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Reframe your pitch and revamp your customer appeal

24th May 2020
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Woman holding empty picture frame while sitting at desk
Photo by Jenny Pace on

Have your sales and customer engagement statistics been a bit lackluster lately? Perhaps you’re doing ‘okay’ on the sales front, but a part of you feels like you could be doing better, and you’re just not quite sure how to achieve the results you desire.

If this is you, no matter whether you’re just getting started out or whether you’ve been in business for a while, it could be well worth your time to do a deep dive on your existing sales pitch. You may be missing out on valuable opportunities to engage with a significant number of potential customers in your market.

A reframing revamp

Reframing is the process of changing the perspective surrounding a situation and thereby changing how the overall situation is received. It’s a bit like changing out the picture frame around a piece of artwork – an elegant frame conveys classiness, sophistication, and a high level of desirability, while a dirty or broken frame conveys tackiness, slovenliness, and a lack of desirability.

The concept of reframing is important in sales, because while there are hundreds of possible ways of pitching what you are selling, there are definitely some perspectives and viewpoints that will be more effective than others. A deliberate, considered reframing effort has the potential to significantly increase your customer appeal and engagement.

Common pitfalls

Identifying potential problem areas is an essential part of re-evaluating and reframing your sales pitch. Here are a few common pitfalls that may need to be addressed in your reframing efforts:

  • Missing the forest for the trees: When it comes to your sales pitch, it’s easy to get caught up in the minutiae of your message. Take care not to become so determined to communicate every single advantage and benefit that your product or service has to offer that you fail to address the larger picture at hand. It may be tempting to wax poetic about the 85 ways that your product is amazing, but it is often more effective to focus on the biggest, game-changing results that the product can achieve for your target audience.
  • Making it all about you: When you’ve dedicated a huge chunk of your time and effort toward developing a product or service, it’s understandable to want to communicate all about how you feel about it and how you know it can help your customer base achieve great things. However, if your pitch has more ‘I’ statements in it than ‘you’ statements, you have probably inadvertently watered down the impact of your message.
  • Going too big: While we all want more customer engagement and more sales, aiming your pitch at an audience that is far too broad is not the way to achieve success. You may succeed in garnering some customer engagement in this way, but the type of engagement you get will likely be lukewarm and lack the hard-hitting, attention-grabbing, purchase-inducing power of a more targeted message.

Step back and take a look at what your current pitch is saying to your customers. A few simple wording changes can go a long way toward reframing your message for success.

Ramping up your emotional appeal

Another critical component in reframing your sales pitch is ramping up your emotional appeal. After all, emotions drive consumer behaviour, so the potential emotional appeal of your pitch can be a strong predictor of the potential customer engagement you gain with it.

This is a key reason why focusing on ‘you’ statements rather than ‘I’ statements in your pitch makes such a huge difference. By allowing your customer to begin to see himself or herself in the mental visuals that your pitch creates, you make the pitch more cognitively significant to that customer. This is a great advantage, because we all naturally tend to care more about the things that feel more significant to us.

Niching down

You can further hone your reframing efforts – while simultaneously increasing the emotional appeal of your pitch – by niching down your target audience and tailoring your message to meet the particular needs of that specific (and often smaller) audience.

If you’re still wondering why it’s often not a good idea to go too big with your target audience, consider what would happen if you were to toss a stone into a large lake. You might get a small splash and a series of tiny ripples for your effort, but nothing that would really be visible at all from the other side of the lake. As far as anyone standing around that lake was concerned, your stone might go completely unnoticed.

Now consider what might happen if you were to toss that same stone into a small pond. You’d get a bigger splash, and those ripples would be clearly visible throughout the entire pond. You’d probably even get some heads turning your way, wondering what you were up to. In short, you’d get the attention of a specific, targeted audience.

Reframing for results

The bottom line is that while a lake is ostensibly a much larger target, the overall impacts of any efforts you might exert in pitching your stone are going to be much smaller and less effective in a lake than in a pond. Niche down your target audience and you can reframe your pitch to create big ripples that make the kind of difference you’re looking for in your sales.

Regardless of how you are currently pitching your products or services to consumers, performing a periodic, in-depth analysis of your customer engagement efforts can yield valuable insights with the potential to pay off exponentially down the road. Moreover, if you’ve been thinking about a new approach for your business, reframing might be just the change in perspective you’ve been looking for.

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