How do you lead your customers

7 tips - lead sales pitches the right way!

For the customer, the perfect sales pitch doesn't feel like a sales pitch, but rather like advice. He makes the purchase decision without having the feeling that he has been “steered” in one direction. In the end, in the perfect sales pitch, the customer will convince himself of the product on offer. There are a number of things you can do to get the customer to this point. In this article, you will learn exactly how to proceed when talking to a potential buyer.

The goal of every sales pitch is to conclude a contract. Sales talks are geared towards advice - but they still have the unpleasant aftertaste of convincing and persuading customers by all means. The reason for this: In the past, sales training mainly included dealing with objections. This is about overriding customer objections. But this part of sales pitches has now proven to be out of date. Why? Quite simply: It has been shown that this technology primarily creates resistance from customers.

With old hard selling1 It was about ruthlessly selling products or services to customers - regardless of whether the customers really needed these products or services or not. Nowadays, the focus is on the actual needs of the individual customer. One of the main reasons for this change is digitization: This means that customers are no longer dependent on individual dealers. Products can be compared, evaluated and purchased from different retailers through a wide variety of channels. Ergo: The personality of the seller - and thus the customer-dealer relationship - is gaining importance at start. The appearance and behavior of dealers increasingly determine their sales success.

You can now find out how you as a retailer can perfect your sales talks in this regard.

1Hard selling: Form of personal selling with the aim of getting potential customers to buy quickly without going into the interests of the customer. Hard selling can endanger long-term customer relationships or customer loyalty. Source: Gabler Business Lexicon


1. Make a great first impression


The first impression counts and is lasting. A potential buyer is getting an idea of ​​you right now. The first moment decides whether the customer likes you and gives you a leap of faith - or not.

The correct greeting is therefore an important introduction to a sales pitch. Above all, this includes pleasant, open body language. Keep your arms and hands open, smile casually, and make eye contact. Stand and walk upright and greet your customer politely and with the words they used to greet you. From now on, your 100% attention belongs solely to your counterpart.

2. Ask your customers lots of questions

Only if you know enough about your customer can you sell them what they need in a targeted manner. Don't assume you know what your customer wants too soon. As a general rule, the buyer speaks two-thirds of the time and the seller speaks one-third of the time. Half of your speaking should consist of questions. In this way you convey interest and find out everything you need to know for your advice.

Start the conversation with open information questions:

“What do you expect from product XY?

Such a question helps you to gain information, to recognize concerns and to be able to solve them as a result.

Later in the conversation, ask closed questions:

"Do you like the product?"

Such a question will help you motivate the customer to make decisions.


Customers want to be perceived as people with all their needs, not just as buyers. So do not offer a product until you are sure that you understand your potential buyer. It is important to internalize your values, your personal motives and experiences.

Active listening conveys appreciation to the other person - that's why you should listen carefully. Underline this full attention with eye contact, queries and short summaries. You can also orientate yourself towards certain types of customers and respond to them accordingly.

Active listening includes what are known as confirmation questions:

If I understand you correctly, then you would like ...? "
"Is it true, that …?"
"Would you agree with that?"
"Is that how you imagined it?"

Confirmation questions also help you identify approval or disapproval.

This type of question can be easily inserted between the open and closed questions in order to get on the track of your customers' wishes.

A customer always buys the complete package consisting of the seller and the offer, so you should try to pick him up emotionally - here we are back to the keyword “sympathy”.

The best way to get there: in a good mood. If you exude happiness, this also motivates the customer to buy. Let your eyes do their thing: they should signal that you are happy to meet this person. So try to shine with your eyes.

Then you are not only selling a product or service, but also a good feeling. The most important rule: Be sure to remain authentic!


Pay close attention to the facial expressions and movements of your counterpart: is he speaking slowly or quickly? How does he express himself?

Adapt your own manner to that of the other person. But don't mirror too much, it's not about imitating your customers, but more about responding to them and entering "their world". If the customer discovers similarities with you, they will gain confidence more quickly. Also, make sure you make regular eye contact.

Authenticity and eye level are the be-all and end-all in sales talks. That is why you should never pretend, gloss over or overdo things. For example, if you don't know the answer to a question, just admit it. Offer to obtain the information immediately.

Especially when you are convinced of a product yourself, it can happen that you sing hymns of praise. This can quickly sound a bit excessive - even if you don't intend to. Therefore, make sure to keep your balance.


Do not try to push your conversation strategy through with your head through the wall. Customers let them know when they are interested in a product or service. However, when concluding a sales pitch, make sure to symbolize determination and commitment.

You can do this, for example, by stopping asking questions that are in the subjunctive. This only creates uncertainty for the customer.

Examples of such questions are:

"Would that correspond to your ideas?"
"Would you be satisfied with that?"

However, alternative questions are entirely appropriate - for example:

"Would you prefer then or then?"
"Would you prefer this or that?"


Try not to get in touch with the customer, but with the person opposite you. Remember the rule of leaving 70% of the conversation to the customer and only 30% of the conversation himself. Ask questions and listen actively. Pay attention to your body language and your first impression. Above all, convey one thing: a good feeling.

If you take these tips to heart, nothing stands in the way of a successful sales pitch. Always pay attention to your gut instinct. This often conveys much more than the logical mind.



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