Prepare your argumentation for a commercial speech with the Eedwardian:
Step 1: preparation of the argument
Who writes your sales pitch?
It is obvious that the person who writes your sales pitch know your products or services and your area on the tip of a finger, but is it sufficient?
The idea is to give your sales pitch to an expert marketing, accustomed to such a task and has fluency in writing. Naturally, SMEs do not always have an as employee in their workforce. If you need to write only your argument, consider integrating others into the drafting process: two opinions are better than one!
Ideally, surround yourself with someone who could use the product, and someone who has some sensitivity to writing. Your sales force must also play a decisive role in the suggestion of arguments and ideas headlights since it is she who will be required to use the document.
What do your sales pitch?
Each rationale must go through stages headlights presentation, defence and development of the product. The first part must relate to the performance of your product: a quick argument that presents the basics of the product and its interest, and will allow the commercial to introduce the product to its prospects.
Follows a phase of response to frequently asked questions, intended to fill the interrogations of the prospect by reliable and efficient sales arguments. Finally, the argument goes through the swipe of any objections from the candidate, which is designed to convert his doubts in reasons to buy!
How to write my arguments?
Before drafting your arguments, it is important to consider the needs of your customers. An argument is ineffective if it does not respond to a direct need of the client. An argument must prove that your product complies with one of the issues of the prospect, and so that it is beneficial.
It is also important to show to the prospect that it is important for him to buy your product at the most quickly. Even if you have persuaded him the interest of the product and that it promises a future purchase, there is every chance forget you quickly or is reclaimed by the competition.
What should I put in my arguments?
Your prospect will not only buy a product as if it were his races: he will doing business with your company, trust yourself, engage with you. Therefore, think about including this concept in your sales pitch.
Here are the different points to highlight in your argument:
> The characteristics of your product
Base remains, of course, the sale of your product. Your arguments will, therefore, focus mostly on the qualities of your product, its specifications.
The characteristics of your commercial offer
Beyond that, it is also important to communicate with your commercial service: delivery times, the speed of customer service, commercial availability, etc.
The characteristics of your company
Play on the age of your business. If it has several years of the expertise of your team on the human aspect is an SME on the side “proximity” If you are close to your prospect, on the policy of your company.
What are the different types of arguments?
There are two main types of arguments that it is important to alternate:
The factual arguments
It is a serious argument, which relate only to your product, its features, its appearance. This is to highlight one of the technical characteristics of the product and show that it fills a need for the prospect. The factual arguments are often simple, it is important to advance them, but they are usually not enough to convince a prospect.
This type of argument is much more convincing because it directly involves the prospect. The emotional argument is not a fact, but a feeling, a sense of your product. It comes to touch the heartstrings of the prospect, including by putting it in a position in your demonstration.
Those there can add a last method of argumentation, comparison with the competition:
The competitive arguments
It is this time to compare your product or service than the competition and demonstrate what your offer is the best: cheaper, more efficient, more developed… This step is critical if your prospect has already worked with your competitors. He comes here to persuade him to change the provider, is better be persuasive because he takes a risk by working with new people!
However do not accumulate the competitive arguments. You are there first and foremost for you interest in your prospect and your product. If you carefully destroy the competition, we will have the impression that it is the only asset you have to highlight.
Step 2: The drafting of the argument
Introduction to the argument
Such a step may want to enumerate the specifications of your offer, as could your sheets. It would be a mistake!
The prospect is not silly and is well capable of reading only these features! On the other hand, you do not use your commercial for stupidly present your products. No! The important thing is to capture the attention of the prospect and encourage him to listen to your offer subsequently. You do not, therefore, present a product, but a lack or need for your customer that the product could fill.
Nothing beats an image or a representation of this lack. Define him an unpleasant situation to which it is or might be faced, and present him with its solution: your product!
Essentials for this step, you will understand, is to know the shortages and the problems of your prospects before knowing your offers. You should also know your bid in a few clear sentences: what is the use of your product, and what is its added value compared to the competition?
First part: the argument
The introduction you will be allowed to capture the attention of the prospect that, directly facing one of its problems, expected of you that you were engaged him a solution. It is not so to say ‘my product is made to help you’, but to prove it! It is in this part of the presentation of the product that you déroulerez a series of practical arguments.
The real question is: what is a compelling argument? ”
The compelling argument is one that is demonstrated, proven. Two important things to determine the effectiveness of an argument: it must be accurate, and demonstrated. “My product is the best” is thus the worst cases, because it lacks precision (best compared to what? best in what field?) and evidence (why is it the best?). It is, therefore, important to draw up a series of precise, proven arguments, and directly affect the prospect. “My product you can be five times faster in the treatment of your needs, as these comparative tests have shown”.
Remember to highlight three or four arguments lighthouses: those which distinguish your product from the competition, and, therefore, make a safe value. These arguments will be your iron of lance and will enable you to differentiate your offering from those of others.
Second part: the summary of the argument
The presentation of the arguments ended. It is important to quickly return on all of the above ideas, on the one hand to show your prospect the entirety of the benefits of your offer. On the other side to verify that he had understood them correctly and to involve it in your speech, show him your consideration. In the drafting of your argument, it thinks that this phase is designed to bring a first application to the client, which will be integrated with the purchasing process without pushing it.
This period ends hence not ‘you buy my product?’ However, by let me prepare you a quote! However, the argument is far from over. There are all chances that the prospect is still skeptical at this stage; that is why you need to prepare a third part of the argument: questions and answers
Part IV: response to questions
Let’s be clear, a prospect that takes the time you formulate his questions is an interested prospect. Your argument has intrigued him; it is now to persuade him.
The arguments must, therefore, contain the most frequently asked questions, which mainly relate to the product and its use, so of course the answers. During the phase of preparation of issues and responses, remember not to overdo. If the prospect a mainly technical issue, it is unnecessary it to advance any argument to respond. Naturally present the product at its best, in subtle ways, but don’t push dubious flying when it comes to giving a simple answer.
Part five: response to objections
However, the questions do not often come; objections sometimes accompany them. The objections of a prospect are born either weakness or inconsistency in your argument or brakes of purchases that make the skeptical prospect.
The phase of answers to objections. In the drafting of your argument, is ideal to identify flaws in your argument, and lift the too easy to contradict arguments, or allow to highlight a flaw of the product. Do not stretch the stick to beat: If you find a questionable case in argument, return to it, edit it or delete it.
It is also important to list the different brakes on purchase so as to provide a reasoned and efficient response. The brakes on purchases will often cover the price of the product, or its usefulness, know therefore demonstrate the benefits that the product will bring to the prospect. Be as clear and as precise as possible, referring to numbers or experiences of former clients, who face the same problems as your prospect, were very satisfied with the solution you made them.
The argument is partly finished, but it remains to be the final blow!
To finally convince the prospect, it is important to list in conclusion different “assurances” that will reassure him about your offer. You can remind him here the brand of the product, which can be quality assurance, or the possibility of return you the product within one week if it is not completely satisfied.
In an interview, this phase must naturally lead to a new request to the point. To convince him, it may be important to keep some arguments below the elbow. Not hesitate to specify your sales reps to use such and such minor argument, but who can make a difference in this conclusion.
In the drafting of your argument, clearly establish a hierarchy between the various cases. You can also imagine a frame of maintenance, commercial fit according to their personality and how they operate.
Moreover, you, what are your techniques to prepare your arguments? What are the arguments that convince you best? Share your experience!