Ending your sales pitch on the right note can make the difference between a successful sale and walking away empty handed.
Having a strong ending to your sales pitch will convey a sense of urgency — leading to the prospect being eager to take action. In this article, we share a few tried-and-tested techniques for ending a sales pitch in a way that is compelling and highly motivational for the prospect.
Finish with results
Using a case study as a part of your sales pitch can make it much more compelling for a prospect. Case studies are effective because they give the prospects a clear indication of the results they may achieve if they purchase your product or service.
If you have decided to use a case study, open the sales pitch by discussing the problems that the subject of the case study is facing. Then, conclude the pitch with the results that the subject of the case study obtained. The prospect will be impressed by the results that were achieved in the case study, leaving them with proof that your product or service works.
As always — try to make the case study resemble your prospect as closely as possible. Attempt to identify the challenges or opportunities that your prospect faces and use them in the case study. This will keep the prospect interested in the case study’s outcome.
Challenge the prospect to do something
Ideally, a sales pitch should end in a way that immediately compels the prospect to take action. One of the simplest ways to get them to do something is to demand it with a statement or question. At the end of the pitch, ask a question like:
“Are you ready to move forward and dramatically increase your company’s bottom line?”.
Of course, this kind of approach should be used with caution — you should avoid insulting the prospect’s current situation or their past decision-making. A slightly less aggressive variation is to invite the prospect to join others on a journey. Use a statement like:
“Our company has more than 500 satisfied customers who are using our product to boost their revenue. Are you ready to join them?”
End the pitch with a quote that inspires action
A thought-provoking or inspirational quote might be all you need to get the prospect over the line. Ideally, use a quote that relates to the concerns of the prospect or which provides them with a sense of urgency. Here are a couple of quotes to give you some inspiration:
“In the middle of every difficulty lies opportunity.” – Albert Einstein
“All progress takes place outside the comfort zone.” – Michael John Bobak
“The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time.” – Henry Ford
“Opportunities don’t happen. You create them.” – Chris Grosser
“It is not your customer’s job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you.” – Patricia Fripp
Pre-empt any objections
If you are about to finish the sales pitch but you can sense that the prospect is not convinced about the value of your proposition, ask them why.
Use an open-ended question like:
“Let me ask you, if you did not buy today, what would be your reason?”
In many cases, you will be able to address their concerns and make the sale. Even if you can’t address their concerns, you are still obtaining extremely useful information that may help you improve your sales pitch in the future.
Avoid taboo sales words
There are certain innocuous terms which have a negative connotation when used in a sales pitch. This is particularly true when you are concluding your sales pitch, as the words you use will persist in the prospect’s mind. Some of the words you should avoid include:
- Price, Cost
Don’t make them think of the expense of the transaction. Use words like “investment” instead. Instead of “you can buy this today”, use “you can own this today”
Don’t remind them that there are other vendors selling similar products
- Cheap, Discount
These words can devalue your offer, making the prospect think it is less valuable
- Probably, Hope, Maybe, Perhaps
They want to hear about certainties, not about possibilities.
A contract has a sense of finality to it and people are hesitant to sign binding contracts. Instead, use words like “Agreement” or “Partnership”
The now-or-never close
This technique certainly adds a sense of urgency if the prospect is interested in your offer. Just be careful with the now-or-never close, it can backfire if the prospect doesn’t appreciate having pressure applied.
The best approach is to use a sweetener. So, instead of saying “This is your last chance because the price is going up next week”, say:
“If you move forward with our solution today, I can upgrade you to the pro version for free”.
They will see an opportunity instead of a penalty.