For a new medical sales rep, coming up with a pitch can be the toughest part of the job. Whether or not you’re well-versed on your particular products doesn’t matter if you can’t open the conversation with a pitch that resonates. After all, that product information comes once your initial pitch has finished. Getting to that point is where you’ll need some practice, as well as pulling out your “bag of tricks,” so to speak.
Tips For The Perfect Pitch
The point of a sales pitch is to capture your client’s attention and explain to them why they need your product, all at once. A sales pitch, sometimes referred to as an elevator pitch, needs to flow naturally and culminate quickly before you lose your client’s attention. Continue reading to learn more about how to curate your pitch.
To keep your client’s attention, your initial pitch needs to be less than two minutes long. If it’s any longer, your client may feel as though you’re droning on. However, if your pitch is too short, you may find that you aren’t able to get your point across accurately. Aim for the middle ground of between one and two minutes.
Know Your Audience
Before you start writing your pitch, spend some time researching your clients. What are their pain points? Who makes up their patient base? By putting together some demographics and determining what they need the most, you can tailor your pitch directly to them. They’ll pay attention to you during your pitch because you’re speaking their language and mentioning things that they need. By pointing out how you can help them (notice we said “help” and not “sell,” even though you’re selling products), you’ll get one foot in the door.
Start with a Catchy Introduction
Since you need to capture your client’s attention quickly, you need a catchy introduction. You can start with a fact about your product, a statistic, or anything else that you think will do the job. In the right place, a joke might work as well, as long as it’s tasteful and related to the product or industry. However, you need to make sure that your client will appreciate the joke before doing so. Your introduction should only consist of a short sentence or two since it serves as a method of getting their attention before moving on to the meat of the pitch.
Emphasize the Problem You Solve
You’re in your client’s office not just to sell a product, but also to solve a problem. Your pitch needs to focus on the problem that the product solves. Whether it’s a prescription medication or a new surgical tool, you need to make the benefits of the product clear in your pitch. Spend some time thinking about what your products do, and how you can explain that quickly to your clients, then include that information in the sales pitch.
Provide Clear Information
While you may want to share all of the details of your product in technical jargon, feeling as though that puts you on equal footing with the physicians that you’re speaking with, you also need to know how to describe the product in layman’s terms. After all, you have a limited time to make your initial pitch, and it will be easier to do so (not to mention easier to remember) in standard language, rather than multi-syllabic jargon.
End With a Question
A great open-ended question is the best way to conclude a pitch. This provides your client with an opening to respond. Once they answer your question, it’s time to listen to them. They’ll more than likely have some questions of their own, even if your pitch included as much information as you could fit in your limited time. Be prepared to spend the rest of the appointment getting to know your client and going over the product in more detail.
Connect with Your Client
Your pitch needs to connect with your client. This is why you need to customize each one slightly in order for it to “land” properly. Knowing what your client does and why they need your product are the first steps in connecting with them properly during your sales pitch.
Practice, Practice, Practice
Practice makes perfect. Once you have a pitch prepared, rehearse it! You’ll need to go over it several times, possibly while looking in a mirror to practice your facial expressions while talking to a “person.” After all, you can’t show up to a sales call with notecards in hand and use them while giving them the pitch. You’ll need to have it memorized. The best way to do so is by practicing your pitch over and over until you have it down.
Sales Pitch Dos and Don’ts
Along with all of the tips listed above, there are a number of dos and don’ts that you need to keep in mind while crafting a sales pitch. Some of them include:
- Do spend time asking questions and getting to know your clients.
- Don’t overuse highly technical language to the point where your sales pitch becomes boring.
- Do be prepared to answer questions without having to resort to technical jargon.
- Don’t be afraid to say “I’m not sure, let me find out” if you don’t know the answer to a question.
- Do remember to bring all of your sales literature with you, including prices.
- Don’t be afraid to give your client some time to think things over before giving you an answer.
- Do make a note to follow up with them after giving your pitch, if they request some time to think.
It can take some time to learn how to craft the perfect sales pitch, and you should expect to have a few “no’s” or failures before you’ve gotten the hang of it. The trick lies in continuing on, no matter what happens. After some practice and plenty of fine-tuning, you’ll have a pitch or two that work and can be customized slightly for each client. Because in sales, customization is key!