Unique Selling Proposition (USP)
Before you can even start to begin selling, you must ensure that you are sold on it and that you can sell it to yourself. Within this day of age very few businesses are one-of-a-kind. Before you give up, there is a way forward; you need to identify what makes your business ‘unique’, if you cannot do this you won’t target your sales efforts successfully.
Identify your prospective audience
Clearly marking out your audience will make all the difference when you are trying to sell your product. If you were selling babies nappies would you approach boy in his early twenties, with no partner. Yet if you were to target a new mother or an expectant mother then you would sell a far higher volume of nappies. This is the case with trying to sell anything, if you don’t know or understand your audience then you will fall at the first hurdle. Instead go away, research your audience and clearly define them.
Find the Decision Maker
You understand your USP’s, you have narrowed your audience down and pinpointed exactly what industry and type of person you need to sell to. Now comes finding the right person to pitch. Why would you pitch a junior member of staff, that cannot decide on if he can buy the product you wish to sell him? You could be offering him a bar of gold for a £1, yet if he has no buying power then no matter how good a deal you come up with, he still cannot close the deal. It just becomes a waste of your time and his. Instead you need to be pitching people that can tell you “No I don’t need this product” or “Yeah, this sounds brilliant let’s go ahead”. Yet one thing you must remember, while finding and acquiring a decision maker, do not be like a bull in a china shop or you won’t get anywhere.
Create an Electrifying Pitch
The single most important part of being able to sell your product is to make your prospective client think you’re an expert in your industry and someone who can help his/ her business. The first part of mastering the pitch is tonality, it’s been argued that 92% of the pitch is based on tonality and just 8% on the words. Make sure that you sound like a boss by using tonal patterns like matching and mirroring and effective pausing, to create excitement from start to finish.
The second part to an effective pitch is effective questioning. This is most important at the front end of a pitch as it gets you to understand why your prospects need you product/ service and gives you all the valuable information to help you close the deal at the end.
A deal isn’t a deal without getting the contract signed.