Jimmy Crabb

Let’s say you’ve decided to launch an email campaign or start making cold calls, but you’re new to writing your own sales pitch scripts. Aside from hiring a marketing service, you can craft your own sales pitches by following these simple guidelines: First impressions are everything in sales; you’ve probably got about three seconds to convince your potential client that you are worth their time and consideration. If you are making cold calls, be sure to be ready to speak the second they answer the phone. If you are preparing a written sales pitch, check your spelling and punctuation and use a professional sales copy template.

Personalize. Pay attention to cues as to who your customer is and what he or she may need. Don’t use automated phone sales services; the pause gives the customer the feeling that he or she is just one more sales call, which makes most people hang up before you even get to speak. Use a sincere tone and ask questions regarding what the customer needs. Offer solutions that will truly benefit that specific customer.

Don’t beat around the bush. Respect the value of your customer’s time. You need to show your value immediately, so you’ll want to cut your sales script down to bare bones so you deliver pure value, right away. Be concise and clear. Put off discussing details until you are deeper in the sales process.

Preserve your customer’s dignity by softening the pitch. Soft sales—emphasizing the establishment of a personal relationship and the practical benefits received by the potential customer—work best. Do anything you can to avoid sounding like a schmaltzy used car salesman.

Be sure to provide adequate order and contact information. Be sure to provide simple contact and order information. When making cold calls, ask for essential contact information upfront and offer to send information via multiple mediums so they have an electronic copy (email) if they lose a printed (and mailed) piece, and vice versa, just in case they are old school and aren’t so technically savvy.

Hopefully you’ll now be equipped to craft your own effective sales pitches.