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Selling AID to Trigger Interest 

Assuming you have been successful with securing the prospect’s attention (and have made the necessary follow-up to build the rapport/relationship to establish trust), you would be able to successfully transit to the second stage of the selling process to make a pitch, or presentation to the prospect.

The key to the successful pitch or presentation lies in your ability to interest the prospect of your products or services’ unique selling point (USP). When products or services are first conceived, the developer would have identified all the USPs as well as the market that would be suitable for it. Not all products are suitable or appeal to every market.

The challenge therefore, is whether you are able to match your products or services USPs to the prospect’s specific interest or needs. For that to happen, some research or background homework regarding your prospect’s situation or interest will need to be done before making any pitch.

Here is an example to illustrate the point. Supposing you are pitching a financial instrument to a retiree, would you be presenting your company’s high yielding financial products, or a program that offers consistent income?

In short, there is no one perfect presentation to fit all market segments. So it’s important to know your prospect and the market that you will be operating in, in order to progress the sales pitch to the next selling stage for closing.

Here are some key questions to help you identify the prospect’s need before making any pitch:

Useful Probing Questions to Uncover Needs
  • What is the most important priority for you (or your company) right now?
  • If you (or your company) are not constraint by budget, what would you like to address first?
  • What are some of the current concerns or challenges that you (or your company) faced, that you wish to be tackled? 
  • What plans do you (or your company) have to advance your current situation to the next level?
  • What is your (or your company) next milestone that will make a big difference for your long term plans?
  • What goals would you (or your company) like to achieve in the next 5 or 10 years? And what do you need to do to get you there?


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