Perfecting Your Sales Pitch in Front of an Audience
Congratulations, you have been asked to speak at a local civic organization about your Medical Practice or occupational medicine business. Perhaps you have been invited by a company to come and give a presentation about the services you offer to their employees. Or maybe you are just going to give a small sales presentation to a decision maker about why they should utilize your company for on the job injuries. No matter the reason you have been invited to speak, your success is more than just getting over your fear of public speaking. Your success comes in mastering your sales pitch and converting the time you spend with a group of people into financial profitability.
The 5 Key Components to a Sales Talk
Key 1: Capture with a Great Introduction Did you know that the very first minute of any presentation you give affects the buying mindset of the prospect you are talking to. Whenever possible, have someone in a position of authority within the group you are talking to introduce you. Before you take to the microphone, get a handshake from that person. When this happens, a subconscious transition of power is lent to you. During the introduction you want to focus on introducing what is called the “Yes State”. Sales studies of shown that if you can get your audience to say “yes” to you at least seven times during your talk, it will equate to a sale. So look for ways to create small agreements from the audience from the very beginning because small agreements lead to big agreements at the end. The introduction portion of your speech should answer three questions: 1. Why should the audience listen to your topic? 2. Why is now the time they need to listen to the topic? 3. What credibility do you have on the topic? Key 2: Stories Sell, Facts Tell People purchase results and change, they do not purchase products or services. What stories can you share with the audience that will show them how the services you are offering can change their life? If you are speaking to a large group of people, get away from the podium. Instead, walk around in the audience. Make eye contact with one person. When you connect with one person, you connect with all the people in the room. Key 3: Become a Problem Solver Prior to making your presentation, you should spend time identifying the problems that people have, and then figure out how to solve them. Everyone wants to go from a point of pain to a point of pleasure. Your job is to figure out how to solve their problems. Once you realize that is your job, your realize you are no longer selling your services. Instead, you are simply outlining the parameters and conditions for the services you are providing. Key 4: Educate, Educate, Educate Throughout your presentation, look for ways to incorporate seven success stories that highlight how you have helped others. Remember, people purchase results, not services. Buy sharing seven success stories, you help create the need for people to buy your services, simply through the casual conversation you just had with them. Key 5: Close the Deal If you are speaking to a group, ask ahead of time if you can set-up a table in the back of the room. As you conclude your speech, point to the back of the room inconspicuously, and then let people know you will be available to answer questions about your talk or to sign them up to utilize your services. Implementing these five keys into your presentations will help you become more successful in converting your public speaking opportunities into growth in patient volume for your business. Click here to learn more about Mastering the Sales Funnel with an easy online course, or make plans to join us for live sales training at the Medical Marketing Conference this June at the Disneyland Hotel in Anaheim, California.
Article By: Tina Bell Tina Bell is the Director of Marketing for HealthCARE Express®, where her responsibilities include spearheading the company’s social media and internet strategies, leading the in-house physician recruitment team, and developing aggressive programs to promote patient satisfaction and effective service recovery. Tina speaks nationally at industry conferences including the Medical Practice Association of America and the National Association of Occupational Health Professionals. She is the director of business development for Medical Practice Success and an independent Medical Practice marketing consultant.
