2 min read

Tailoring Your Sales Pitch to Customers' Needs

By Ryan Eudy on Mar 18, 2015 4:08:55 AM

Topics: Sales
Tailoring Your Sales Pitch to Customers’ Needs - ej4 Blog.jpg

Without the work of your sales team, your company wouldn't get much business. In fact, this is probably why you have a strong interest in providing your sales staff with highly effective training that improves their skills and helps them seal new accounts. Here at ej4, we know you want to invest in your sales team, so we've included a number of skills-boosting videos in our library of off-the-shelf eLearning courseware. Each video in the sales category is specific, outlining topics your team needs to learn. For example, we cover ways to pitch sales to clients. Today, let's go over how to tailor a pitch so it addresses clients' needs.

Tell the Client's Story

"The main focus of a sales pitch should be the client."

Your company's story, how it came to be and why it's great today may seem like important bits of information to you, and they are. However, when your team custom tailors its sales pitch, the main focus of the conversation should be the client. This theme should be the main focus throughout the meeting and be infused in everything you say. For instance, you can address where your client is now and where they can be once they use your products - give the client a vision for the future that gets them excited.

Target Pain Points

Your sales team must always do its research before entering a sales pitch. Doing so will give them crucial information about the client's background. They should also use that knowledge to drive the conversation. More specifically, the salesperson should address the issues his or her client is having. Does the client lack a marketing strategy? What about their strategy needs help? Get specific in your sales pitch, pointing out where they need your company's help. Then, explain exactly how your company can make improvements and what a partnership could do for them.

Walk the Walk

Don't just tell clients how your company can fix their problems - show them. Come to the sales pitch armed with demonstrations, facts and figures. You can even demonstrate your company's offerings using your clients' pain points. That way, the people in the meeting can envision what their future looks like with your company. You basically want to show that you're not selling smoke and mirrors: You're selling a proven system or product that can absolutely help the client.

Listen, Feel and Just Talk

Some people make decisions based on evidence and logic while others look to their feelings and intuition. Target each type of person, as there are bound to be both in your client's party. Draw on their emotions by painting the big picture and sharing a grand vision you can help them accomplish. Target the logical people by showing data and giving examples of what you've done for other clients.

Just as important is how you deliver information. Don't look at your sales pitch as a speech, but rather a conversation. When you have a conversation with someone, you listen carefully to what they say, then respond. Do the same in your sales pitch, and keep the tone approachable, helpful and caring.

Tailoring a pitch to every individual client is one tool your sales team needs. They can learn that skill and many others to help boost their numbers and abilities through targeted training. And that's where ej4's award-winning sales content comes in.


Ryan Eudy

Written by Ryan Eudy

Chief Executive Officer Since joining ej4 in 2005, Ryan has operated in every facet of the business. It is this experience that Ryan utilizes to manage ej4’s daily operations. Ryan offers innovative solutions and has a unique understanding of matching client needs with the right performance improvement tools to change targeted behaviors.