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May 13, 2022

Sales Science Series #2: Customizing Your Pitch

Speaker at Business Conference and Presentation. Audience at the conference hall.

You’ve asked the right questions and found out what’s most important to your client when it comes to their channel letter needs. Now, it’s time to give a customized pitch that addresses those needs. While it may seem easier to give the same pitch for every client, 95% of customers go with vendors that present content that’s relevant to their specific situation. Building a unique pitch that explains how our channel letters can deliver the client’s must-have features is key. 

Narrow it Down

While it may be tempting to list off all the reasons why our channel letters are perfect for your client, don’t. You just asked the customer about what they care most about, so use your newfound knowledge to focus on the features that are most important to them. Do they care about long-term cost savings and visibility the most? Great. Use those to build a pitch, and leave out other details, like remote control abilities. Telling your customer about a few things they really care about in detail is more likely to help you close the sale than giving them a laundry list of irrelevant features. 

Highlight the Benefits, not the Features 

Customers care more about what your product can do for them than about the product itself. Reading off a list of features, even if they’re relevant to the client’s needs, doesn’t help the customer see the benefit of buying the product. Instead, focus on the results the client will get from purchasing the channel letters. 


Instead of saying “Our channel letters use long-lasting LED lights,” try something like “Our LED lights can last up to 10 years, which saves you a lot of time and money in replacement costs compared to neon.” Change the benefits to meet the client’s needs. For example, if the client cares about being environmentally-friendly, emphasize the environmental benefits of using LED lights. 

Use your Competitive Advantage 

After you’ve presented the customer with the result, be sure to sweeten the deal by talking up your competitive advantage. Think about what your company does best and emphasize it. Do you have the most experienced staffers? Point out the quality of work they’ll bring to the installation. Do you specialize in the type of signage you’re pitching? Highlight your company’s expertise. You’ll show the customer the benefit of buying your product and assure them they’re choosing the right company for the job. 


Wonder what comes next? Check back soon to read the next installment in our Sales Science Series to learn how to overcome objections.

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