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Sales Techniques: Could you improve your pitch patter?

Sales Techniques: Could you improve your pitch patter?
25th October 2017 Amy
Sales techniques - ways to improve. Image of empty boardroom table

Sales Techniques: Could you improve your pitch patter?

Working as a sales professional can be challenging. You are always adapting, and learning from your environment and audience. What are the easiest ways to make sure you’re staying ahead of the curve, and how can you improve your sales technique?



The easiest and most effective way to increase your confidence regarding your product (or service), is by understanding it better. Learn everything there is to know about it; including how it works and what makes it different from that offered by your competitors. By identifying the Unique Selling Points (USPs) that differentiate your company from the rest of the market, you will be significantly better-positioned when it comes to discussing the benefits to potential new customers. It’ll also help you to overcome any objections and make your pitch appear more credible.


In addition to increasing your understanding and knowledge of the thing you’re selling, it’s important that the confidence you have in your own ability increases too. Confidence comes from within, but there are a number of things you can do to help when you aren’t feeling on top of your game. Whether it’s putting on that brand new suit, making sure you rehearse your pitch incessantly or simply making sure you’re smiling, there are many ways that you can create some faux-confidence.



Once you’ve mastered your product and perfected the strategies for boosting your confidence, the next step is to know your customer better. What is the biggest problem they’re facing in their business right now, and how can your product or service make that go-away? Once you take away all of the sales-patter and bravado, all your potential client wants to know is the answer to that question.  Understanding the problems your potential client is facing and utilising them as part of your sales pitch should be the focus of your process. The easiest way to do that is to make sure you’re listening.


However, empathising with their challenges is not enough, you need to fully engage with your customer on every front. Knowing what makes them tick will help you sell to them more efficiently, and gaining their trust is the first step towards that. A simple way to do this is by utilising your existing relationships. Using stories of happy, successful and satisfied customers as examples of the quality of your product (or service) will help your prospective customer feel more comfortable working with you. This will work particularly well if you can use a customer who is relevant to your prospect; maybe the same size, target audience or industry. Therefore, it’s not just important to nurture your new relationships, but those with existing customers too. They are an invaluable source of return business, but also glowing recommendations too.



The majority of companies will have a guideline for the structure of their sales process but that shouldn’t stop you being creative and adding your personal flair to it. Not only will this make the process feel more natural but should also boost your confidence during delivery due to it feeling more familiar. Break down your sales process into key areas of conversion, and tweak any areas of concern on a case-by-case basis. Some areas may require a complete re-think whilst others may only require a slight change in language. Your ability to reflect and adapt to issues you’re facing will be key to your success.



Your pitch won’t be 100% perfect every time and certainly, during the period you are tweaking, modifying and adapting your pitch there will be mistakes. What’s imperative is your ability to learn from them. In addition, tailoring your delivery to your audience is also recommended. Get to know your audience and what they are looking to achieve, what interests them and of course, what they don’t like. What’s the most important thing for them? For example, you may have constructed a pitch around how cost-effective your solution is, but if your potential client is more concerned with quality of product over its cost, you may need a re-think. Making sure you learn from the errors you make along the way will help you be a better sales professional in the end.



Whilst you’re refining your skills and increasing your confidence, sticking to your sales pitch is an integral part of your development. However, it’s important to realise that as soon as elements of your approach stop working, it’s time for a change. In order to maximise your potential success, your pitch should always be evolving and changing. This will allow you to never miss out on an opportunity. Adapting your selling skills is a lifelong education, and you should never assume you know it all. Doing things that challenge you is not only important for your pitch, but equally will engage you further within your role and keep you interested. As a result, your success as a sales professional will increase.


Looking for more information on perfecting your abilities as a sales professional? Check out our article on the six key attributes of successful sales people here.