The Prospecting Pitch: Secrets to What a Buyer Really Wants to Hear
Posted on Sep 6, 2018
One of the toughest parts of the sales process is initiating the relationship with a prospective buyer. There is a lot riding on that first contact and why it’s so important to get it off on the right foot. As a previous buyer long before I entered the world of sales, I was subjected to pitch after pitch – and I’ve heard them all. It was only those that presented something compelling to me in that very first encounter that I willingly invited them to talk to me further. When I moved into sales and later went on to lead large sales organizations, I never forgot what it was like to sit on the other side. I kept my buying experiences at the forefront anytime I attempted prospecting. The main objective to prospecting is establishing a real need and want from the buyer. Without that - it's a no-go. That might sound difficult to do but a great place to start is by putting yourself in the buyer's shoes. It changes your perspective on how you present yourself and your product or service.
Here’s my top tips for what a buyer expects from a prospecting salesperson:
1) Buyers expect you to know their business : If you don’t know what the buyer’s company does and who their customers are, you’re in big trouble. Buyers expect salespeople to have a solid understanding of their business and industry and who their target market is – in advance.
2) Buyers need you to understand their challenges/pain points/goals . Buyers want you to have a good sense of what their biggest challenges are ahead of time. While there may be unique factors or information that an outsider could not know, what we do know is every buyer has the goal of saving TIME and MONEY and maximizing PROFITS for their company. Solutions on how your company can solve for saving time, reducing costs and saving money or how your company can help their company PROFIT more is the kind of conversations buyers are looking for from sellers.
3) Buyers are always on the lookout for something that makes them stand apart from their competitors. Buyers always want the lowest price on anything – that’s part of their job - to find and negotiate the best deal. What they’re really looking for however is anything that gives them an ‘advantage’ in the market. Provide them with a unique opportunity or offer or business model that gives them an edge, provides a niche, or anything that is 'advantageous'.
4) Buyers desire an honest, genuine, personable salesperson that establishes immediate trust. Any kind of scripted talk will only come off as disingenuous. While you should always have notes to ensure you don’t sound like a recording, you have to keep it real and keep it personal. Anything you can do to establish immediate trust will get you to the next stage. The objective for all salespeople is to become a customer’s trusted advisor. so integrity...rules.
5) Buyers want risks mitigated. One of the things buyers are always careful of is commitment. They are always prudent to ensure they never put their organization in a precarious situation. When you can demonstrate early low-risk or no risk, you’ll be highly considered.
The key is to take the above insights and pull together a customized strong Value Proposition and Benefit Statement for each of your customers. Before you even begin talking about the details and features of your products or service, the key is to clearly communicate first and foremost what’s in it for them.