Yesterday on Twitter and then on Facebook I posted the following:
“Sales Suggestion: Unless you’re talking baseball, leave
the word “pitch” totally out of your vocabulary.”
I’d also add removing it from your consciousness.
Why does that one little word bother me (and many other sales professionals) so much?
Well, because words are important. I remember first learning from the great sales trainer Tom Hopkins, in his book, How to Master The Art of Selling that some words instill a prospect with confidence and other words cause fear and concern. “Pitch” would be in the second category.
Think about it. What is the most noted use of the word, “pitch” (singers and roofers please forgive me)? That’s right; an action taken by a pitcher in baseball And, what is the pitcher’s job? To strike the batter out.
In other words, a pitch is something you do to someone and not with good intent.
In sales, you’re doing something for someone (or, even with someone) with the best intent; adding value to their lives.
“Okay, but, does it really hurt to use that word when you’re not in front of a prospect or customer?”
I believe it does, for two reasons:
First, if you’re using it, that is how you’re thinking of the sales process, whether you realize it consciously or not.
Secondly, if you’re using it when you’re not in front of someone you shouldn’t use it in front of, you’ll probably one day mistakenly use it in front of someone you shouldn’t use it in front of.
Habits are key.
So, what would be a good replacement word for “pitch?”
How about “presentation.”
Do you agree? Disagree? Am I being too word-focused? I’d love to know your thoughts.
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Bob you are bang on. Here’s what I know: “We live in the language we speak.” “We LIVE in the language we speak.” Words are powerful, not just because they reflect our conscious thinking, but they reflect our whole consciousness. Simply, they reflect who we are BEING.
Words are as powerful as actions. They cannot be undone. They cannot be unsaid. But more importantly, they give us insight into a person’s thought patterns, assumptions, beliefs, self-esteem, insecurites, confidence, intentions…INTENTIONS. If you listen long enough, words reveal everything about a person. Everything! And guess what? That means it won’t take the client long to figure out who you are.
And I’ll add, it’s not just the words that are revealing, but the sound of our voice (pitch, pace, volume articulation), and the positioning of our body, our facial gestures – together send one whopper of a message. All three communication channels (words, body, voice) have to be aligned in order for your message to be believable. In order for you to resonate credibility…sincerity.
Align everything you think, everything you say, everything you do, with who you say you are. Because it all counts.
So…
… does “pitch” have to go? Absolutely! Along with any other reference that the client is anything but a privileged opportunity for you to give, share your talents, and add value.
Hear Hear Bob!
Bob- I totally agree – pitch is a word that can definitely leave a bad impression when used in a sales context. I like using “presentation” or “discussion” as both feel friendlier and more inclusive. Ultimately, isn’t sales about presenting an idea to someone, then discussion the pros (and possibly cons)?
On a related note – how do you feel about the word “close” in the sales context?
Debbi
Well stated Bob!
When I think of a sales “pitch” I think of talking at someone . . . certainly not a collaborative selling term.
And YES we should be mindful of our words and phrases . . . they comprise our brand!
Respectfully,
Paul Castain
“Singers and Roofers please forgive me” Ha ha. That one took me a second!
I love this subject – but especially the point about the way we think of our prospects when we’re not even in their presence. There is amazing power in our thoughts towards people even if we never voice them (although from the overflow of the heart, the mouth always ends up speaking.)
I love a great presentation, or even conversation to see how we can potentially serve those who need us. I’m on the hunt for those people who are waiting for me. As I go, I hope to bless each one I meet along the way.
I love what Gina said, “I love a great presentation, or even conversation to see how we can potentially serve those who need us. I’m on the hunt for those people who are waiting for me. As I go, I hope to bless each one I meet along the way.”
Perhaps the word “share” should be included here somewhere. When I talk with a potential client, I’m always looking to see if there’s “a match.” After listening to their desires, (what they want is often not what they need–I try to help them sort through that), I share who I am, what I offer, and how I might add value. Then we can engage in a dialog about whether there’s a match between what I offer and what they need.
I like to be a “good fit” with my clients. As a speaker and consultant, that’s where the magic happens–when I’m the perfect person for them. So like Gina, I’m looking for those folks who want what I have to offer, who would benefit from my knowledge and talents.
No “pitch” necessary.
I don not think you are being to “word-focused”! I try to use the word “help”.
The words you use when you are alone reveal everything about you.
Improve the words you use with yourself, improve the words you use when your clients aren’t around, improve the words you use with your clients. It really does change your mindset, your attitude, and your results.
I like the word “offer.”
Bob,
Yesterday, Dave Carpenter, Carl Ingalls, Kirk Mousley and I met for breakfast. One of the things we discussed is the many words most salespeople use that have negative or misleading connotations. The first such word that came up was “pitch.”
For the same kind of reasons that you cited above, Dave said that it would be great if we could get sales managers and sales trainers to stop using the word. I added that it would be even better if we could also get them to stop “pitching.”
Then, I explained that we have taught advertising and marketing agencies how to stop responding to major companies that request to be pitched. That’s a time honored way for the potential client to get several agencies to spend hundreds of thousands of dollars each to try to “win” their account.
Since there will be only one winner in that game, all the others will be losers. Aside from the time and money that they lose, the often give away their talent and creativity to the ungrateful potential client.
None of that was news to Dave. He too, has shown agencies how to win major accounts without pitching them. It’s done by gaining the trust and respect of the potential clients before they decide to fire their current agency.
All the best,
Jacques
Love everyone’s comments, wisdom and teaching. Thank you for sharing, everyone! You add so much more than I could ever provide only through posting articles. Your contributions makes all the difference.
I agree—pitch is not what you should be doing. And if you have done your homework, you should be standing in front of someone who genuinely is likely to use your product or service now–or in the future.
What you are really doing is “presenting an opportunity”. An opportunity to buy a product that will solve your problem. An opportunity to engage in a service that will solve a problem or fill a need. It is more than just a “presentation” in my mind. Splitting hairs a little—but if you genuinely believe there is an “opportunity” for your client to benefit—I think your “presentation” will be more powerful.