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How do you align your sales pitch with your sales lead's buying stage and decision criteria?

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As a project sales professional, you know that not all leads are created equal. Some are ready to buy, some are just curious, and some are somewhere in between. To increase your chances of closing more deals, you need to align your sales pitch with your lead's buying stage and decision criteria. In this article, we'll show you how to do that in four steps.

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Mohamed Abubakkar Siddiq A

Founder @ Prospect Wallet | Lead Generation Expert
Saurabh Shivnekar

Driving Sales Growth | Solution Selling professional | Self development through communication | Training and Public…

1 Identify your lead's buying stage

The first step is to determine where your lead is in the buyer's journey. This is the process that your potential customers go through from becoming aware of their problem, to evaluating solutions, to making a purchase decision. Depending on their stage, they will have different needs, questions, and objections. You can use various methods to identify your lead's buying stage, such as asking open-ended questions, observing their behavior, or using lead scoring tools.

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Mohamed Abubakkar Siddiq A

Founder @ Prospect Wallet | Lead Generation Expert
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Aligning your sales pitch with your lead's buying stage and decision criteria is crucial for successful conversions. Understanding where your lead is in their buying journey—whether they're exploring options, evaluating solutions, or ready to make a decision—allows you to tailor your pitch effectively.

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Saurabh Shivnekar

Driving Sales Growth | Solution Selling professional | Self development through communication | Training and Public Speaking
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Determine where your lead stands in their buying journey. Recognizing the buying stage allows you to tailor your sales approach accordingly. Common buying stages include awareness, consideration, and decision. Understanding this context provides insight into the information and guidance your lead may require.

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2 Adapt your sales pitch to your lead's buying stage

The second step is to tailor your sales pitch to your lead's buying stage. This means that you should focus on the benefits and value of your project solution that are most relevant and compelling for your lead at that moment. For example, if your lead is in the awareness stage, you should educate them about their problem and the possible solutions, without pushing for a sale. If your lead is in the consideration stage, you should highlight your unique selling proposition and how you can solve their pain points better than your competitors. If your lead is in the decision stage, you should address their concerns and objections, provide social proof and testimonials, and create a sense of urgency and scarcity.

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Saurabh Shivnekar

Driving Sales Growth | Solution Selling professional | Self development through communication | Training and Public Speaking
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Customize your sales pitch based on the identified buying stage. For leads in the awareness stage, provide educational content and highlight the value of your solution. In the consideration stage, focus on differentiating factors and address specific concerns. For leads in the decision stage, emphasize the practical aspects, such as features, pricing, and implementation details.

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3 Discover your lead's decision criteria

The third step is to find out what factors your lead considers when making a purchase decision. These are the criteria that they use to evaluate and compare different solutions, such as price, quality, features, support, reputation, etc. You can discover your lead's decision criteria by asking probing questions, listening actively, and researching their industry and company.

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Saurabh Shivnekar

Driving Sales Growth | Solution Selling professional | Self development through communication | Training and Public Speaking
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Engage in conversations to uncover the decision criteria that matter most to your lead. Ask probing questions to understand their priorities, concerns, and key factors influencing their decision-making process. Decision criteria may include cost considerations, specific features, compatibility with existing systems, or vendor reputation.

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4 Align your sales pitch with your lead's decision criteria

The fourth step is to align your sales pitch with your lead's decision criteria. This means that you should emphasize how your project solution meets or exceeds their expectations on each factor. You should also anticipate and counter any potential objections or risks that they might have. You should use evidence and data to back up your claims, such as case studies, testimonials, demos, or trials. You should also use storytelling and emotion to connect with your lead and persuade them to take action.

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Saurabh Shivnekar

Driving Sales Growth | Solution Selling professional | Self development through communication | Training and Public Speaking
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Tailor your sales pitch to align with the decision criteria identified. Showcase how your product or service meets the specific needs and preferences outlined by the lead. Highlight relevant features, address potential concerns, and emphasize the value proposition in a way that resonates with the identified decision criteria.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Saurabh Shivnekar

Driving Sales Growth | Solution Selling professional | Self development through communication | Training and Public Speaking
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Consider the timing of your lead's decision-making process. If there are time-sensitive factors influencing their choice, align your sales pitch to highlight the urgency. Create a sense of value and benefits tied to timely decision-making. Some leads may prefer detailed documentation, while others may favor concise summaries or interactive presentations. Adapt your communication style to match the lead's preferences. ocus on building a relationship with your lead throughout the sales process. Establishing trust and rapport contributes to a positive buying experience. Demonstrate a genuine interest in understanding their needs and concerns.

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How do you align your sales pitch with your sales lead's buying stage and decision criteria?

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1 Identify your lead's buying stage

2 Adapt your sales pitch to your lead's buying stage

3 Discover your lead's decision criteria

4 Align your sales pitch with your lead's decision criteria

5 Here’s what else to consider

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