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Pitch Perfectly 101 – “Closing the Sale”

Wednesday,Jul 30,2014

You walk into a store to buy a mattress. After surveying all the options, you feel as though 2 of them are good contenders. You flag down a sales person and ask for further information and ultimately, their opinion. The salesman answers. Which is the more compelling answer? Answer #1) I recommend the Sealey mattress. It’s memory foam sub-core along with comfort-glide spring system ensure the best night’s sleep possible. It also comes with a 90 day money back guarantee…longer than any other in the industry. Sealey is the #1 brand in the US! Answer #2) Let me tell you, if it were me, I would go with the Sealey. I’ve owned that exact mattress for 5 years now. I’ve never slept so soundly. I wouldn’t replace my Sealey for anything. I absolutely love it…and I have back trouble! If my mattress isn’t just right, I simply don’t sleep. But because of my Sealey, I look forward to crawling into my bed every night! I would never own anything else. If you are like the majority of consumers out there, #2 hit you a whole lot harder than #1. Consumers want to hear from their peers. They want the emotional security of knowing they are buying something that someone else has used and edorses. Buying something new can come with a bit of anxiety…fear of the unknown. If another customer highly recommends the product, it removes much of that fear and mystery. It is the assurance that buyer needs to commit. The final step of any pitch is to close the sale. This happens with 2 components. The first one has just been exemplified. You must tell your listener how your clients feel after doing business with you or buying your product. It is a snippet of brief testimonial. A single sentence will suffice. “My customers feel as though I’ve handed them the best future of sleep they’ve ever had,” or “After using my cleaning service, my customers are blown away by the beauty of their home.” It is the last step in gaining complete emotional buy-in from your listener. You now have one more thing to do: ask for the money. The majority of customers will not reach into their purse or wallet until you have asked them to. This can be accomplished in a marketing video with a statement as simple as “Buy Now” or can be more subtle in a conversation with a statement like: “So, when can I put you on my schedule to get the ball rolling?” Either way, you are asking the person for a decision. Most people will beat around the bush in their own mind unless you ask them for a definitive response. If you have the right person in front of you, if they were meant for your product, if you have structured your pitch well and they were emotionally engaged by your offer, ask for the money. It is the moment where you watch your perfectly refined pitch work its magic and you will know you have done your homework well! by Cory Bergeron more at


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