENCE
How do you proceed when evidence is not available or sufficiently reliable?
What can replace it to create a solid, convincing argument?
This is a very common situation in argument-making. Indeed, when presenting arguments about products, services or ideas, reliable evidence is rarely available at the time of sale. What's more, when the argument is forward-looking, its foundation or relevance can never be proven.
1 - USING THE MOST IRREFUTABLE OR LOGICAL REASONING POSSIBLE
"Carrying out a free preliminary diagnosis of your real needs can only be profitable. If you don't apply enough, you'll lose yield, and if you apply too much, your costs will rise.
2 - APPEAL TO THE CUSTOMER'S EXPERIENCE
"What you experienced two years ago reveals the potential risk of your current solution. In your case, even if it happens very rarely, you'll always be a winner. Here's a quick calculation...".
3 - THE SALESPERSON'S PERSONAL COMMITMENT
"I am committed to achieving a positive result if we implement this promotion. Indeed, if it doesn't increase sales, I'll be the first to be penalized. You might be tempted to remove this reference from your point of sale. I can't lightly commit myself to a positive result".
4 - USE COMMON SENSE
"It's not usually a waste of time to carefully prepare sales visits for important customers".
5 - REPLACE THE PROOF WITH AN UNKNOWN SITUATION OR IMAGE
"It's useful to catch the wind before the others to increase your chances of winning a sailing race; remember what Eric Tabarly said. We're in the same situation: it's essential to start before your rivals.
6 - CREATING PROOF WITH THE CUSTOMER
"Given what is at stake for you with this change of solution, it would be preferable for us to set up a trial under practical conditions. We'll be able to verify together, for your specific case, what I've seen with other users".
Excerpt from " Make your sales methods evolve! - Daniel HUYOT and Philippe LAFAIX - DUNOD - 2008