Successfully prepare and pitch your sales solution

As part of my role, I have been in the fortunate position of sitting across the table from the senior figures of many organisations to offer my sales expertise. When I first started my B2B career this seemed relatively daunting. 

While training within our organisation is fantastic, there’s no better way to learn about the market you are selling to, than by experiencing it first-hand. Through confidence in my ability to effectively engage people, I was able to position myself with credibility, without really knowing much about what I was doing. 

So, how did I manage to do this? Over time I’ve managed to narrow it down to a few points which have helped me develop my skill set. 

Before getting into the details of what to include in your pitch, it’s important to know what you want to gain from a sale. It sounds simple, but success looks different to different people and usually, before a sale is closed, there is a negotiation. Personally, I define a successful sale as one where both parties walk away believing they’ve come to a mutually beneficial agreement. Take the time to determine what the best outcome would be in an ideal world, what the worst outcome would be outside of not winning the sale and how much you are willing to negotiate - establish your walk away point.  

Do you want to walk away with a commitment from them there and then, or are you happy to go away and return with an adapted proposal which may be better suited? It’s important to know what you want to gain and what you are willing to compromise on. I’ve known people to close a sale having agreed to far more than they wanted to, just to win. The reality is, if it’s not profitable, then what’s the benefit? 

We live in a connected world, where information is so readily available at the touch of our finger tips. Anyone, anywhere can research a company or customer to find out what they do and how they do it. Make it your mission to have a thorough understanding of your target audience before you first meet. 

I always aim to know what the company does and who their customers are, who the people I’m meeting are as well as their competitors and possible USPs. These things seem simple, but you’d be surprised how many people don’t consider them. 

Solutions are typically intangible, therefore it’s hard to prove that your recommendation is the right answer to best meet your customer’s needs. The best way to demonstrate your ability to deliver sound solutions, is through case studies and testimonials from successful work you or your company have delivered. Keep these on hand to present to your clients as proof of your capabilities. 

Make sure that your audience has an interest in what you’re talking about. Your content and conversation should be attention grabbing and engaging. Presentations that talk at people are outdated. 

Aim to make as much eye contact as possible to engage your clients. Ensure what you’re saying is relevant, don’t waffle. Always ask questions that will require them to talk to you and involve them in the discussion directly, don’t just tell them what they may already know. A sale is a two way street. How can you sell to someone when you don’t know what they want?

You need to completely understand the position your client is in and learn what it is they really need and want you to provide. Ask open questions to establish their current solution. How can you offer a better or cheaper alternative if you don’t know your competition?  This will give you the best insight into what to focus your pitch towards when you make your presentation of the solution you can provide. 

Early in my career I was once told “The only stupid question is the one you don’t ask”. I agree with this to a certain extent. If you don’t understand something it’s important to clarify, but don’t be repetitive. 

Once you’ve gathered the information you required, repeat it. Don’t assume you’re right, we all know what happens then.

Get your prospect nodding, once they start saying yes it starts to become a pattern. 

One of the best sales people I ever met taught me to close doors. Ask a question, qualify the response, get a yes, and close the door. It’s almost like a checklist. 

We’re all human, and on occasion we may miss or misunderstand an important piece of information that could be detrimental to the pitch. Ask the client to highlight what the most important things are to them, as this could change the entire makeup of what you had. It’s imperative to know what’s on your audience’s mind in order to effectively pitch your solution as a complete package.

After you’ve gathered all your information you should be in a strong position to make amendments to your solution that better suit your client’s needs. You know what they want, you know what they need and you know what you can deliver.

Delivery is key. Present confidently and use your prospect's words to your advantage. If you’ve questioned effectively then they should have told you everything you need to know and if you’ve got the right solution in mind, all you need to do is close. 

Don’t ever be afraid to ask how you’ve done. Many people walk away without getting an answer, let alone the answer they were looking for. 

Ask the client, “Based on what we’ve discussed, do you have any reservations in moving forward with us?” Look for commitment, reservations or challenges to your solution and question a customer’s objections if they’re unfounded, but don’t keep pushing defensively. Avoid the sell, sell, sell approach. 

It’s never going to be perfect, so find out what you could do to improve. It gives you a chance to adapt and change if need be, which in turn also shows you are flexible. 

Whilst you may seem gratuitous when you leave, it’s important to follow up as soon as you can via an email, ideally within 24 hours. Thank them for their time, provide any further insight and show your enthusiasm to work with them. It also gives you a chance to allay any challenges you couldn’t overcome instantaneously. 

Pitching isn’t an art. It’s a well prepared process with the aim of persuading your target audience to close a sale of the product or service at hand. Don’t over complicate it, keep it simple.

If you would like any sales career advice or are interested in how we can help attract top talent to fill your vacancies, please get in touch. 

T: +44 113 388 9071

E: aminmahboubi@michaelpage.com