The expansion of the sales team brings a challenge:
maintaining a communication style among all members of the team. It is
essential to have a sales argument or commercial argument so that all agents
have access to the same information and can maximize their sales results.
This repository must not only be centralized, but also
continuously updated, so that salespeople can use the arguments that have
proven to be most effective .
And what kinds of reasons make it easy to close a deal?
Those that put the buyer at the center , always thinking about their needs and
how to help them solve them thanks to the product or service offered.
What is a sales pitch?
A sales argument is a document that compiles the main
reasoning that sellers of a product or service can use to try to convince the
buyer that it is the best option available in the market to meet their needs.
The commercial argument will depend on the product or
service and its complexity. Keep in mind that it is not the same if it is a B2B
or B2C sale , or a very specific and technical product, or a more common one on
the market.
It is important to document the main business arguments that
sellers of a product or service can use, since it will help them when they are
presented to the buyer and they will be able to use them in combination with
their personal sales techniques.
Normally, the person in charge of the sales argument is the
head of the commercial department of the companies, since he knows the most
powerful reasons offered by the different commercials and can add new and
effective arguments when they arise.
How does a sales pitch help my sales team?
The benefits of having a sales pitch
Having a sales pitch brings multiple benefits , the main
ones are these:
• Unification
of the commercial discourse : if we have a sales argument, we will ensure that
all members of the commercial team highlight the same points of our product and
service. This make it easy for the buyer to be clear about why they should buy
from us. In addition, it will be easier if it is necessary to transfer the
business to another commercial, since the buyer will not notice too much difference.
• Helps new
additions to the sales team : having a documented commercial argument helps
anyone who joins the team to internalize the arguments to be used in the sale,
without the need for other team members to explain them each time. someone new
arrives.
• Use of
the most effective arguments : in sales processes many times you learn through
trial and error with different arguments. If we can document the arguments that
work best for our product or service, the entire sales team will be able to use
them, improving the overall sales result.
• Understanding
the needs that our product or service covers : if we list the arguments in
favor of the purchase of our product or service, we will be able to better
understand the needs of the buyers that the product or service covers, and thus
be more effective in detecting potential buyers.
• Faster
adaptation of the speech to the different buyers : if we have documented the
arguments that work best according to the type of buyer or buyer persona, we
can better adapt to each profile.
• Clear
definition of the characteristics of our product or service : documenting the
strengths of our product or service will help us to define more clearly how our
company is different, and this will help to better convey the differential
value that the sale brings.
The importance of processes in the sales department
One of the key performance indicators of a sales team is
sales volume . To reach a certain percentage of closed deals, you also need a
certain number of sales opportunities. For this reason, it is convenient to
bear in mind the importance of the argumentation work that must be carried out
with each one of them .
This includes a communication process with the buyer , in
which the salesperson must transmit the value of the product or service and
differentiate it from the offer of the competition .
Taking maximum care of all processes, including the
argumentation process, will have a direct impact on sales volume, since it
allows optimizing the arguments used, identifying the most effective ones. In
this way, time is save for the salespeople and, at the same time, an
improvement in the volume of sales is noticed.
Although we cannot control certain factors external to the
sale (such as the presence of competitors with a cheaper product or the lack of
budget of our buyers), we can control
the sales process of our commercials . The more refined and optimized it is,
the better the final results will be.
How to develop a good sales pitch?
1. Put the buyer in the center
First of all, remember that the buyer is the one who will
make the final decision about whether or not to take the product home or if
they hire the service you offer or dispense with it. So your argument must
answer all the doubts that may arise in the purchase process .
In our argument we should not add points that are
irrelevant, but try to resolve the issues that most concern a buyer, which are
the following :
1. If the
seller understands what he is looking for.
2. If the
product or service offered meets your needs.
3. Why
choose one product or service over another.
All your arguments must take these three points into
account. They must be adapted to the product or service offered in each case,
and to the communication style of the potential client.
If this person feels understood and accompanied in the
purchase process, you will be able to increase the number and volume of sales.
2. Follow a structure
Review your sales process and write down the structure that
follows. For each step of your sales process you will need different arguments
. It is important that you distinguish them according to the stage of the sales
process, since each one requires different nuances.
For example, you do not have to use the same arguments for a
buyer who still needs to be attracted, as a buyer who is clear that he wants
your product, and who has only to decide if he can bear the price.
Normally, the sales process follows 4 stages:
1. Attraction
2. Interest
3. Wish
4. Action
3. Don't forget these arguments
Although each sales argument is different depending on the
product or service we offer and also the company, we must not forget the
following arguments, which will practically always be necessary to consolidate
the sale:
1. Why
choose your product or service : here you can value the years of experience of
the company in the sector, for example.
2. What
problems or needs your product or service solves and how it does it : it is
important that you make sure to cover a buyer's need with your argument, since,
if not, it will be difficult for them to appreciate the value of the purchase.
3. Why your
product or service has a certain price : the buyer will like to know how much
it costs and why it is associated with that price.
4. What
differentiates you from other options offered by the market : the buyer must
understand what are the other options offered by the market and why your
product or service implies an advantage.
Lastly, make a list of reasons why a sale was declined, and
make sure you have a counterargument, in case you find yourself in the same
situation in the future.
How to unify the speech of all your commercials when you
already have a sales pitch
Once you have developed and documented the sales pitch, it
is important to ensure that all sales representatives on the team have access
to it . It should also be made available to new hires.
To confirm that the entire team unifies the commercial
discourse using the most powerful arguments, you can devise an internal system
that serves to verify that the commercials have internalized the different
reasoning.
A tactic that usually works well is to work it with “
roleplays ” in which to simulate the business process. Thus, the different
members of the team can be seen in action and their use of the sales pitch can
be assessed .
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