Bad sales pitching is one of the biggest frustrations for today’s buyers. *Gartner has shown that 86% of buyers don’t see a big enough difference between one option and another to pay more for it, proving that the majority of pitches fail to prove their value and differentiate themselves from their competitors. The perfect pitch should teach your client how to buy, clearly differentiate the value of your brand and product, and align with your client’s real challenges. Client’s need a salespersons pitch to address two fundamental needs: trust in the salesperson’s brand and trust that the salesperson truly understands their challenges and is offering a solution that will work for them.
Far too many salespeople launch into sales pitching before they’ve gained a deep understanding of their client’s world. This immediately breaks any trust that the client has in the salesperson and flags to the client that; at best the salesperson doesn’t understand their world and at worst, the salesperson just wants to sell them something. A particularly counterproductive approach, especially when you consider **CEB’s research, which highlights that only 19% of buyers report trusting salespeople. When considering the content of a pitch, the majority of salespeople spend their airtime focusing on the specifications of their solution, rather than the specific needs of their client. This results in a pitch that leaves the client with no clear reason why they should commit and move forward with the sale.