The best pitches are personal.

Like a job applicant’s resume, a sales pitch will go nowhere if it is a boilerplate carbon copy of previous pitches. The best pitches consider the specific needs and desires of the target business — and the human beings behind it.

Sales Pitch: It’s About Them — Not You!

Cookie-cutter sales pitches focus on the product or service that the salesperson is attempting to sell. The sales superstar, on the other hand, tailors each pitch to the unique needs of the target business. The best pitches follow extended periods of research and thoughtful listening, which enables the salesperson to develop empathy that is specific to the buyer’s needs, worries and pain points.

Pitches should be relevant, timely and based on a thorough knowledge of not only the buyer’s process, but the process of the competition — only then can a salesperson set him or herself apart from the pack.

Personalization Beyond the Pitch: An Excellent Time to Shine

A strong, personalized pitch that clearly articulates a value proposition is a good start, but what a salesperson does before and after the pitch, can be just as powerful as the pitch itself.

Actions preceding and following the pitch — just as with the actual meeting — should be based on details gleaned from listening to the target stakeholders. For example, it is common etiquette to send a follow-up card thanking the person for the meeting. When that note, however, contains names and incidents specific to the recipient, it goes far beyond basic etiquette.

Consider the following two examples:

I’d like to thank you for your time this afternoon. I found our meeting to be productive and I look forward to speaking again soon.

Or:

Hello Suzanne,

Thanks so much for your time this afternoon. I hope your holiday in Portugal goes well and I look forward to hearing whether the direct flight was worth the cost. I’ll ring you when you return to discuss things further.

A personal touch not only comes off as warm and friendly, but it demonstrates that you listened, paid attention and took the time to understand the customer and his or her situation.

The same could be applied to personalized action before the meeting. Crafty salespeople could set themselves apart by calling the MD prior the pitch to find out what kind of coffee he or she likes and show up with a small, but meaningful and personal gift. So next time, why not take some biscuits or doughnuts — if nothing else, you may get more airtime than you were initially going to get.

Personalization is not about extravagance. In fact, it is better to keep it simple, not just during the pitch, but with any notes or gifts before or after. Target your customers in a way that is meaningful, thoughtful and that makes your name and face stand out in their mind among your competitors.