Commence with questions

• Questions help you engage and strike an insightful conversation with the prospects. It paves the way to understand more about your customer and to position your story accordingly.
  

• Don't exhaust the users with too many questions. Try not to exceed more than 4 questions.
  

Challenges

After gathering the information about the user, the next step is to summarize the problems and challenges that your prospect is struggling with. 

 

Without using the challenge: XYZ CRM is the best solution for all your problems. Whether it is to automate your business operations or to manage your day-to-day critical tasks - XYZ CRM, with its robust and powerful technology, optimises your business seamlessly

 

Enunciating the challenges: As a budding solopreuneur in the real estate industry, I believe that you have to perform various taxing tasks- from listing thousands of properties to invoice generation. It's, not an easy feat. Due to this, you might have to shuffle between multiple tools and spreadsheets to update the information periodically, leaving you very less time to sell.

Tips:

• When addressing their challenges, always be specific and engage them with their real-life day-to-day problems.
  

• Never fan your buyer's negative emotions by over emphasizing the problem and its consequences. A classic example would be a particular clip from the Tommy boy movie where Tommy tries to convince the dealer to use his car brakes but, he gave way too much priority to the problem that ended up in him losing the deal.  His approach intimidated the dealer and fed his negative emotions. 
  

Conclusion

• Adding supportive stats builds credibility on your brand.
  

• Empathizing with your audience creates the most needed human touch. 
  

• Listening is the key. Don't be a monologue but strike a conversation with the buyers. There is a preconception that talking more will make the sale. But it is the other way around. Letting your buyers speak about their challenges helps you to build meaningful connections and to create a story that is more relevant to them. 
  

• To deliver the pitch exceptionally well? You need to practice, practice and practice until you can't get it wrong.
  

• Being empathic is the golden rule. And that's what makes us human.
  

• Control your emotions if the buyer disagrees with you. Don't find ways to prove them wrong, instead, figure out ways to find a common ground.
  

• Don't affect your customer's emotions or cause any emotional pain that might cause cognitive dissonance.