TRANSCRIPTION:
Once you have your initial pitch nailed, there are a number of ways you can improve upon it. I call these turbochargers. You don’t need to include all of these your pitch to have impact but if you can scatter a couple of them in there you will increase the impact that it will have.
URGENCY
The first turbocharger is urgency. It’s important that this doesn’t turn your pitch into a sale or a one-time offer as your pitch has to be evergreen so you can refine it and use it regularly. An example of where you can make your pitch increase urgency is by sharing with the prospect that you’re already oversubscribed and that you only have physical room in your diary to have a few more customers on board.
You can stack additional value on top of your core offerings as well. For example that you personally are going to be helping the prospect along the buying process, and then supporting them after the fact personally. This is particularly important in the world of B2B sales as usually the purchase isn’t just a simple transaction, it requires either installation or ongoing support.
REVERSING THE RISK
The most important turbocharger is reversing the risk. There are a large number of ways you can do this from guarantees, or where deals in which the prospect only pays when they see results.
Things like free trials or loss leaders also reverse the risk the prospect.
Things like free trials or loss leaders also reverse the risk the prospect. If you do this however, it’s important that the prospect is getting some kind of skin in the game otherwise you’ve not really got any commitment from them. Never give away anything of real value completely for free unless there is an immediate paid product associated with it. Otherwise people just don’t value the time you spend with them.
SEAMLESSNESS
Making the process as seamless as possible is also a huge turbocharger from the beta be prospect. Whatever product you’re selling there is always friction to getting started even, if the prospect is uncomfortable with the service that they are using right now, there is still uncertainty as to whether you are really going to be any better.
Making it super easy to sign up and jumped straight in helps alleviate some of this friction.
SCARCITY
The final turbocharger that I like to use is scarcity. We talk more about this in the influence course. This works because people’s brains are wired so that they automatically perceive that value is higher if the resource is harder to get hold of even if it doesn’t make sense in the real economics of things.
Counterintuitively offering your service at a higher price can actually lead to more sales because it gives a higher perceived value of the product or service.
Counter-intuitively offering your service at a higher price can actually lead to more sales because it gives a higher perceived value of the product or service. So, I beg you, please don’t always go in with the lowest price with your initial offer. Remember the prospect only want a fair deal with a high return on investment, especially in the world of B2B sales when the prospect is not spending their own personal money. Basically, take John Kremer’s short but sweet advice: “Don’t sell yourself short. No one will value you.”
Don’t sell yourself short. No one will value you.
John Kremer
Often the price is often less important than what the sales person thinks it is.
