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BizReport : Advertising archives : August 11, 2015

Survey: Most brands don't use 'most effective' sales pitch

When it comes to making a sale, a strategized and steady sales pitch is a must. Which is why new data out from Corporate Visions is surprising - according to their new survey most brands are not using the sales pitches they deem 'most effective'.

by Kristina Knight

"There's a striking contradiction between what marketers and salespeople believe is the most effective pitch approach and what they actually do," said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. "More than 86 percent of companies create pitches that are different than what the largest percentage believe are the most effective. It's a bit alarming to be aware of a better strategy - but not to use it. We've found through our own scientific research that introducing an 'unconsidered need' first in a sales conversation increases messaging effectiveness and has a positive impact on attitude and choice. Both marketers and salespeople must take this approach to content and conversations if they want to successfully stand out with prospects and customers and increase their sales pipelines."

Some interesting takeaways from the Corporate Visions report include:

• 41% of respondents say leading with an 'undiscovered need' makes their pitch different from the competition but only 13% use this strategy
• 47% believe their sales pitches 'are not focused' on the right message
• 17% say their pitches are unique/different from the competition

As to the type of pitches sales and marketing departments believe would be the most unique one-third (31%) say responding to known needs and then to unknown needs was key and 23% say responding to known needs and then introducing value-added capabilities was key.

The pitches these same people say they are using - 46% approach customers' needs and then introduce value-added options while 29% respond to customers' needs and then introduce unconsidered needs.

Image via Shutterstock

Tags: advertising, advertising tips, Corporate Visions, sales pitch

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