How do you convince customers to sell

The sales pitch in sales - this is how you convince your customers

Even if these discussions are non-binding: You have aroused interest, because your potential customer would now like to find out more about you and perhaps find out whether a cooperation would be conceivable and useful.

The decisive points in a sales pitch are the personal impression, the competence and, ultimately, the reference. First of all, you have to get the other person to think that you are personally capable, sincere and trustworthy. Without a good personal basis, even the greatest competence and proper references can usually save little. In this interview guide you will find out what is important and how you can make a good impression in all three areas.

You create the prerequisites for a successful appointment before you even set off. In particular, if you sell a new product or are still inexperienced in sales talks, you should prepare yourself thoroughly and be specifically geared to your target group:

  • Which company am I going to? (Industry, environment, competition) Are there current events in the industry or directly at the company?
  • Who is or are my contacts? What is the personal background of the people involved, what role do they play in a purchase decision?
  • Which division is it? Do you speak to the specialist department, purchasing or a higher-level person such as the division manager?
  • Is there a history with the customer's company? Have you already had contact with other contacts or departments?
  • What do you think is the company's most pressing problem and how can you help with it? Do you have experience in the field and can you process it?
  • During the preparations you will quickly notice that sales and especially sales discussions are very individual. Even if questions and individual sections of the conversation repeat themselves over time, you have to personally convince every potential customer. So there is no such thing as a scheme F.

Personal impression

So be well prepared for your appointment. Punctuality and an appropriate demeanor are basic requirements for a successful sales pitch. It is better to go to the appointment too well dressed than the other way around. However, avoid too clear differences. Standing opposite the boss of a small sports shop wearing a suit creates an unnecessary distance. Greet your contact in a friendly way and look at them. No matter how busy your week is - be positive, balanced and open-minded. Listen and don't interrupt the other person. At the beginning of the conversation in particular, you should convey a relaxed and not overly structured impression. Show interest by asking for a brief introduction to one another. This will take the conversation to a more personal level and you will almost certainly learn details that you are not familiar with despite good preparation. See the beginning of the conversation as getting to know a new person and not with the sale and deal in mind.

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Then you go into your customer and try to find out his most pressing problem. For yourself, this is the test of whether you were right with your preparations. Over time you will find that you lie better and better and that you can prepare and adjust to your customers more precisely. By asking specific questions, you show interest and understanding for the needs of your counterpart. In this phase of the conversation, avoid falling into a monologue and telling your customer everything about yourself and your products. As you listen, you can incorporate your client's hints and fears into your next story, tailoring it to your liking. Short notes will help you not to forget anything and show that you are interested in what has been said.


After you have got an impression of the person (s) you are talking to, the status quo in the company and the current challenges, it is important to convey competence. If you find that you cannot deliver what you asked for, don't worry about it just to get the job done. Be honest with yourself and your customer during the sales pitch. The later impression will not be more positive if you make promises in sales that you cannot deliver. Customer queries should not be understood as criticism. Rather, a query shows interest and is therefore a good sign. Answer each question briefly and concisely and do not take refuge in a long monologue just to kill the topic. If you get to that point later, you can say that too. You will quickly notice whether the question is important for understanding the customer or whether it is interesting information. You can also give the latter to him later.


Underpin your competence with relevant references that serve as confirmation for your customers. Suitable references underpin your competence and are an essential success factor for a successful sales pitch.

Put yourself in the shoes of your customer and you will quickly know whether a reference “fits” or not. Have you already carried out a similar topic for a comparable customer? Or “only” in a significantly larger or smaller company? In this case, give examples of your flexible way of working with different customers. If not, be honest about this too. You will have a reason for offering the product or service. Explain your background to your customers, because transparency creates trust.

Binding conclusion of the conversation

Your sales pitch can end differently without immediately being assessed as exclusively good or bad. Everything is possible, from a direct, verbal contract to a request for proposal (RFP - the request for an offer) to a relaxed "let's see". In any case, you should record the further procedure so that both sides are on a uniform basis You clearly record the roles and tasks and both sides leave the conversation with a good feeling. This good feeling is much more important than the quick conclusion. If a customer has the impression after the sales talk that it was all about you a sale and not about solving his problem, he will not contact you a second time.

Follow-up - the basis for a long-term customer relationship

Following your conversation, you should collect the to-dos as soon as possible, document everything that has been discussed and, if necessary, initiate the next steps. This can mean, for example, that you send your customer a short record of the conversation and then make the specific offer. Or maybe you just set yourself a task for a call in three months' time because that's how you stayed (more on tracking offers)

After the meeting, think about the queries and comments in the sales pitch. Are there things that you could have explained more clearly? Or should you perhaps set up your presentation in a different order? Do not rush to decide here, but keep an eye on these points. If these aspects come up frequently and you are regularly asked individual questions, you could work on your clarity on this topic.

As a rule, you will find an overlap between your offers and the customer's previously expressed needs. Take your chance now and present the relevant solutions. In doing so, respond as precisely as possible to your customer's comments and take up his or her comments. Your notes will help you with this. The point here is that you convey what the benefit for your customer is. Your cheap offer alone is not enough. It has to fit exactly to the current challenges of your counterpart. That makes it great and makes your sales pitch a success for both parties.

As you can see, successful sales are often a mixture of the right virtues combined with the knowledge of the right sales strategy. You will find further practical measures on our blog, e.g. these directly implementable and free sales tips.

This article is part of our sales fundamentals series. Maybe you are also interested in the other articles in the series? Incidentally, Article Sales in its basics offers you the optimal basis for all other parts.

Part 1: The types of sales - what are my options anyway?

Part 2: Preparing your sales: who should I address? About the target group, positioning and more

Part 3: Contact details for your sales department - where to get it and how to qualify

Part 4: Hot and cold in sales - what's the difference?

Part 5: Follow up in sales - how to follow up properly and stay tuned

Part 6: The sales pitch in sales - how to convince your customers

Part 7: how to prepare and win an offer

Part 8: Referral Marketing: How to Get New Customers from Existing Customers

Part 9: Warm acquisition in sales: what needs to be considered and what needs to be improved?

Part 10: Marketing and Sales: Recognizing Your Customers' Questions and Fears

Part 11: Common mistakes in sales: the hasty offer

Part 12: Sales: The Sense and Nonsense of Sales Forecasting

Part 13: Customer Acquisition Mistakes: What Not To Say On The Phone