Have you experienced this situation when clients get that glazed look while you explain something? And do you sometimes wonder that much of what you said hasn’t been received? Unfortunately, customers do not listen even if it was important. On the other hand, that is all too human. Our brain is well trained to filter what’s not important in order to protect us from too much information. The consequence: we shut down quickly.
If you use the 3-step-pitch, your information will be delivered in appetizing, well digestible bites. Three pieces of information or three facts are the maximum. And if you practice a bit, you can manage to say what you have to say in 30 to 60 seconds.
Why three? The brain is well able to process up to three pieces of information. Up to three things we can identify as ‘3‘ without counting. If it comes to four, it becomes more difficult. Of course, you don’t count consciously. Never the less, the process in your brain is different and therefore more difficult.
In your sales conversation, it means that you should aim to concentrate on three little steps. You can either enumerate three facts or present your information in three logical steps.
An example of an enumeration:
- Our hand pallet truck is the only one that lifts up to three tons.
- In addition to that, you can lift it up with one stroke, which saves time and power.
- And it has a steering angle of 240º so you can shove it around even inside a truck
If you know by experience which fact works best, place it at the end. That way, it remains in the memory of the customer. The second best argument is placed at the beginning, so it arouses expectations through the so-called priming effect (that sounds good, there must be more). And if there is a weaker point, put it into the middle. That way, it sounds like more even if most likely the client doesn’t remember it.
An example of a logical construction:
- In the past, the product price was the most important thing in this industry
- Today the lifespan goes into consideration too.
- And in the future, more often than not, it will be important to see the total cost of ownership because that is the only way to get a handle on your costs longterm. At this point, we are really good. I suggest we calculate that together.
For this logical construction, there are many variations. Here are a few:
In the past - today - in the future
problem - consequence - solution
problem - solution - implementation
on one side - on the other side - therefor
There are no limits on your fantasy. Find 3-step-pitches for all the topics or arguments you need over and over again.
With a little practice, you will be able to use this 3-step approach spontaneously. And that, by the way, isn’t limited to sales conversations. You can also use it in all other conversations. But it is like it always is: you have to practice. Start now!