One of the most telling differences between a sales pitch and a sales conversation is this: With a sales pitch you write your story ahead of time, even before you meet with your customer. When you ditch the pitch and create a sales conversation, you let the story emerge as you gather input and create a collaborative dialogue.
Talking about this, a friend said, “Giving a sales pitch is like exhaling without inhaling.” I loved that. We can’t breathe without inhaling first, and we can’t have a real sales conversation unless we let input from our customers affect what we say.
Consider also that exhaling is known as expiration, and inhaling is known as inspiration. Ditch the pitch, and let your customers words, actions and situation inspire you to create an engaging, productive sales conversation that brings you and your customer closer together.
P.S. Here’s a post of mine published yesterday on tompeters.com. Is super-targeted, personalized web marketing making people want to buy, or is it making them feel like they’re being stalked?