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Argumentaire de vente : Définition & guide complet pour le bâtir
What makes a good sales pitch?
An effective sales pitch responds to the buyer's needs and creates the desire to buy the product/service being marketed. To be successful, the sales pitch must meet certain criteria:
1. Identifies the buyer's context and challenges
Un bon argumentaire de vente intègre un certain nombre de questions permettant de cerner le contexte et les enjeux de l’acheteur. Le commercial pourra ainsi être pertinent dans son approche commerciale et faciliter la projection de son interlocuteur dans son acte d’achat. C’est souvent lors d’un entretien commercial que l’on doit identifier le profil psychologique du client potentiel et comprendre ses motivations profondes.
2. It facilitates a customized approach based on the buyer's profile and organization.
Un argumentaire de vente efficace est personnalisé et passe par une étape de recherche d’information en amont du rendez-vous. Ce travail de préparation sur le profil de l’acheteur et son organisation facilitera la personnalisation de l’approche du commercial lors de ses rendez-vous. Le fait de connaître la gamme de produits de la concurrence et d’avoir une bonne connaissance des produits que vous vendez est un moyen efficace d’adapter vos arguments commerciaux.
3. The salesperson can easily appropriate it
Un argumentaire de vente doit être clair et bien structuré pour que le commercial puisse le maîtriser et enrichir son discours naturellement. La facilité avec laquelle le commercial s’approprie l’argumentaire de vente contribue à une communication fluide et à une présentation commerciale convaincante. Une phrase d’accroche bien choisie peut immédiatement faire bonne impression sur le futur client.
4. It provides a solution to the buyer's problem
L’argumentaire de vente du commercial doit s’articuler autour de la problématique de l’acheteur afin de l’engager dans l’argumentation, le captiver puis le conduire vers une décision d’achat éclairée. Penser à adapter votre pitch commercial pour chaque prospect en fonction de ses besoins et de son profil psychologique.
5 common mistakes to avoid in a sales pitch
1. Deliver your pitch in monologue mode
Une vente c’est avant tout un échange entre deux personnes : l’acheteur et le commercial. Imaginez l’allure du rendez-vous si le commercial impose son pitch sans prendre le temps de s’intéresser à l’acheteur et lui poser des questions ouvertes. Il y a de fortes chances que la vente échoue !
2. Failing to anticipate and prepare responses to buyer objections
Not knowing how to respond to the buyer's objections can discredit the salesperson's approach and jeopardize all the argumentation work done so far. By anticipating the buyer's objections and answering them with conviction, the salesperson can give greater impact to his or her sales pitch and increase the chances of closing the sale.
3. Argument for argument's sake
When it comes to sales, quantity does not equal quality, and an inappropriate quantity of arguments often results in a loss of attention. One thing to avoid in any sales pitch is recitation or enumeration! Stating all your prepared arguments in a row without any logic is never a good thing in a sales negotiation. For an argument to be meaningful to the buyer, it must be chosen according to the context of the exchange, and delivered at the right time, depending on the meeting situation.
4. Stick to technical or functional arguments
Le maitre mot est d’adapter son discours commercial en fonction de son interlocuteur, il en est donc de même pour le choix des arguments qui seront utilisés et leur nature. Les arguments d’ordre technique seront utilisés avec parcimonie et pour rassurer un acheteur la plupart du temps, sauf dans le cas d’un acheteur technique où ils devront être plus largement utilisés. Dans tous les cas, les arguments de types techniques et/ou fonctionnels ne devront pas être utilisés seuls mais associés à d’autres types d’arguments (personnalisés par rapport à un usage, témoignages/références, angle financier…).
5. Stop at the sales pitch
Don't limit yourself to simply presenting thesales pitch, but rather enrich it by illustrating your points with concrete examples (e.g.: the introduction of a "Best sellers" label on our flagship product range enabled us to increase sales by 3%). The use of concrete examples provides a context for your argumentation and reinforces the buyer's confidence in the sales pitch used. They can then better project themselves and understand the subject at hand.
How do you build an effective sales pitch?
1. Identify the buyer's context and issues
Cette étape consiste à déterminer si l’acheteur correspond à votre cible client idéal et s’il a des chances d’en devenir un nouveau. Pour le savoir, il est nécessaire de le questionner afin de comprendre ses enjeux et définir son contexte d’achat potentiel (type d’usage, nombre de personnes…). Qualifier cette problématique présente d’autres avantages, notamment le fait de ne pas perdre de temps avec des interlocuteurs hors cibles et permettre au commercial de savoir s’il est opportun d’avancer davantage dans le cycle de vente. Lors de cet entretien commercial, c’est souvent utile de présenter une fiche produit synthétique pour donner une vision précise des offres et ainsi proposer la meilleure option.
2. Understanding the buyer's profile and decision-making process
During the sales pitch, the salesperson will need to focus on the buyer's profile and what will trigger the sale: What makes the buyer choose one product over another? Do they already have an in-house solution? What motivates them to buy? Is he the decision-maker? Who are the stakeholders involved and the final decision-makers? Is the decision made in France, or at headquarters abroad? All these questions are essential, as they will enable you to develop your sales pitch logically.
3. Deliver the right message at the right time
The day of the meeting with the buyer has arrived! All the conditions are in place for a successful sale, but the salesperson is struggling to be effective in his or her argumentation. Here are a few tips that can help:
- Don't stop at simply presenting the sales pitch, but give it strength with concrete examples.
- Avoid arguing too quickly, and give the buyer time to process the information that has been shared with him.
- Make the sales pitch your own, and pass it on naturally to the buyer. Stay true to yourself and avoid repeating the script as it is.
- As the exchange progresses, the salesperson will be able to identify the right moment to put forward his or her arguments, thanks to active listening.
4. Handling objections
Il n’y a pas de bonnes ou de mauvaises objections. Elles témoignent du fait que l’acheteur est engagé dans le processus de décision et tente de se projeter avec la solution. L’idée est de bien comprendre d’où vient l’objection et s’assurer qu’elle est bien comprise. Le commercial pourra par la suite dérouler une bonne argumentation complémentaire et contrôler si l’objection a bien été levée auprès de l’acheteur.
The different methods for a successful sales pitch
1. The CAB method
The CAB method is a sales technique that helps structure the salesperson's discourse to give him or her greater impact in arguing with the buyer. The CAB acronym is broken down into 3 elements:
Characteristics: These concern all the intrinsic attributes of the product. It's a kind of rational way of talking about the product/service.
ex = The Salesapps application works in 100% Offline mode.
Advantages: Advantages represent the positive points that features bring to the product. This step also highlights why your offer is better than the competition's.
ex = Salesapps' 100% Offline operation guarantees the salesperson up-to-date content, accessible whatever the conditions of the appointment.
Benefits: They represent the real reason why the buyer decides to buy a product/service. It can be summed up by the following question: what will the product actually do for the buyer that will change his or her life?
ex = The Salesapps application puts the salesperson in the right conditions for a successful meeting.
2. The SONCASE method
The SONCASE method uses the buyer's dominant psychological traits to determine his or her buying motivations. This method provides the salesperson with valuable information on the psychology of the buyer and his or her environment, enabling him or her to develop the right sales pitch during meetings.
There are 7 psychological traits:
| Security | This type of buyer fears risk and needs reassurance. |
| Pride | This type of buyer wants to stand out and be better than the rest. |
| New | This type of buyer is fond of novelty and is not afraid of change. |
| Comfort | The type of buyer who doesn't like to leave his comfort zone. |
| Silver | This type of buyer is interested in price and will seek to reduce costs. |
| Sympathy | This type of buyer is open to dialogue and needs to feel confident. |
| Ecology | This type of buyer is a committed and vigilant consumer. |
Sales Enablement to reinforce the sales pitch
When it comes to helping salespeople improve their sales pitch, Sales Enablement is undoubtedly the best tool for the sales force.
1. Contextualized sales approaches to support the salesperson's sales pitch
The Sales Enablement application is designed to follow the flow of the appointment. Because content is integrated into intuitive sales paths, sales reps are better equipped to contextualize their approach. As a result, they can personalize their sales pitch, be more persuasive and sell more in appointments.
2. Content formats to stimulate exchange and create an immersive sales experience
The variety of embedded content (document, image, video, 3D realization...) in the application reinforces the animation of the salesperson's discourse, offering the buyer an interactive and immersive sales experience. In this way, the salesperson can create a bond, engage and hold the buyer's attention, reinforcing his or her ability to convey the right arguments at the right time to influence the sale positively.
3. An image-driven interface that facilitates up-selling and cross-selling.
Le storytelling est un excellent moyen pour captiver l’acheteur autour de l’argumentaire de vente du commercial. Les contenus marketing mis à sa disposition lui permettent de sublimer son discours en présentant visuellement son entreprise et son offre de manière personnalisée à chaque acheteur. Le commercial peut ainsi créer une écoute active chez son interlocuteur, ce qui renforce la compréhension de son argumentaire de vente. La fonctionnalité « documents liés » offrira par ailleurs au commercial la possibilité de rebondir facilement lors de son échange avec l’acheteur pour développer son approche de cross-selling ou de l’up-selling. Il sera alors plus convaincant pour appuyer ses propos ou contre argumenter des objections.
4. Training: functionalities to quickly master sales pitches in an appointment situation
The Salesapps "Training" feature enables salespeople to put themselves in the right situation, learn the right pitches and master the right arguments, so they can use them at the right moment during the meeting. The salesperson uses the right argument at the right time, and is able to steer the sale in the desired direction.
5. Training: Quizzes to evaluate and challenge your knowledge in a fun and ongoing way
Le format d’apprentissage avec les « Quiz » permet de créer des parcours de formation et d’accélérer la montée en compétences des nouveaux entrants comme de tous les commerciaux lors des lancements de produits ou services. Cette approche de formation ludique et complète permet de tester et renforcer en continu les connaissances de la force de vente autour de différentes thématiques (connaissance des produits /clients, mise en avant/opération promotionnelle, merchandising, se présenter en clientèle…). Le commercial est confiant dans ses propos et est capable de répondre du tac au tac aux questions de l’acheteur.
FAQ
What's a sales pitch?
The sales pitch is the salesperson's sales pitch. It encompasses all the arguments needed to guide a buyer towards a purchasing decision. A good sales pitch helps to understand the buyer's issues, makes it easier to personalize the approach according to the buyer and his organization, provides solutions to the buyer's problems and helps him to project himself in his decision-making process.
How do you write a sales pitch?
In terms of the methods used, SONCASE and CAB remain the most common for writing an effective sales pitch. The salesperson can also use the QQOQPC method to discover the buyer's needs and expectations. Once written, the sales pitch can be uploaded to Sales Enablement's sales solution, so that the sales force can practice and get to grips with the right pitch before entering the negotiation phase with the buyer.
How do you write a quality sales pitch?
There are 4 key steps to writing a sales pitch, the first of which is to qualify the buyer's problem. The second step is to understand the buyer's typical profile and decision-making process. Finally, you need to know how to deliver the right sales pitch at the right time, and how to deal with the buyer's objections.
How do you present a sales pitch?
Beyond the structure of thesales pitch, Sales Enablement's application is an innovative solution offering features to help you quickly master sales pitches in an appointment situation, an interface that proves through images, different content formats and contextualized sales approaches to hit the bull's eye with the buyer.
What are the most common mistakes in a sales pitch?
Use a sales monologue, don't anticipate the buyer's objections or ask questions during the meeting, argue in all directions and stick to technical/functional arguments and don't give concrete examples to complete the sales pitch.
