THE REASONS

A good “pitch” is not meant to make a sale, it’s meant to move a discussion forward. The goal is to generate enough interest that someone will want more information. This is different from a traditional “sales pitch,” where the seller forces their ideas onto a prospect.

IMPLEMENTATION

I propose that a good pitch answers the four questions below. These are what I call the “silent objections.” Consumers often ponder these questions when someone is attempting to influence their purchase decisions, and, if left unanswered, consumers will likely decline.

The four questions are:

• What is it? Keep the initial description clear and simple. Confusion will prevent action.
• How is it different? Our brains rely on comparisons to help us make decisions. If we can’t see a difference in value, price becomes our point of comparison.
• How do I know it works? These days, people are numb to claims. Prove it works! Proof always trumps claims.
• Why do I need it? Tie the solution directly to the patient’s stated problem.

This should only take a couple minutes, hopefully leading to the patient saying, “Tell me more.” OM