Hey there, can I sell you something? If you’re like most people, that question made you cringe.

Let’s face it… Nobody likes the feeling of being ‘sold to’ and that’s why most of us avoid salespeople – We avoid the expected sales pitch. The experience of being pitched can make us feel annoyed, suspicious, turned off, and ready to shut the door, hang up the phone, or walk away.

When I say “sales pitch”, what do you think of? Nothing positive… Especially if you are picturing a salesperson at your door. The salesperson can’t take a hint that you aren’t interested but will not take no for an answer.

No wonder most of us have become experts at tuning out anything that even sounds like it might be a sales pitch.

However, to succeed in business we need sales professionals.

For instance, when you want to grow your business but struggle with time. You cannot spend all your time on the phone qualifying or answering questions…
 
Face it: if you’re exhausted, rushing to make the sale and get to the next call, you can quickly piss many potential clients off?

Given most people’s past experiences with sleazy and pushy salespeople, it’s understandable that we tend to shut down when a sales pitch begins.

A16_How-To-Deliver-A-Sales-Pitch-Unreceptive-Crowd-02-OPTIMIZED

It’s understandable that there is a negative perception of salespeople.

So, how can you deliver a sales pitch without pissing people off?

First, we need to understand what people hate about salespeople, and why.

We’ll discuss some of the things you definitely should not do as a salesperson unless you like pissing people off. Then, I’ll give you some strategies to build positive relationships with your prospects. And more importantly, develop a successful sales pitch without offending them.

Achieving your sales goals requires people skills and good intuition so that you’re selling to the right people at the right time. You’ll also need a strong moral compass, and you’ll need to know how to read a room. Finally, you’ll need me to tell you about my key principles in closing high-ticket sales. So, let’s start off by going over what not to do – the sales pitch “don’t”s.

Don’t Sell Someone Something They Do Not Need

The number one way to piss someone off with your sales pitch is to deliver your pitch to someone who does not need your product or service. In order to avoid pissing people off, you have to sell to the right people. The right people to sell to are those who actually need your service and will benefit from it. 

Smart sales professional positions themselves and the product or service from the very beginning. They’ve qualified their prospect, and the need is already there. That’s why great sales professionals don’t need to be pushy or manipulative. Good sales professionals look for the need, and their pitch is the solution to that need.

Smart salespeople never find themselves having to create the need for their product or service during their sales pitch. They’ve qualified their prospect, and the need is already there. Click To Tweet

You don’t want anyone you close to have buyer’s remorse, do you? No. You want satisfied customers who are happy with their purchases.

A16_How-To-Deliver-A-Sales-Pitch-Graphic-04-OPTIMIZED

Selling to people who don’t need your product or service will only stir up negative associations of you and your company, promising you a bad reputation. Click To Tweet

Don’t Sell To Someone Who is Vulnerable

Remember, how it’s crucial to have good intuition as a salesperson and to sell to the right people?

When it is evident your prospect is vulnerable to persuasion, it’s not ethical to sell them when the product won’t help them.
Do not take advantage of vulnerable people.
Can you see, how pushing someone to buy when they are not your ideal customer can set you back with refunds, poor reviews, or worse legal action?

Don’t Smooth-Talk, Manipulate or Coerce

Don’t want to be one of those slimy, icky, immoral, dirty-dealing salespeople? Then don’t smooth-talk, manipulate or coerce your prospects. Even if those dirty tricks work on them, they will resent you for selling to them in a way that made them feel uncomfortable. And they will harbor negative feelings about you, your company, and your brand.

The Perfect Closing Script

Don’t Make Big Promises

There’s nothing worse than a salesperson who over-promises and under-delivers. The rule of thumb in sales is always under-promise and over-deliver. That’s because very few things ruin your reputation more than a false promise.

If you made a big promise and then you didn’t follow through or didn’t deliver, you’re in trouble. Similarly, you can’t make a big claim about your business model if the claim isn’t truthful.

Very few things ruin your reputation more than a false promise. Click To Tweet

Don’t Use a Narrow Viewpoint

I want you to imagine that you own a car detailing business. A narrow viewpoint in a sales pitch would involve something like, “I’m going to make your car look amazing!”, and that’s about it.

The broader perspective in your sales pitch involves a broader array of benefits, such as:

“You’re going to impress the heck out of your date” or, “You will be much more professional once you driving this car.”

Your prospect will realize all the benefits of having a detailed car, and the business model becomes bigger than itself.

Now that we’ve covered some important “don’t”s in sales, let’s move on to some of the strategies for developing a sales pitch that works.

A16_How-To-Deliver-A-Sales-Pitch-Graphic-01-OPTIMIZED

Believe in Your Offer

You must believe in the product or service you are selling. If you don’t believe in your own offer, then whether you agree you become attached to the sale – which makes a sleazy salesman.

Assuming that you believe in the value of what you’re offering, you can show up with that genuine belief in your product or service, and that authenticity will be attractive to your prospect. That authenticity doesn’t exist unless you believe in what you’re selling.

Use the principle of reciprocity: when you are freely giving and offering something to your customer, they are more likely to respond positively to your offer. Reciprocity is the practice of exchanging things with others for mutual benefits, such as the exchange of monetary compensation for a much-needed product or service.

Ask yourself this: Do you care about your customers? And if so, do you believe that your product or service will make a positive difference in their lives?

If the answer is “No”, then you have two options: You can take years of acting classes until you are immorally able to fake your belief in your own product, or you can go back to the drawing board to re-evaluate your product. The latter is the more ethical and strategic path. A successful business model relies on a product or service that you believe in.

If you don’t believe in your own offer, well, then you really are a sleazy salesman. Click To Tweet

Humanize Your Prospect

Treat your prospect as a human – it sounds like that should go without saying, right? Especially considering the fact that they are, in fact, human.

You’d be surprised, however, at how some salespeople treat their prospects. If you want to deliver a sales pitch to someone without pissing someone off, it’s important to humanize your prospect. Don’t think of them as a paycheck. Instead, form a genuine relationship with them and make an effort to connect on a personal level.

You can do this by building rapport and getting to know them on a personal level a little bit, before starting your sales pitch. Don’t treat the interaction like a transaction.

Transactional selling is slimy. You need to ask them some questions about themselves. Ask about their kids, or ask about their travel plans. Anything that shows you’re making an effort to treat them like a person.

Someone who is just after a sale probably wouldn’t make much effort to connect on a personal level, and that’s why you suddenly won’t feel like a typical salesperson to them. In sales, your ability to build authentic relationships with your prospects is what sets you apart. 

Prospects can truly feel it whenever someone is just thinking of them as a cash grab. If you fail to humanize your sales pitch, they will feel suspicious of this and your pitch will turn them off.

In sales, your ability to build authentic relationships with your prospects is what sets you apart. Click To Tweet

Know That Building Rapport Is Not About Sucking Up

In sales, a common understanding is the importance of building rapport with your prospects. A common mistake, however, is thinking that the best way to build rapport is to suck up to them.

Let me tell you something: Your prospect will get pissed off if you start to suck up. Your prospect can see right through the disingenuous, over-the-top compliments or overly friendly persona that you present. It’s obvious when you’re sucking up versus demonstrating a genuine interest in them as a person.

A16_How-To-Deliver-A-Sales-Pitch-Building-Rapport-01-OPTIMIZED

Kissing their ass comes across as manipulation. It’s sleazy. The people you are selling to are smart and can see right through your ass-kissing tactics. That’s why you have to be genuine. Prospects can sense whenever someone is just after a sale and doesn’t really care about them.

Genuine rapport is built from asking genuine questions and listening to their answers, empathizing with their challenges, using your sense of humor to make them laugh, using their name often throughout the conversation, and discovering common interests.

Remain Unattached to the Outcome

Do you know how they say sharks can smell fear? Well, your prospect can smell that desperation for a sale, or that fear of rejection, which is what you are presenting when you’re attached to the outcome of your sales pitch.

This is why it’s crucial to remain cool, calm, and collected – and unattached to the outcome. When a salesperson is aggressive in their rebuttals or using every trick in the book to manipulate the prospect because they’re desperate to close, do you know what happens? The prospect often doesn’t want to give them a sale – even if they like the sound of the offer.

Don’t let yourself start a sales pitch if you’re feeling desperate for a sale, fearful of rejection, or attached to the outcome. If you do, you might start using sleazy pressure tactics that will turn off your prospect for good.

Don't let yourself start a sales pitch if you’re feeling desperate for a sale, fearful of rejection, or attached to the outcome. Click To Tweet

Objection Handling Secrets For Succeeding In High-Ticket Sales

What’s in the Details?

If you’re going to be delivering your sales pitch in person, all of the details matter. Your personal hygiene, what you decide to wear, your body language, and how tidy your office is are all important forms of nonverbal communication.

All of these examples of nonverbal communication are communicating a lot of things to your prospect. Your tidy office, your clean hair, your good posture, and your nice suit all convey confidence, composure, and success.

It even matters how clean your car is, because what if your prospect happens to see you pull up in a dirty-looking car?

All of these small details come together to form a big picture, and you want that big picture to look like success.

A16_How-To-Deliver-A-Sales-Pitch-Graphic-02-OPTIMIZED

How to Read the Room

Sometimes, you’ll have an opportunity to deliver a sales pitch at a business event, a luncheon, or somewhere you didn’t even expect to have the opportunity to pitch.

Being able to read people – and being able to read a room – will help you deliver your sales pitch without pissing people off. The best time to pitch is right around the time when it feels like everybody loves you. People are laughing at your jokes, engaging with you, and nobody looks tired, bored, or distracted.

You can generally tell from people’s eye contact (if they aren’t avoiding looking at you) and body language (if they’re leaning in and acting interested) when people are interested in you, and what you have to say.

When reading the room, you can also be cognizant of timing. Do people have other places to be? Are people getting hungry, and perhaps leaving soon to eat? If so, don’t wait too long to start pitching.

Why do you think people hate telemarketers so much? Because they cold-call at inconvenient times. Good salespeople know the importance of making sure it’s a good time to pitch, and not just pitching at their own leisure. Whether that’s by reading a room or allowing their prospects to schedule a time that works, smart salespeople respect the importance of timing.

How To Memorize Your Sales Pitch

Stumbling over your words and forgetting what you wanted to say is sure to annoy your prospect. That’s why you should memorize your sales pitch. It’s ok if you memorize a ‘script’, as long as it doesn’t sound scripted. You can memorize your pitch by practicing out loud in front of a mirror, or practicing with friends.

Salespeople have a routine similar to that of a stand-up comedian. Just like in stand-up comedy, if a comedian’s joke gets an especially enthusiastic response from the audience and lots of laughs, they’ll remember to add that joke to their regular routine.

If that joke got a laugh in Seattle, it’ll probably get a laugh in Vancouver, too. In sales, if a line works, the salesperson will often use that same line again and again. It becomes part of their pitch.

However, it’s also important to remember what tone to use and to be consistent with your attitude. A comedian might not get any laughs if he delivers that winning joke with the wrong attitude. In sales, your attitude matters a lot.

When it comes to memorizing your sales pitch, remembering the sequence helps. Imagine you are hiking up a mountain. The top of the mountain is the close. That’s the final step. But step 1 might be rapport-building questions, and step 2 might be finding out your prospect’s challenges, etc.

Effective steps for a successful sales pitch:

1: Rapport-building small talk

2: Ask open-ended questions to discover their pain points/challenges

3: Value statement – clearly convey the value of your offer

4: Validation – explain what makes you different, and share any validating industry achievements

5: Customer stories – give an example of what you did for one of your happy customers

6: Ask your prospect about their goals

7: Close

Part of delivering a sales pitch is also knowing how to respond to different kinds of objections from your prospects.

Why Common Perceptions of Salespeople Matter

You might be wondering why it matters what the common perceptions of salespeople are. It matters because you need to know what your prospect might be expecting.

There’s no question that there is generally a very negative public perception of salespeople, and most of us don’t like the feeling of being sold to. You need to be able to offer a different feeling to your customers and set yourself apart.

There’s no question that many of your prospects are cynical and suspicious. They are expecting your sales pitch to match their past experiences of aggressive, slimy, sleazy, pushy, and obnoxious salespeople.

Here’s the good news: If you can surprise your prospects and show them that the way you operate is not what they are used to, then you have a great chance at closing even the most cynical of prospects. Providing them with a new and pleasant experience opens the door for you to make a sale and build a positive, lasting relationship with your customers.

There’s no question that there is generally a very negative public perception of salespeople, and most of us don’t like the feeling of being sold to. Click To Tweet

A16_How-To-Deliver-A-Sales-Pitchconsultant-vs-traditional-salesperson-OPTIMIZED

Why Prospects Appreciate Consultative Selling

Consultative selling is a more comfortable experience for your prospect because it involves a sales professional acting as a patient, trusted advisor, and consultant.

Unlike traditional selling, consultative selling sales professionals are strategic in what questions they ask.

Here are 5 ways to consultative selling:

1: Research prospect, have they purchased before and if so what, etc.

2: Ask open-ended questions, respond when necessary, and ensure the prospects feel understood.

3: Listen to their prospects’ needs, wants, goals, challenges, and desires.

4: Inform the prospect of how your product or service can support their goals or remove a problem they are having.

5: Close them if they are a good fit.

Consultative selling is a relationship-based approach. So, by following these 5 simple steps, your prospect will feel like they know, like, and trust you. Increasing your chances of a close because they will believe you have their best interests at heart.
 
While the traditional salesman talks fast and about the features of the product or service.
 
Traditional salespeople are focused on selling their product, rather than focusing on their prospect’s desires. That’s why prospects often find traditional salespeople ‘slimy’. 
 
Master the art of consultative selling, and the sales pitch experience will be more enjoyable for your prospects, leading to a higher close rate. The best part? Because your prospect has done most of the talking, they’ll feel as though they’ve come to the decision to buy on their own. They won’t feel ‘sold to’. And that’s a nice feeling.
 
Now you understand why so many High-Ticket Closers use the consultative selling technique, because of how effective it is.
Traditional salespeople are focused on selling their product, rather than focused on deciphering their prospect’s desires. That’s why prospects often find traditional salespeople ‘slimy’. Click To Tweet

Summary

Sometimes, pushy and unethical sales tactics work. That’s right. Bad salespeople often get sales. But the buyer usually has a bad taste in their mouth.

Perhaps they bought a product or service simply to get the annoying salesman to go away. Or maybe they got manipulated, pressured or coerced into buying something they didn’t actually need. The bad salesman made a sale, but at what cost? What happens now to his reputation?

Will his customers be likely to recommend his product or service to others? Will his customers be likely to buy again? Probably not. That’s why you don’t want to be this type of pushy, manipulative, sleazy salesman.

You want to learn how to deliver a sales pitch without pissing people off so that your customers feel good about buying from you. This way, you’ll build a great reputation for yourself as an entrepreneur, and you’ll get word-of-mouth clients and repeat customers.

Relying on old-school, sleazy sales tactics will not get you where you want to be. Yes, bad sales tactics sometimes work – but for long-term success in the business world, you need to learn how to sell to people without pissing them off. Your customers will love you for it, and you won’t have to feel like a huckster, a slime-ball, or a fraud.

Dan Lok's Persuasion Secrets