Much like a batter in baseball who is awaiting a pitch, your client knows your pitch is going to come at some point. The trick is to make it easier for the client (and yourself) by giving your client a ‘verbal wind up’ so they are prepared for it. When they can ‘see’ the pitch coming they are more tuned in and listen more closely. As such, your client tends to better understand and evaluate your offer which in turn, reduces sales resistance in the form of smokescreen objections. Of course, what it really does is increase your odds of making the sale.
Here’s a nifty little way to position your presentation and your close: tell your client that you’re going to pitch them before you pitch them.
So, like a pitcher on the mound, the idea is for you to go through a routine so that your batter (client) know the ball is about to be thrown. The verbal wind-up is easy and consists of two elements.
Part I: Summarize & Verify
First, summarize the client’s situation and pain points that you uncovered in your questioning phase, and then verify the summary to ensure that the client agrees. For instance,
“Sandi, let me summarize your situation as I understand it. You indicated that _______ (list your findings). Is that correct?
Part II: Tell Them You’re Going to Pitch
Second, literally tell the client you’re going to pitch them by using this trigger phrase:
“Okay…based on what you’ve told me here’s the pitch …<pause>.
Use these precise words. Because it uses the baseball pitch metaphor, it tends to sound a little more casual and easy-going; less business-like. This tends to reduce buyer anxiety and makes the client a little more receptive to your message. Be sure to pause for a second or two so your client can digest the thought. Then present your product offer and ask for the sale or appointment.
Don’t be deceived by the simplicity of the technique. The verbal wind up is one of those persuasive and influential phrases that work exceedingly well in any situation, particularly in telesales.
Not only does your client benefit from its use but you do as well. For most reps, there is a degree of anxiety at the moment of closing. It stems from a variety of reasons not the least of which is the fear of rejection. Using the pitch as a quick preamble to your offer and close often helps relieve the anxiety. It removes the pretense of ‘selling.’ It provides an easy-going, no-nonsense method of letting the customer know what’s coming next. They know. You know.
Give it a shot!
By: Jim Domanski, Consultant to Lead Generators International
President, LGI Sales & Marketing Group Inc.