By Keith Rosen, MCC
The Executive Sales Coach TM

We've all been there. Whether it's over the phone, online, or face to face; whether in a business setting or on the golf course, the time comes to deliver your value proposition to the client. Here comes the pitch.

Take a moment and think about how a typical conversation or meeting flows with a prospect. What does your presentation consist of? What do you talk about?

The basics: You may begin by giving some background on your company and introducing yourself. You will likely talk about what your product or service is, or what it does and how it could benefit the customer. And if you have some time, you might even share some technical data with them through the use of a PowerPoint presentation or other marketing materials.

With all of these various topics to address, only one should stand out as your primary goal. Here are the most common core objectives I hear:

• To educate the prospect on who we are, our industry, and the product that we sell.
• To get the sale.
• To create a rapport and build trust.
• To develop my competitive edge and a reason for becoming my prospects' preferred vendor.
• To give each prospect a good reason for buying from me.