This is the second in a three part series dedicated to helping business owners refine their sales strategy. This article focuses on the importance of matching your sales pitch to your audience. 

Does your sales team understand the value in promoting the right products or services to each prospect? Or do you take a one-size-fits-all approach, and essentially try to sell as much as they can to anyone who will listen.

This approach can be successful, but only when the salesperson is fortunate enough to promote the right product to a prospect who actually needs it and has the ability to purchase it.

If you have ever entered an Apple store and spoke to a sales associate, you’ve experienced a sales pitch designed to match your needs with the right product. Apple associates don’t try to sell each customer the most expensive computer in the store – instead, they ask questions and develop an understanding of the customer’s needs. Then, they’ll recommend a specific product that best meets these needs. Sometimes this results in a customer spending less than they otherwise would have in the short term. But in the long run, it ensures that each customer feels like he or she received great value – increasing the chances that they’ll remain a loyal customer.

Your sales team should take a similar approach. This may require additional training for your team, in order to help them better understand the value of each product or services, as well as the types of customers whose needs will match up well with each product or service. This process is especially effective if your salesperson has the opportunity to research each prospect before contacting them. This allows your sales person to have a general understanding of the prospect’s needs and to deliver a pitch that is more precisely targeted. It’s not always possible to know who your prospects are before contacting them, but when it is possible, take full advantage!

If you want to make more sales, stop treating every prospect the same. Train your sales team to ask the right questions as they get to know each prospect, allowing them to push the products or services that offer the greatest value. This doesn’t always lead to more money in the short term—but it’s a winning long term strategy.