In tough times, even the most effective sales conversion techniques may be a hit-or-miss proposition. In fact, salespeople might feel like they’re winning (or losing) customers based purely on luck. But Joey Asher, author of How to Win a Pitch: The Five Fundamentals that Will Distinguish You from the Competition, says that what separates winners from losers in the selling process is executing the basics. As someone who has helped his clients win billions of dollars in new business contracts over the past 22 years, Asher believes it’s not the “best firm” that wins business, but the firm delivering the best pitch. Just like a power sweep in football, one basic play can be successful time and again if it’s executed well.

With that in mind, Asher reveals five successful sales techniques that are crucial for creating a pitch that will help you connect with buyers and win more contracts:

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1. Focus the message on the business problem. Prospects are not interested in your company’s history. The best presentations propose a solution, and since less than 25 percent of pitches address a prospect’s problems, that element alone will set you apart from your competitors.
2. Pick three memorable points. Most presentations are entirely forgettable. Instead of creating a jumbled mess of PowerPoint slides, ask yourself: What are the three things I want my listeners to remember at the end of this presentation? Illustrate those ideas with stories and examples.
3. Show passion. “Too many businesspeople speak with all the excitement of a houseplant,” Asher contends. If you’re hired, the prospect is going to spend a lot of time with you in an effort to build a solid relationship. Find your “maximum you” — the intensely passionate side of your personality.
4. Involve your audience. Instead of discouraging questions, turn the pitch into a conversation. That will allow any possible objections to emerge, giving you the opportunity to show your intellect and empathy. Plus, it will make your presentation completely unique, leaving the competition to wonder what you did differently.
5. Rehearse, rehearse, and rehearse again. Most presenters rehearse very little. Yet the people who listen to lots of business pitches can almost always tell who has practiced and who hasn’t. If you want to appear serious about getting the business, go through your presentation as if you were rehearsing a play, at least twice, before you deliver it. When the curtain goes up, you’ll be able to shine.

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