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Small Business Tips \ DEC 24th 2014

People Buy From People: Personalizing Your Sales Pitch

The role of the salesperson has changed over the years. Whereas once a sales representative could easily tell you everything and anything about a product without being questioned, today’s consumers aren’t quite as gullible. The modern shopper can accesses infinite amount of information about you, your industry, your strengths & your limitations at just the click of a button, which means that you might have to get a little more creative when making your sales move.

So how does the modern salesperson get their pitch out, explain their market needs and become an industry success in the age of information overload? We searched the world wide web for some of the best answers we could find, so that you can sell your services effectively, without losing your cool.

It makes you feel like a designer when you really have no background.

Be an Honest Broker

You know that your business is fantastic. You’re in tune with your product inside out and have jumped through hoops to internalize a sales message that you’re proud to sell. But even with all the bells and whistles that you have to offer, there’s limitations to what your wonder product or service can achieve. Even Superman had his kryptonite, right?

More than any other time in history, today’s shoppers are aware of the variety out there and are in tune with market prices & competitive advantages. This overflow of information means that there’s a good chance that the people you’re selling to won’t always believe everything you have to say, so earning their trust is key. The easiest way to earn your customer’s trust is to understand your company’s strengths and weaknesses. The sooner you can pinpoint the wonderful attributes that make your business standout, and the weaker attribute that you’re still working to smooth over, the easier it will be to nail that sale.

A great way to do this is by developing a positioning statement. A positioning statement is a short document that helps you and your team understand what your company’s strongest selling points are, and where they fit in the grand scheme of your market. The Kauffman Founder’s School has a great 6 minute video on how you can construct a positioning statement to better focus your sales pitch.

Be Personable

We all have those favorite places that we like to come back to. A favorite bar where everyone knows our name or a hairdresser that knows the best gossip and how to cut our hair just right. We know that that bar will never make it to a Micheline rating and our hairdresser won’t style the next issue of Vogue, but nevertheless we keep going back because the people who work there just feel right.

Even if you don’t consider yourself the best salesperson in the world, your wonderful attitude and personality alone may be bringing you more business than you think. So what happens when you want to build a relationship with your clients, but your global ambition simply makes that impossible? If you’ve got a wonderful website, a beautiful blog, or great social media presence, you’ve got a great opportunity to interact with your customer base and let your personality shine through to your sales.

In marketing terms, that personal shine of your business is your brand’s voice & tone. Marie Forleo has some great tips on how you can tailor that tone throughout your business so that even people who haven’t met you in person can’t help but fall in love with you.

Be One With Your Client’s Needs

Any sales rep can ramble off a laundry list of benefits their product or service can do, but it takes a true pro to pinpoint exactly which of those wonderful attributes will most resonate with each of your potential client’s needs. Before you can go on and on about how your business is so much better than your competition, it’s important to understand what specific problem your customer is looking to solve, and how your product or service can help them reach that goal. And, going back to that honest broker thing… how much of their problem can your particular offering achieve.

So how do you cross that bridge to intimately understanding how you can help your client? Sales Guru Daniel Pink has one idea: more so than telling your customers how you can achieve their desired result, help them understand their problem better so that they’ll essentially confront you with the solution they want. Pink explains how to master this Jedi Mind Trick art of persuasion in the video below:


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