In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Greg Rosner, CEO and Founder of PitchKitchen, a company that helps to fix bad sales presentations and websites that do not make their product the hero. They discuss how to refine a sales pitch and place the prospect at the center of the discussion.

You’ll learn:

* How to ask questions and create conversations that allow a prospect to own their decision rather than being told what their position should be. 

* How to present and position the before and the after to solidify the sale. 

* Why it’s important to audit your sales pitch. Not only can it help your salespeople learn what works and what doesn’t, but it can help marketing spot gaps in prospect perceptions. 

Sales pitches – some area great, some are terrible, and you have likely had every conversation between both ends of the spectrum.

Greg Rosner, CEO and Founder of the PitchKitchen, says the mistake companies are having is that they’re focused too much on selling feature after feature and not practicing true empathy.

“Too many salespeople love to talk and tell prospective customers what they should do,” he says. “But the best salespeople are the ones who ask the right questions, in the right way, at the right time, rather than spraying their messaging and hoping it sticks.”

Greg joined the AMP Up Your Digital Marketing podcast to talk about how to refine the sales pitch and what it takes to gain true buy-in from a prospect.

What is the conversation folks are having with prospects that goes above feature, feature, feature?

Adjust Your Sales Pitch for Tactical Empathy

With sales and sales pitches, you need what Chris Voss calls tactical empathy.

Too many salespeople love to talk and tell people what they should do. But the best salespeople are the ones who ask the right questions, in the right way, at the right time, and to the right people, rather than spraying their message and hoping it sticks.

You need to come into every conversation having some degree of who these people are and what issues they might face. The fault in many salespeople, and even CEO’s, is that they make a lot of assumptions. They deny the reality that people are going to believe in the things that they themselves decide and not the things you tell them.

Even if you do understand their situation and you know exactly what they need to do to be successful, you cannot tell them this. They need to come to that conclusion on their own.

So what does a solid sales pitch look like? You’ve likely already experienced one without ever knowing you were being pitched.

Say you go to a doctor and you tell him or her your symptoms and that you’re not feeling well. They listen to what you have to say, take one look at you and question you very little, before handing you a script for a medication to take care of your ailment. Sound like a familiar experience?

Now, say you go to another doctor and tell them the same thing – here are the symptoms and you’re not feeling well. The doctor then asks, “are you waking up around 2 AM with pain when you move your eyes around?” You answer, yes. Then the doctor asks additional questions that continue to hit a nerve, to which you’re nodding your head yes, you’re thinking “How did you know that?” After 10-15 minutes of that doctor asking questions that hit a nerve, and truly understanding your problem, the doctor writes you a script.

Now you have two scripts – Doctor A and Doctor B – which do you...