What motivates you to buy something? Have you ever let a sales rep sweet-talk you into buying something you wouldn’t have otherwise? If so, you just have listened to a fantastic sales pitch.
The Cambridge Dictionary defines a sales pitch as “a talk or way of talking that is intended to persuade you to buy something.” In the business industry, a sales pitch is a salesperson’s attempt to encourage your audience to believe or buy whatever you’re offering.
These offers may be a personal pitch about you, an opportunity for another meeting, or information about your product or service. Each sales pitch may be unique and tackles different subject matters, but they follow one basic structure. They must be brief, straightforward, and interesting.
A sales pitch is a tool that helps a salesperson prepare his speech during the customer’s sales interview. Since this tool depends on customer behavior, this enables salespeople to focus on customer behavior and devise an action plan for them to take your offer.
Many people still view a sales pitch as something that’s being spoken to a prospect when a salesperson tries to sell a product or service via cold class or presentations. It takes on many different forms when it comes to communication formats. It can include what’s being said in a blog post, email, voice mail, website, TV or radio ad, networking conversation, and brochures to name a few. Most importantly, it pertains to any possible way a salesperson or a company connects with a prospect to drive demand for a specific product or service.
The B2B SaaS Marketing Sales Pitch
“People don’t choose between things, they choose between descriptions of things.”, so quotes Daniel Kahneman, a Nobel Prize-winning behavioral economist.
This saying rings true, especially for B2B SaaS. Selling physical goods is very different than selling software. In their sales pitch, B2B SaaS marketers need to translate complicated technical solutions into neat and comprehensible value props.
B2B SaaS, or Business-to-Business Software-as-a-Service, includes cloud-based software used by businesses for customer relationship management (CRM), office productivity, accounting, and other employment-related activities.
B2B SaaS sales are often a bit large, and you’ll need to build trust to a great degree with your prospects to make them comfortable in doing business with your company. To establish a trusting customer relationship, it matters to know your prospects, customize your approach, and be excessively aware of how they think of their problem and what they expect when they meet you.
Every meeting in B2B SaaS sales will feel different; each prospect will arrive with a unique set of expectations, preferences, and needs. It is critical to know how to prepare, adapt, and think on your feet as you learn more about the prospect.
Status of SaaS in Australia
The global SaaS market is poised for 11% annual growth by 2028 from a valuation of $165.9 billion in 2021. A report by Gartner further adds fuel to the fire, emphasizing the rapid proliferation of this business model. By 2023, the market is foreseen to reach a staggering value of $623 billion.
Australia, with its stable tech markets and as an early adopter of modern technologies, make it a fertile ground for SaaS ventures. Its public cloud market reached $3.8 billion in 2018 and is forecasted to climb up to $8.1 billion by 2023.
The SaaS model brings lower overhead and faster launches, but mastering the right sales strategies serves as a winning move for your Australian debut.
Sales pitch ideas for your B2B SaaS business
In the competitive Australian SaaS market, you need to stand out and capture your prospects’ interest to fuel your growth. The secret lies in making a good first impression on your prospects with the right strategy and tips.
Read on for a dose of pitching tips that work for any SaaS business.
- Connect on an emotional level with your customers.
Sales pitches should be clear and concise, so you need to address the pain points as fast as possible. Prospects are more likely interested and engaged by watching, reading, and listening to your sales pitch if their pain points are tackled and solved.
To do this, highlight the main issues that your target audience is experiencing, and then position your SaaS offering as the ideal solution. Exclusively focusing on the features and benefits of your products or services is a big no-no. They might put off your prospect’s interest. - Use the Rule of Three in planning your sales pitch
Information overload can be overwhelming. Short and direct pitches are more impactful since the data presented here can be consumed in manageable bits.
One tried and tested communication tool that helps retain memory is The Rule of Three. This activates the lizard brain and urges us to believe that anything that is repeated several times is significant.
The idea behind this method is to concentrate on the three most marketable and beneficial aspects of your product or service that sets your company from the competition. Focusing on the top three benefits or features, rather than listing more than a dozen, keeps your prospects engaged and interested.
Also, don’t underestimate the power of corporate storyboards when preparing your Rule of Three sales pitch. These act as references and sources of truth since they solidify the vision for the video across all departments involved in the project and throughout the organization. - Create a sense of FOMO (Fear of Missing Out)
Let’s face it. We all hate “what ifs” and we don’t like feeling like we’re left behind. In marketing, FOMO is messaging that plays on your audience’s natural fear of missing out to increase their likelihood of taking action. Check out this sales pitch from Callbox:
Prospects are more likely to quickly purchase if they see a limited-time offer within a short deadline. They don’t want to pass up the offer because they know the clock is ticking. Since we are a risk-averse species, the psychology behind FOMO marketing works. - Don’t forget to add an elevator pitch
If you want to climb up the ladder to your business’ success, you need an elevator pitch. Kind of ironic, right?
An elevator pitch also called an elevator speech, is a brief, memorable description of what you sell/do. The goal is to secure a second conversation, not to persuade the person you’re speaking with to hire you or purchase your solution.
It provides an easy to comprehend explanation that highlights your SaaS business’ value proposition in 20-30 seconds. Its purpose is to keep prospects focused, curious, and wanting to learn more.
Every successful elevator pitch focuses on three key areas:
- Who are they?
- What services does your company provide?
- What exactly is your value proposition?
Key elements of a successful pitch
Sales pitches take on different forms and approaches. When broken down, you’ll notice that they always share these five key elements:
- The open (introduction)
Most prospects can sense a sales pitch coming the moment you start speaking. Unless you can get their attention right there and then, chances are they’re going to ignore your well-prepared pitch.
You can capture their interest by focusing the conversation on them rather than yourself. You may start by greeting your prospect, introducing yourself, and asking how they’re doing. It’s also your first chance to establish rapport.
Keep in mind that sales pitches are dialogues, not monologues, so engage the prospect early and speak to their needs directly.
- Identification of the pain point, problem, and/or goal
A good sales pitch is more about helping rather than selling. To better understand your prospects’ challenges and goals, you need to ask a few probing questions. You can also understand how your brand can address its issues through empathy and active listening exercises.
Stick questions answerable by “yes” or “no” and tailor them to the company you’re pitching to. If you’re talking to a real estate firm, ask a question that expresses a problem that only real estate firms face. If you sell property management software, you could simply ask, “Do you spend a lot of time tracking individual property sales?” That is time that could be better spent showing homes to prospective buyers.
- Value demonstration
Now that you’ve understood your customer’s needs and established rapport with them, the next step is addressing each one of them using your product as a solution. Take note: Your prospect has given you their time and attention, and they want to know they aren’t wasting it. What, then, can you offer?
Great sales pitches have a strong value proposition that convinces others to believe in it as you do. It emphasizes benefits rather than features. It discusses the problems you have solved that are relevant to the prospect, emphasizes the customer type you’re working with, and adds tangibility to how you assist them.
- Build trust with stories and supporting facts
To build trust, you need to back your pitch with facts and stats. You can do this by using customer-generated stories and social proof. Using stories about your brand and products that support your claim makes a customer more curious.
This is because prospects usually relate success stories to their personal experiences, bringing them more reasons to buy your products and avail of your services.
In terms of social proof, you can use statistics to show your products and services helped solve their problems. Take these as an example:
“Our customers save 43% on their annual maintenance bills on average.”
“Similar-sized businesses have seen a full return on investment in as little as four months.”
Donald Miller lays out a framework in his book titled Building A Brand Story to help businesses simplify their message and get customers to focus and listen.
His formula entails incorporating customers into your story. More importantly, it focuses on making the customer the hero instead of your brand. Your story must tell that the customer is the hero, and the brand’s goal is to help the hero overcome obstacles and achieve success.
Miller describes the framework using these 7 components:
The story runs this way: A character encounters a problem. He meets a guide who gives him a plan and calls him to action. This, in turn, helps him avoid failure and achieve success in the end.
You can use this in your sales pitch by briefly covering each component:
- Character– the customer
- Problem – his/her pain points
- Meets a guide- the solution you provide
- Gives them a plan – the steps your customer undergoes to purchase your solution
- Calls them to action – leads them to a sale
- Helps avoid failure – your solution will help avoid problems that are specific to your customer
- And succeeds – your solution will give them better lives
5. The close
The “close” is essentially when they say “yes” and the transaction takes place. By this point, you should have demonstrated the value of your product and how it will make your prospect’s life or job easier
Sales Pitch Advantages
Now that you know that a sales pitch does a lot more than persuade your customer and guide them on their buyer’s journey, you need to understand why having a sales pitch for your B2B SaaS business is crucial for your success. Here are some of its advantages you don’t want to miss out:
- It avoids improvisation. Having all the detailed information in front of them, the seller has no further doubts. This guarantees them greater security.
- It enables you to repeat its application. The argument serves as a “step-by-step guide” by defining the procedure to be followed. This guide will be used by several sellers to help the group achieve its goals. As a result, it can also be used to assess the performance of sales teams.
- It is a tool for ongoing improvement. Once everyone has used the pitch and the results have been compared to the level of sales, it can be used as a foundation to deploy improvement points in the sales process.
- It outlines the steps that must be taken. The pitch outlines everything that must be done from the start of the conversation until the interlocutor’s empathy is obtained. In other words, it specifies what must be done to detect the customer’s expectations, putting the salesperson (and the customer) in the best possible position before presenting the selling proposition.
Reel in prospects and clients with an interesting B2B SaaS Marketing sales pitch
Pitching a complex industry-specific B2b SaaS is so much like competing in the Olympics of sales, with time being both your biggest asset and enemy. In this digital era where content consumption is fast-paced, you, as a marketer, would need to grab your customers’ interest in a matter of seconds. You should spend this time wisely to highlight the product’s benefits rather than overwhelming the customers with unnecessary information.
Customers will always recall companies that make a positive initial impression. Yes, your product can do awesome work, but that doesn’t mean you should brag about it. It is extremely crucial to connect with prospects and explain the benefits in a way they can comprehend.
Remember that if you’re a B2B SaaS marketer or business owner who aims to increase your subscriptions and sales, your entire success depends on your sales pitch. Keep it short, simple, compelling, clear, and direct. ideal sales pitch script can simplify your selling and help you win more sales.
Boost your SaaS sales in Australia with Callbox
Selling SaaS can be a tough job, especially if you are targeting and engaging powerful decision-makers like C-level executives and VPs. A compelling sales pitch is needed to break the ice and convert conversations to sales. The key to engaging interactions lies in identifying your prospects’ pain points.
If you’re new to B2B SaaS marketing or lack the resources to manage it in-house, outsourcing your lead generation efforts to a specialized telemarketing services provider like Callbox can be a valuable option.
We are a provider of B2B lead generation services with expertise within the SaaS industry. As a premier telemarketing lead generation services provider in Australia, we help businesses acquire valuable leads and grow since 2004.
With our team of experts in telemarketing and appointment setting, combined with a robust multi-touch, multi-channel strategy and AI-powered tools, we empower your business to reach, acquire, and follow up with your target prospects, ultimately converting them into loyal clients.
Let us be your trusted partner in achieving your marketing goals in Australia and beyond with a winning SaaS marketing sales pitch. Our team of experts is ready to help you effectively engage decision-makers, acquire valuable leads, and drive growth in the SaaS industry.
