If there were just one sales pitch to give to each prospect, life would be a whole lot easier. However, all prospects are different when it comes to their needs, personalities, objections and even the language they use.
So it makes sense that sales people should have different pitches for different buyers. What's the art behind selling to different people differently?
Here are three great starting points:
1. 'Online stalk' to learn about backgrounds.
By online stalking, such as browsing a prospect's social media profile or reading their blog, you will have a much better understanding of their communication style. This strategy will help you become smarter about a prospect, which can also help build stronger rapport with him or her.
This research can also help you build a more personable pitch based on where your prospect is located. People in different regions use various words and references to mean the same thing.
For example, depending on where they live, a carbonated drink is either a "pop", "soda", "tonic" or "Coke". Shoes can be referred to as "tennis shoes", "sneakers", "gym shoes" or "Nikes".
Tweak the wording in your sales pitch to identify with your prospect more, and they'll feel more comfortable with you throughout.
2. Determine their attitude and personality type.
This might be something you do through research prior to your sales pitch or on-the-spot, but identifying your prospects personality type will give you an idea of the direction your pitch should go in.
Do they seem like the type to want to get straight to the point? Or are they more laid back and ready to take in all the information?
Keep paying attention to their facial expressions throughout your pitch to see if they're picking up what you're laying down.
3. Respond accordingly based on your prospect's behavior.
Once you've gotten to know a little more about your prospect's personality and behavior, determine how to most effectively communicate with them. Some examples of behavior styles and responses include:
- Direct, Strong-Willed, Ambitious: Be clear, specific and to the point. This personality type is goal-oriented and result-driven, so it's important to directly and quickly show how your product will set their company apart.
- Friendly and Enthusiastic: Create a warm environment, and refrain from drowning them in details, unless they ask for them. Give them a chance to respond to your pitch throughout and make it more of a conversation rather than you reading directly off your presentation.
- Predictable, Steady, Relaxed: Present yourself softly, non-threateningly and logically. Do your best to not make them feel pressured, and anticipate their needs and questions.
- Perfectionist, Conservative: Prepare your presentation in advance, stick to business and do not exaggerate. Provide as much information as possible, and be prepared for a longer selling process.
Again, no two sales pitches will ever be the same, and being able to pick up on the different traits and behavior styles of each prospect is key to personalizing each pitch.