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Sales Pitch 

A sales conversation is a structured interaction between a seller and a potential customer, with the aim of convincing the customer to purchase a product or service. The progression of a sales conversation can vary depending on the industry, product, and the specific needs of the customer, but generally, it follows some key steps.

1. Preparation

A good preparation helps you keep the conversation structured and prevents wasting time on irrelevant information. This results in a more efficient use of time, both for you and the customer. Customers appreciate it when a salesperson is well-prepared. It demonstrates professionalism and a commitment to delivering value to the customer. This can positively influence the perception of you and your product or service.

The following points can serve as a guideline for thorough preparation:

  • Needs and Desires: Understand the specific needs and desires of the customer. What are their goals and challenges? How can your product or service contribute to solving their problems?

  • Current Situation: Gain insight into the current situation of the customer. What are the existing processes, systems, or strategies they currently use? This helps you provide a more personalized approach.

  • Budget and Decision-Making Process: Discover the available budget and understand the decision-making process within the customer's company. Who are the key decision-makers, and what steps do they need to go through before a purchase decision is made?

  • Competition and Alternatives: Be familiar with the competitors and alternatives the customer may be considering. This enables you to differentiate your value proposition and better address their specific needs.

  • Industry and Market Developments: Stay informed about the latest developments in the customer's industry and any trends in the market. This demonstrates that you are well-informed and can add value to their business.

  • Previous Interactions: If there have been previous interactions with the customer, such as previous sales or customer service conversations, ensure that you are aware of this history. This prevents repetition and shows that you value the customer.

  • Personal Preferences: Also, take note of any personal preferences of the customer, such as communication style, preference for specific features, or past experiences with similar products or services.


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2. Introduction

The conversation typically begins with a friendly greeting and establishing a foundation for a positive relationship. The seller introduces themselves, inquires about the customer's name, and strives to create an informal atmosphere.The major risk is spending an excessive amount of time in casual conversation during the introduction and presentation. The goal is to clearly communicate important aspects such as the timing and agenda points of the discussion right from the start. Additionally, inquire explicitly about whether the proposed agenda and timing still match the customer's expectations. Also, ask if there are any additional topics they would like to address.

In essence, the introductory phase of a sales conversation serves as a guiding stage. 

Introduction phase 


A clear Agenda

An agenda provides structure to the conversation and helps both parties remain focused on key topics. This prevents the discussion from veering into irrelevant matters, ensuring efficient interaction.

By sharing the agenda with the customer, you involve them in the conversation, providing an opportunity to address specific topics or concerns they may want to discuss. This contributes to a more collaborative and tailored experience.


Perfect timing 

An agenda aids in managing time. It indicates when specific topics will be discussed, keeping the conversation structured and preventing it from running over. This is crucial to effectively utilize the time of both the seller and the customer.




Presenting a well-thought-out agenda demonstrates professionalism. It shows that the seller values the customer's time and has thoroughly prepared for the conversation, potentially enhancing trust in the seller.

An agenda establishes clear goals for the conversation. This ensures that the seller can present specific information and pose questions directly related to the customer's needs, thereby increasing the likelihood of a successful sale.

3. Needs Analysis


In this phase of the sales process, it is crucial to detect the needs and requirements of the customer through open-ended questions. As a salesperson, you should focus on listening attentively and taking notes. Occasionally posing additional questions for clarification not only aids in understanding the customer but also significantly enhances the customer's perception that you are genuinely interested. So actively listen to the answers and identify potential pain points or challenges that your product or service can solve.


open-ended questions

Open-ended questions are questions that cannot be answered with a simple "yes" or "no." Instead, they encourage potential customers to provide more detailed and expansive responses, allowing for a richer and more in-depth conversation. Open-ended questions are valuable in various contexts, including interviews, surveys, counseling sessions, and, as mentioned earlier, in sales situations. These questions often start with words like

  1. "how,"

  2. "what,"

  3. "why,"

  4. " Where"

  5. "tell me about."

  6. ......

​Open-ended questions foster meaningful communication and provide insights by encouraging people to express their thoughts, feelings, and experiences in more detail. They are particularly useful for gathering information, understanding perspectives, and building rapport in various interactions.


actively listen 

Active listening is a communication skill that involves fully focusing, understanding, and responding to a speaker. It goes beyond just hearing words; it encompasses a deeper level of engagement and attentiveness. Here are key aspects of active listening:

  1. Giving Full Attention: Active listening requires giving your full attention to the speaker. This means putting away distractions, such as smartphones or other devices, and making a conscious effort to focus on what the person is saying.

  2. Showing that You're Listening: Non-verbal cues, such as maintaining eye contact, nodding, and using facial expressions, demonstrate to the speaker that you are actively engaged in the conversation.

  3. Taking notes : The best ways to demonstrate active listening is by taking notes. It truly indicates that you have a genuine interest, and it allows you to later summarize effectively what has been said.

  4. Paraphrasing and Summarizing: Repeating back or summarizing what the speaker has said shows that you are not only listening but also processing and understanding the information. It provides an opportunity for clarification if there are any misunderstandings.

  5. Withholding Judgment: Active listening involves setting aside your own judgments and opinions temporarily. Instead of forming a response while the other person is talking, focus on understanding their perspective first.

  6. Asking Clarifying Questions: If there's something you don't understand or need more information about, asking open-ended and clarifying questions demonstrates your interest and encourages the speaker to elaborate.

  7. Empathizing: Understanding and acknowledging the speaker's feelings and emotions contribute to effective active listening. Empathy involves recognizing and validating the emotions expressed by the speaker.

  8. Avoiding Interrupting: Resist the urge to interrupt or finish the speaker's sentences. Let them express themselves fully before responding.

Active listening:  It fosters better understanding, promotes open communication, and helps build stronger connections between customer en supplier.

4. Presenting the Solution

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Before responding to the potential customer, it is important to apply the power of repetition in the initial phase. You can use the following sentence: "Have I understood correctly that the following points are important to you when considering our products or services?" Summarize what the customer has just told you and limit yourself to that information. Do not provide additional unique selling propositions (USPs) that the customer has not mentioned yet. You can mention them later in the conversation. After listing them, ask for confirmation to ensure you have accurately captured all the points.

Focus on benefits and unique features

Provide real-world examples or case studies that illustrate the positive outcomes customers have experienced by using your product or service. Identify and directly address the pain points or challenges your customers face and Position your product or service as the solution to these specific issues.


Now, go through each enumerated point one by one and relate each to your product or service. Afterward, you can confidently mention that, in addition to the points the customer finds important, there are extra unique selling propositions (USPs) that the customer will likely appreciate. If there are features that your product or service doesn't have but the customer deems important, do not conceal or dismiss them as unimportant. Explain to the customer that this feature or service is not currently available, but express the hope that the other USPs can still persuade them of the high quality of our product or service. Lying is not an option and should be avoided at all times. Honesty is the best policy.

Value proposition

Develop a compelling value proposition that succinctly communicates the unique benefits of your offering.

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