The better your short sales pitch – the likelier to get sales

The short sales pitch

Can you define in one short sentence:
- The problem and the solution your company delivers?
- The main benefit or benefits of the solution?
No?
Then just question yourself: How will your internal promoter or influencer be able to sell to his CEO, VP Sales, COO, CFO, CIO, CTO, or any other CxO?

Thus you are in trouble for progressing in the sales process and getting sales.

The shorter the better is not only for yourself, but also for the internal promoter of your solution or the influencer, as he has to reproduce your sales pitch. Less is more.

You have “won” the internal promoter or influencer

You have convinced a high placed person in the potential customer company organization. He is completely in favor of your proposed solution. You “won” him.
a) You have obtained an internal promoter for your solution or product. Great achievement!
b) You have convinced the influencer for your solution or product. Great achievement!

Difference internal promoter and influencer

There is a difference between internal promoter and influencer:
The internal promoter is involved in the solution with responsibility as his team or division will need to use it. Thus in the end the best solution will bring him indirectly a personal benefit in his work environment.
Whereas an influencer is in a staff function with no operational responsibility. He has recognition within the organization for his knowledge and experience on many matters.

Train how to sell

Now you need to make sure he is trained in selling your solution internally. You have to train him in selling. Thus you need a short sales pitch as your chances to train him are limited in time.
Again the shorter and more clearly stated your short sales pitch is, the easier to train him.

Or would your “man” be able to reproduce this?

The meeting problem

Consider two different kinds of meetings:
- A face to face meeting with his superior (CxO) he has to explain is just a few words the purpose of your solution or product and the benefits. The CxO hasn’t all day and his mind is set on other things (closing of the quarter, stock price, his new car)
- A meeting with several staff members and the CxO, your man needs has to hold his short pitch. Interest will fade away quickly if the pitch is to long or to complex. And the more remarkable the better.

In both cases he needs to state very clearly and convince the others about your product or service.
In both cases he needs to get the attention and keep the attention.
He needs to be interesting in his sales pitch.
You have no control and no possibility to interfere in this internal sales pitch.

If he stumbles on his wording
- or isn’t capable of describing the problem, the solution or the method to address the problem
- or takes shortcut in his expose nobody understands
- and making the business benefits clear, then you have lost your sales or it will be delayed for a long time. As it will be labeled as “Not interesting”.

So how goes your short sales pitch?

Write it down and make it shorter.
Eliminate the obvious, add the specific.
Make it remarkable in order to have internal promoters or influencers remember it after the meeting with you. This requirement is even more needed for the meeting of your internal promoter or influencer with the CxO or staff members meeting with the CxO.

Just write down your short sales pitch and notice how many sentences it requires.