The Sales Speech
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ScribdTranslationsMODULE 4
evs
sales and service school
The sales
speech
Purpose of this Module
The purpose of this module titled “The Salesperson” is to provide tips to become an excellent salesperson and tools to make
an effective sale.
The importance of the sales speech.
When it comes to selling, to capture the attention of consumers, having an argument or speech prepared to act is ideal. As an opening line, it can function as a verbal
business card as it will be the first thing a customer will hear when a salesperson meets them.
It can be said that the sales argument is the rule that will dictate the way in which a negotiation will develop. We have already mentioned in previous modules that today's
consumer is more informed. Therefore, knowing how to create and tell a relevant story is essential for the success of a sale.
How to create a sales picth?
Below we will mention some important recommendations for a salesperson to take into account in order to create a sales speech:
1. Adapt the speech according to the client
You must keep in mind that not all clients are the same, each one has different needs and the speech must adjust to them. Therefore, it is important to know what type of
client we are dealing with.
2. Identify the customer's needs and desires.
Because, as we mentioned in the previous point, it is advisable to adapt the speech according to each client, it is important that you identify what their main needs and
desires are so that you can highlight them when speaking with them. You can research previously either on their website, social networks and the Internet and collect
information that may be useful to you.
3. Make an emotional introduction.
It is advisable not to go straight into talking about the product or service you are trying to sell, but rather it is preferable for the customer to feel that they are being talked to.
You can start, for example, by briefly talking about some everyday topic, whether it's local news or related to the potential client's company, which will help connect them and
then fully enter into the sales pitch.
4. Give you a sales focus
When someone looks for a product or service they expect to find a solution to a need which generally comes from a specific problem, therefore it is not about selling for the
sake of selling, the product must be related to what the customer wants, that is focusing. a sale.
evs
sales and service school
MODULE 4 The Sales Speech
Outline for an effective sales pitch
To create a sales speech you need a script, if you are not clear about what you will say, you will not be able to guide the
client to close a sale. Therefore, an effective sales picth requires 5 important steps:
1. Emotional Introduction
You must create an emotional introduction that manages to capture the client's attention. To do so, you must be attentive to
every movement, gesture or word of the person you will approach to connect with their emotions or what excites them.
2. Presentation of the Problem
Then you must make a link between the introduction and the problem that the product you sell must solve. Remember that
you should not focus your speech on the product but on the people who will use that product.
3. Climax in the speech
The climax in a narrative speech is the point of greatest intensity or force after a series of previously narrated events.
Therefore, in your sales speech, the climax is the culminating point of the problem. The client wants you to give them a
solution soon, so the climax should not be so long as the person could get bored, impatient, and then leave.
4. Solution to the problem
This is where our product comes into the picture, providing the solution to the problem that the client wants to solve. This is
where the arguments that support all of the above are given.
5. Inspirational closing
The customer doesn't want you to sell to them, they want you to inspire them, so you shouldn't make the product the hero of
your speech. Rather, you must make the person feel that it can be an important part of their life and thus buy into it.
sales and service school
How to make an effective speech with 3 key elements:
Element 1: Accurate Information.
Don't say more than necessary. Don't try to impress a person with unnecessary information that will only make them lose
interest or make your speech less credible. Write down what you are going to say and then review, so that you are left with
only the information that the other person needs to know, not what you should know or would like to know.
Element 2: Have a structure.
MODULE 4 The Sales Speech
You already know what you have to say, but you need to put your ideas in order. There are several types of structure, and the
choice depends on what you want to generate. A few paragraphs ago we already gave you an outline for creating a sales
picth.
Another scheme to generate a sale is proposed by Simon Sinek, who says that you should start with a why (purpose), since
people do not buy products or services, but ideas and emotions; then mention how the product or service works; and, finally,
it ends by explaining what it is. All this should not take you more than 10 minutes. Avoid monologues when you are in a
conversation, and allow your client to ask you questions and tell you about them.
Element 3: Appropriate language.
We have the false belief that speaking with technical and specialized words will help us gain credibility. The truth is that we
generate distrust when the other cannot understand what we are saying. If you confuse you will not be successful, they will
only change you for someone who can convey their ideas clearly.
Use words that the other can understand and always include examples so that the other understands and imagines what you
are saying. This is essential to ensure that your message is internalized and that people are connected to you and what you
sell.
Element 4: Tell a story, don't sell a product.
Stories work not only because they create an environment in which consumers notice the brand, but also because they have
an impact that goes far beyond simply standing out from other informational messages. A story allows you to create a link
between the consumer and the product you are selling.
An effective speech is one whose message remains current in the minds of those who heard it and a simple story has the
possibility of being accepted and spread by people many times.
Suggestions for
understanding of this Module
Read this module after having watched the audiovisual content.
Read each paragraph carefully and analyze it in depth,
trying to connect it with your personal experience.
This module requires an estimated study time of 1 to 2
hours. It is not just about reading but about understanding the content.