Most people associate “sales pitch” with a pushy salesperson trying to manipulate you into buying something. In reality, this isn’t a very accurate description, but the fact remains that a pushy message isn’t often well received. Instead of pushing your message onto potential buyers, John Livesay, interviewed by John Golden, explores ways to pitch, not push.
This expert sales interview explores the secret to pitching, including:
- The importance of storytelling
- Unspoken buyer questions
- How to answer the unspoken buyer questions
The Secret to Pitching:
The whole secret to pitching, and not pushing, is to become a storyteller. Stories pull people in, as opposed to pushing people out, which is what makes them stand out as a unique tactic. “Storytelling is so powerful because it’s in our DNA. Back around the caveman days, we’d set around a fire an tell stories. Now we do it through technology,” said Livesay. There is a biological basis for why storytelling is effective. The left side of the brain is number based and more analytical. When you make a pushy pitch and say, here is why you should buy this, you’re analyzing. But, if you’re telling a story, buyers relax and move towards the right side of their brain where storytelling and emotional engagement happen. “You process the information differently. You start with an emotion, then back it up with logic. Storytelling is that emotional hook,” said Livesay.
Unspoken Buyer Questions:
There are a few unspoken questions that people have when listening to a pitch. Often, the prospect won’t ask these questions outright, but if you’re telling a good story, then you’re going to answer them. The three questions are: Do I trust you? Do I like you? And, will this work for me? Answering these questions for the buyer helps them feel comfortable, and encourages them to make a purchase.
Do I trust you?:
This question is more of a gut thing. “The handshake came about just to show that we didn’t have a weapon,” said Livesay. “So, if you’re in sales and trying to get someone to trust you, credibility, not exaggerating, and making eye contact are all essential parts of creating trust.”
Do I like you?
Moving from the gut to the heart carries us from exploring trust to exploring like or dislike. The best way to increase your likeability is by increasing your empathy. “Put yourself in the other person’s shoes, and having language that matches theirs shows that you see things from their perspective,” said Livesay.
Will this work for me?
This question is the most logical. It’s really where the storytelling comes in. If you can share a story that peaks the buyer’s attention and tells of someone else that you’ve helped that has bought your product or service, you have an advantage. If the buyer sees themselves in the customers in your story, you’re telling them, my product or service will work for you.
For more details on how to answer the unspoken buyer questions, and understanding the secret to pitching, watch the expert sales interview!
About Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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