How to Supercharge Your Sales Presentations with Memory Hacking
When you are pitching your solution to prospective clients, what is more effective?
Does it actually matter?
Yes, it really does, because it affects memory and all things being equal, a prospect’s decision is more likely to be impacted by the most memorable pitches.
We tend to make decisions or form preferences often relying on readily available information rather than all relevant data.
Memory is also important because when we process past experiences (such as a bunch of pitches) it is emotion that is recalled more strongly: “I liked Joe's proposal, it felt like a good fit”.
Making a great first Impression
A recent study found that when people think about experiences right after they happen, they usually like the parts where they got rewards earlier as opposed to later.
However, if they wait a bit before making a decision, they realized that all parts of the experience were equally good, no matter when the rewards were presented.
So, if the purchase decision is going to be made immediately (let’s say within the day) then it is likely that first impressions will have a greater impact on the decision.
However, most B2B purchase decisions usually happen after some time of reflection and discussion.
First impressions are crucial though as they alter our interpretation of events that follow - they also create expectations, including performance expectations.
So, although the memory of a first impression may not last, the interpretation of subsequent events will. That’s why making a great first impression is always important.
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Ending on a high note
We tend to remember more recent information as opposed to older information.
If you are pitching against other competitors, it may be a good idea to pitch last. Not only will your pitch be easier to recall, but you will also get the chance to counter objections that may have risen through competitor pitches.
Ending on a high note is especially important if you want to make a presumptive close.
So, starting and ending strong are both powerful and should be used together where possible.
Levelling out
An overall good but monotone pitch is not likely going to be as powerful as combining a great first impression with closing on a high note.
Use the time in between first impressions and closing to take care of the less exciting stuff, to ask questions, to cover basic requirements and to pre-empt objections so that you take the pressure off the close.
Which approach do you prefer or use? Let me know in the comments below.
Next time I’ll be sharing specific tips on making your pitch unforgettable to win more deals. If you don’t want to miss these actionable nuggets of presentation and sales wisdom, make sure to subscribe to my newsletter, Slide Notes (details in comments below).
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