The two main ingredients of business success are:
- Having a solid (preferably life-changing) offer to sell, and
- Knowing exactly who your ideal customers are.
Just put #1 in front of #2, and watch the sales flood in… right? Right?
In practice, things are a tad more complicated than that.
See, your prospects don’t know that your product or service is the perfect fit for them — why would they? The awesomeness of your offer might be obvious to you, but never to your target market. So in order to persuade people to buy, you’ll need to do more than just put your solution in front of them.
You’ll have to make an effective sales argument.
As in, something that can take a lead from lukewarm to sizzling hot in the span of one conversation, or one piece of sales copy.
So today, I want to share with you a proven 4-step formula for structuring your sales pitch in a way that:
- Earns the prospect’s attention right out of the gate, and makes them want to keep listening / reading / watching.
- Excites your lead about the future possibilities that your product or service can unlock for them — without getting their guard up.
- Introduces your product or service in a sleaze-free, trustworthy context and makes it seem like the prime solution to your customer’s problem.
- And as a result, makes it easy for a prospect to say yes and take action to convert into a buyer.
Like I said, you can use this formula for your sales calls and any sales copy: emails, landing pages, video scripts — you name it. It’s extremely versatile.
Does this sound like something your business could use? Then let’s break this recipe down, ingredient by ingredient!
Let’s start at the beginning, which also happens to be where marketers and salespeople mess up the most…
Step 1. Speak to where your customers are right now…
As you probably know, you cannot start your sales pitch with the offer. Much like asking someone to marry you on a first date, this is a one-way ticket to the top of someone’s “do not engage” list (pun intended).
Instead, you want to meet people where they are.
And 9 times out of 10, when you meet your customers, they aren’t thinking about your offer — yet. They are thinking about their problem, and wondering what the potential solution could be.
That, right there, is your jumping off point. Before you can convince anyone that your product or service can solve their problem, you have to show that you understand their unique challenges.
If you’re on a sales call, simply ask some thoughtful, open-ended questions for the prospect to answer (you can find some here). Learn as much as you can about their situation, and your customers will have zero doubt that you “get” them.
And what if you’re writing sales copy? Then take some time to describe your customer’s current struggle in their own words. Literally reflect it back at them to show that you know what they’re going through… and you just might have the answer!
Hint: that’s your offer. That’s the answer.
But — before you reveal it, there’s another key step you don’t want to skip.
Step 2. …and then describe where they WANT to be
Alright, so your customer knows that you understand their situation, and their current struggle, intimately. Does that mean that you can roll out your offer, and they will pay attention?
There’s one more thing you want to accomplish first:
Get your prospect excited about the possibility of change.
Actually, “excited” might be too tame a word. You want to get them psyched! On fire (metaphorically)! Absolutely pumped about overcoming their problems and transforming their life for the better!
All that good stuff.
Because, if you can do that, then later you’ll have a much easier time positioning your offer as something your customer needs. Unless they want and need to change, they’ll have no reason to care about your offer.
So let’s do it — let’s get them giddy with possibilities!
For Step 2, you want to emotionally connect your prospect to whatever future they want for themselves. Mentally transport them into the “after” state where their problem has been solved, and they are free to enjoy the benefits and results.
On a sales call, you can accomplish that through a series of thoughtful questions, just like we discussed in Step 1. And for sales copy, use a mix of compelling bullet points and detailed storytelling to “paint the dream” of your prospect’s ideal outcome.
Step 3. Set up your product or service as THE solution…
Okay: you have established point A and point B of your sales argument, a.k.a. the problem and the desired outcome.
It’s time to bridge the gap between them — by revealing to your prospect what can get them from where they are… to where they wanna be. And that vehicle, of course, is your offer!
See? Now that you can discuss your offer in the context of your customer’s problems and goals, it’s going to be much more effective! If you had revealed it any sooner, it would have fallen flat.
Now, here’s what you do to present your product or service in the most persuasive light…
- When you talk about what your offer is, and what it does, connect everything you say to benefits and results that matter to your customer. E.g. don’t just say, “Our accounting software integrates with your bank,” and leave it at that. Instead, say, “Our accounting software securely integrates with your bank, so you can keep track of income and expenses automatically. This will save you time and bring peace of mind, because you’ll always know where each penny goes!”
- Anticipate and get ready to counter objections and concerns. Remember: it’s a good thing your prospect has objections — because it means they are weighing the pros and cons of your offer! Have a plan to address the most common ones and you’ll be golden. Use this article as your guide / cheat sheet.
- Keep referencing your customer’s problems and ultimate goals throughout. The more you can tie your solution back to those things, the more clearly your prospect will see its value. So show them exactly how your product or service will solve their challenges and create the results they want. And don’t forget to provide proof!
And now, for the moment of truth… *wink*
Step 4. …and finally — invite the prospect to take action
After all the groundwork you’ve laid, all the heavy lifting you did, all the rapport and trust you’ve built, making the final ask becomes almost an afterthought.
Usually by this point, your customer knows if they want to say yes or no. So it’s as simple as asking them if they want to do this — and giving them one simple next step to take.
On a sales page or in a sales video, you could ask them to click a button or a link to start the checkout process. On a sales call, you can send them a payment link and walk them through the steps.
Either way, you want to make the next step something ultra-specific and straightforward. The more manageable and clear it seems, the more likely your prospect is to follow through!
(This goes double for sales copy — because at least with a sales conversation, you can course-correct in real time.)
One last tip…
Sometimes, despite your best effort, your customer doesn’t end up at yes or no. Sometimes, they remain a “maybe.” What do you do then?
Well, if it happens while they read your sales copy, give them one last nudge after the call to action — like I show in this article. Mentally take them to the future. Instill them with confidence.
And on a sales call? Just ask them, “Is there anything we haven’t covered that you want more clarity on? If so, I’m happy to discuss it with you. What’s on your mind?” It’s as simple as that.
Let’s create a high-converting sales video for your business
Now that you know how to structure a compelling sales argument, you can leverage this knowledge to create any kind of effective sales content.
And if you want to try producing a sales video, my team would like to help you with that.
Here at The Draw Shop, we know exactly how to structure and create videos designed to convert. And we’d love to make one for your brand!
A great sales video is like a salesperson who promotes your offer 24/7, for as long as you have viewers checking it out. Imagine what an asset like that could do for your business!
Not sure if a sales video is what you need? Don’t worry, we’ve done every type of video content under the sun, not just sales videos. We work our buns off every day for the benefit of our clients to generate results like these:
- Mimic Technologies put a whiteboard explainer video on their homepage – and within 45 days, their revenue for the year exploded by $250,000!
- Harvard Services group leveraged their video to win the prestigious 2012 BSCAI Image Award for “Best Company Website” – handily beating 50,000 competitors.
- Bestselling author Andy Andrews used his video to generate buzz about his new book. The whiteboard animation trailer broke 100,000 views in one week… while his old trailer barely got past 10,000 views in 10 months!
If you want to achieve the same explosive growth in your business, then we’d loooove to help you make it happen.
Let’s talk! To get started, book a free strategy session with one of our video marketing experts. Just click the link below and enter your name and email — and our marketing ninjas will get back to you as soon as possible!