Sales pitches are shortcuts that save time and don’t require thinking. They’re the stock-in-trade of salespeople, rolling off the tongue easily and unconsciously. They once worked well with customers, but not so much today.
Here are some of them:
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“How can I help you?” This one gets top billing on the list, and deservedly so. It’s leftover from the last century, when customers needed assistance and relied on salespeople and marketers, as well as the iconic Sears catalog, to point them in the right direction, followed by the ubiquitous shopping mall. While the former is long gone, the latter is fast going dark.
The role of salespeople and marketers is no longer that of a guide, directing customers to what they want to sell them. Those who make sales are coaches, who take the time to figure what’s in the customer’s best interest.
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“We are the competition.” While it may work for Ferrari, this one is nothing more than a self-serving attempt to raise the “look no further” flag. A company that believes it’s out in front of the pack can back up the claim by comparing their product or service so customers can make that judgment for themselves.
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“I have just what you’re looking for.” Rather than attempting to engage customers, it’s more akin to browbeating than anything else. On top of that, it’s repulsive and demeaning to customers.
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“We’ve been in business for 37 years.” There was a time when longevity made a compelling statement for customers, sending a message of stability and that somebody was doing something right. Not now. In fact, it may be just the opposite in the customer’s mind, as companies merge, fail, and, more likely, fall behind.
Old is out. Today, customers flock to startups, the new, and the innovative, particularly if the CEO is 23, not 63.
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“You’re going to love this.” Whether it’s a house, an engagement ring, or a refrigerator, telling customers what to think can mean trouble. It’s demeaning, particularly when a stranger, such as a salesperson, does it.
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“You’ll never do better than this price.” Sure, everyone in marketing and sales is justifiably concerned with price, more so every day. But that’s no excuse for arrogantly announcing to customers that they’re, in effect, stupid not to buy from you.
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“Time is running out. Once they’re gone, they’re gone.” Yes, and you might want to throw in “Order now. Only 11 in stock.” Scarcity gets attention, as psychologists tell us. We balk at losing something we already have for the possibility of greater gain. This can help explain the appeal of mutual funds versus buying individual stocks.
Yet, we also don’t want to lose something we don’t have, particularly if it’s in scarce supply. While there are takers, the more thoughtful and better-informed buyers say, “Thanks, but no thanks.”
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“I can see you know what you like.” Customers want to be treated with respect, but today’s customers avoid manipulation by fake praise that’s designed to create a “bond” with the salesperson. Instead of dwelling on ways to get the sale, it’s far better to focus on listening thoughtfully to what a customer says and the questions they ask.
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“I don’t know how long that’s going to be available.” Playing games with customers destroys buyer confidence and can have long-term negative consequences. No one wants to be played for a fool.
Thoughtful salespeople and marketers are aware of the words they use with customers. Do they send the right message? Are they helpful in closing more sales? Or, are they repeated endlessly without thought or meaning?
John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. Contact him at jgraham@grahamcomm.com.
