A man searches on Amazon for the latest noise-cancelling headphones. He finds one he really likes. He loves the cool design and the color. And he orders it. When he tells his wife about the great deal he got, he reminds her that the next day shipping is free.
This is a simple example of how an emotional decision or purchase gets backed up with logical justification.
As humans we do this all the time. In fact, I would argue that we are not logical, intelligent beings at all. We are emotional, irrational animals that happen to have a brain we can use to back up our nonsensical decisions with some sort of logic.
But that is a theory for another time.
Every good salesperson knows we buy based on emotions that we then justify with reasoning.
Yesterday, I gave you five emotional components necessary to deliver a successful sale pitch to your audience. They are the most critical part of your sales presentation. But we should also address the right side of the audience’s brains. (Or is it the left? I can never remember.)
So today, let’s get logical. What are the areas of a normal presentation we need to “enhance” to give our audience the logic to validate their emotional decisions.
Here we go.
First. We should justify the value of their purchase or investment. What you are asking of them has to, in their minds, have value equal to or greater than the cost. This can be a list of features that would separately cost much more than your offer. Or it could be a comparison of how much time and money it will save versus the price. On some level it has to make sense. Not necessarily too much sense but some.
Second. Somewhere in our introduction, our bio or comments we should establish our credentials. Why should they believe and trust us?
Third. Use testimonials from others who have used your product or service. We are social animals. Testimonials as social proof are a great way to help audience members build logical arguments in their minds for a commitment.
Fourth. Discuss their concerns and objections before they do. From your deep research into your audience you should know what they feel anxious about. If those anxieties are going to get in the way, you should bring them up and address them. These roadblocks are already on their minds — don’t let them fester.
Fifth. Consider a guarantee. Remove as much risk from their investment as you can.
A couple of final points:
My personal style is to be upfront with my presentation’s goal. I would encourage you to tell them right from the start what you want from your audience – a sale, a commitment, continued engagement. Whatever that is, don’t let that be a surprise later on. Your credibility will suffer if you are not completely honest.
Finally, make sure you deliver a strong close or call to action. After you have touched their emotions and made your logical case tell them exactly what you want them to do. Be specific and detailed.
So there you have it. A strong “sales pitch” is just a normal presentation with a little steroid application: Amp up their pain. Show them a wonderful world with your solution. Build a logical case and then nail the closing.
No plaid suit necessary.
Does your presentation need some enhanced mojo? Go here: https://ready2speak.com/coaching
Tom
