You’ve probably been on the receiving end of a bad sales pitch at one time or another. Perhaps the salesperson was too pushy or vague, or maybe they totally missed the mark. A good sales pitch, on the other hand, feels totally different. It’s like you’re having a helpful conversation with an expert, rather than being sold something.

Knowing how to craft an effective sales pitch is a must-have skill for promo pros. PandaDoc’s Ashley Kemper says the best sales pitches are short and focused and all about creating interest for the audience. In this issue of PromoPro Daily, we share her insight on what to include in every sales pitch.

  1. A compelling hook. Kemper advises leading with an attention-grabbing question, statement or relatable challenge. The idea is to capture attention right out of the gate before the prospect mentally checks out. Be confident and make them curious to hear more.

  2. A clear value proposition. An effective sales pitch should always clearly explain your promo solution and why it matters to this specific audience. Don’t just talk about the products but explain what promo can do for them. Show how it can help their brand in a meaningful way.

  3. Evidence or social proof. Do you have some powerful testimonials or compelling case studies? These can only make your pitch stronger. Kemper says it’s a credibility builder when you can back up your claims with real results. Mention an interesting stat or share a quick story from a happy client.

  4. Personal relevance. Kemper recommends showing that you understand the prospect’s business or role in relation to your offering. When you tailor your message to the individual, like referencing a challenge they’re facing or a recent campaign they launched, it will make the conversation much more engaging.

  5. A strong call to action. According to Kemper, it’s essential you give your prospects the next step to take before leaving the conversation. This might be inviting the prospect to book a call or sample a promo. The goal is to not let the momentum fizzle out but to keep the discussion moving forward.

A well-crafted sales pitch can help you get your message across and show prospects you understand their challenges. It can also help you clearly position your promo solution and speed up the sales cycle. When you show you get your prospect, everything clicks that much faster.

Compiled by Audrey Sellers
Source: Ashley Kemper is the VP of revenue marketing at PandaDoc. She has more than 12 years of marketing experience.