Why are some sales pitches more persuasive than others? Are
the salespeople just naturally more convincing, or do they
know secrets about creating a sales pitch that the rest of
Well, in most cases, convincing salespeople use special
elements within their pitches to help increase their
persuasiveness. These elements are not heavily guarded
secrets, though they are not commonly discussed in general
Two of the most overlooked and forgotten elements to an
effective sales pitch are:
1. The Visualization Step
2. The Call-to-action
Each element is easy to create and incredibly persuasive if
VISUALIZATION STEP - PUT THE BUYER IN THE PICTURE
A Visualization Step is a sentence (or two) which helps the
potential customer imagine or visualize what would happen if
they did, or did not, do what you are trying to persuade
them to do.
People think in pictures, not words. It's so much easier to
explain something with a picture than it is with a set of
Just think about the last time you put together a piece of
furniture or constructed a toy for a child's birthday gift.
Which was more helpful to putting the item together
correctly: the picture of the item on the box or the printed
directions? Of course, it was the picture.
Let's look at an example of how you could use a
visualization step while selling a new product - SuperPrint.
"Imagine how much better your life would be if you used the
new SuperPrint product to handle all your printing needs -
not only could you reduce your printing budget by up to 68%,
you could also cut your printing time in half! What would
you do with all the extra money in your budget or the
additional time in your day?"
This example helps encourage the potential buyer to envision
her life if she did what you wanted her to do - buy the
SuperPrint product. She should start imaging herself doing
the things she just can't seem to find the time for - like
reading, taking a seminar, or working on a new project.
In fact, to help solidify the image in her mind, get answers
from the potential client on what she would do with the
extra time or money gained by not using other slower, more
expensive printers. Once the customer uses her own words to
explain what would happen with the additional time or money,
she is more likely to buy, buy, buy.
=======>>> "If you had an additional two hours a week, what
would you do?"
=======>>> "If you had an additional $1,000 a month in your
budget, how would you spend it?"
=======>> How would an additional $1,000 a month help your
This approach makes it personal to the potential customer
and her unique situation. If she uses the new SuperPrint
product, she'll have more money and more time. What could
be better than that?
Let's look at another example, one where you have to
persuade someone to give something up for nothing. This
tough sales situation is one that non-profit organizations
deal with all the time.
You work for a charitable organization that works to raise
awareness about the need to donate blood. Your job is to
increase the amount of blood which is donated every month,
and therefore, you obviously want more people to be
persuaded to give blood.
You need to create a Visualization Step that will cause the
potential donors to think about all the wonderful things
that would happen if they did give blood, or all of the
terrible things that would happen if they did not give
The visualization could sound something like:
"Think about your mother... brother... daughter... niece....
What if they were in an accident and badly needed blood for
a life-saving operation, but there wasn't enough blood
available for them to have this operation because too few
people donated blood? Donating blood could save the life of
someone you care about."
"If they don't donate blood, perhaps someone close to them
may die. If they do donate blood, someone close to them may
Let's use selling a house as a third example.
As the potential buyer wanders through the house, you can
use the Visualization Step to get him to begin imaging what
life would be like if he were to live in the house.
The potential buyer tells you he's a consultant and author
and that he's looking for a house where he can set up a home
As you go through the house with the potential buyer, ask
him, "Where would you put your office in this house?"
As he answers, he will start imagining where his office will
be, where he will put his desk, and where he will set up his
Once he answers you, ask him why he chose that particular
room for his office.
This will make him think about his office in greater detail,
imagining working in the office, looking out the window, and
writing his next best seller.
How can you use a Visualization Step to help persuade your
CALL-TO-ACTION - TELL THE BUYER WHAT TO DO
In addition to a Visualization Step, you also need a Call-
to-action in your persuasive speech. This is the easiest,
yet most forgotten part of a persuasion speech.
A Call-to-action is simply telling the potential buyer
exactly what you expect him to do once you finish your
pitch. It should be a simple, unambiguous statement which
causes the buyer to act.
For example, referring back to the sales pitch on blood
donation, a Call-to-action could sound something like:
"Go to your nearest blood bank and donate blood today."
Referring to the SuperPrint product speech, the Call-to-
action could be:
"Call the phone number today to order your SuperPrint
product and start saving money and time!"
Referring to the house sale:
"Let's put in an offer now."
Each of these elements are effective by themselves but work
much more effectively when used together. So many
salespeople use only one of these two elements and miss
opportunities to sell their product or service simply
because the didn't get the potential client to imagine
themselves using the item or didn't ask for the sale.
Get your potential buyer to visualize what their life would
be like if they did (or did not) do what you want them to
do, then hit them with the Call-to-action. If you use them
effectively and together, your close ratio should increase
as well as your commission check!
Kirstin Carey is a consultant, award winning speaker, and author of "PowHERful Communications for Women Who Want to be Heard." As a woman business owner, Kirstin fully understands what is necessary for women to be successful entrepreneurs. To find out how you too can love your business everyday and live the entrepreneurial life you want, visit http://www.powherful.com