Why Your Pitch Falls Apart and What It’s Missing

Dane Schwaebe By on January 12, 2018

Do you feel like when you are presenting and pitching a product to a customer, they just don’t care? Tired of getting “thats nice, let me think about it?” Let’s take look at your presentation and prospecting.


I used to be a cars salesman. A used car salesman. That is where I grinded my sales axe, and learned my techniques. Somehow, I managed to pull of being one of the ‘big guns’ at the dealership. I have a firm belief that if it worked on the dealership lot, it will work anywhere.


By the way, if you are having a hard time dealing with potential customer, check out my last post for the tactics I used to get customers I wanted to talk with.


Time to jump back into my car sales days.


Whenever I met a customer on the lot, I would question them. No, not like an interrogation, but in a conversational matter. I had a system of equations, and I would use it every single time. I used these questions to get to know them, and also to get an idea of what their needs and wants were.


Before we get too ahead of ourselves, one of the most important things to remember is this: I don’t talk product until I get my questions answered. The best way to mess up a potential sale is to try and skip forward in hopes of a quick sale. It usually costs the sale.


My prospecting questions, in order:

  1. Questions about them
  2. Questions about their old car, like what they liked and hated.
  3. Questions on what they want their new car to have.


Before I would even consider putting them on a car, I would ask these questions so I could customize my presentation to be about them, and their needs.


Let’s me give you an example. I got a fresh ‘up’ on the lot and through my above questions this is what I found out:


Customer A has a small pickup truck. He and his wife enjoy camping, and also towing their small boat to the lake. Their little truck is getting up in miles, and towing uphill his a bit nerve racking, due to it’s humble power output. They are also planning on having children in the near future, so that’s on their mind. It’s also going to be their main vehicle, so fuel economy is a concern.


Wow, ton of good info, and I’m barely talking either. Just them.


Now, I would do a couple of things before I would set them on a vehicle. I would ask a few choice close questions. These questions would be based on my product knowledge, so I would be confidently pitching them a product that would work. I would ask them questions like these, and in order too:


  • Truck or SUV?
  • Luxury features or more simple?
  • Lighter or darker colors?


The battle is half done at this point. They are for-sure truck people, and they are pretty fine with any color, so long as it’s simple and it fills their needs.


Now it’s showtime!


I start my presentation. During the entire presentation, I will be hitting their pain points, so they know the new vehicle is right for them. Let’s check back into Customer A and his new truck. I landed them on a Ford F-150. Just a simple XLT, more than enough power and with the right interior features. It fits the bill. Something like this:



In my presentation, I bring up what matters:

  • Tall ride height for camping adventures
  • Four Wheel Drive for tough terrain while camping
  • Seating for however many kids they’ll have
  • Powerful engine that can tow their current, and future boat
  • Powerful yet fuel efficient engine


Great, we’re one the right truck, and I explain all of its features. However, I only present the features that they cared about. I could have spent all day telling them about every last detail about the truck, but they honestly just want to know it fills their needs.


However, selling isn’t just reading the sales brochure to them. Telling them that the engine will pull their boat is nice and all, but it isn’t selling the engine. Now it’s time for the ultimate dogma statement:

Sell the sizzle, not the steak.


Next time, I’ll be talking about my golden trifecta that I use for each presentation. Keep an eye out green pea 🙂