When I first started out in business, I had a conversation with a close friend that completely shifted my perspective on selling. We were collaborating on a project, and at one point, I casually mentioned to her that I wasn’t good at selling. It was just a passing comment, something I had always believed about myself. Selling seemed like a skill that other people had—a mysterious talent that I just didn’t possess.
But then, something unexpected happened. We began discussing an app I had come up with, an idea I was genuinely passionate about. I started talking about its features, what it could do, and how it could solve a lot of problems for users. I wasn’t trying to pitch the app to her; I was just sharing my excitement and explaining what I had envisioned.
After a few minutes, she stopped me and said, “What do you mean you don’t know how to sell? You just sold me on that app. I’m ready to buy it right now!”
I was taken aback. I hadn’t realized it, but I had just demonstrated a skill I never thought I had. That conversation made me realize a couple of important things. First, everyone knows how to sell, whether they realize it or not. We all sell ideas, products, or even ourselves every day, often without even thinking about it. Second, effective selling isn’t about being pushy or using clever tricks. It’s about being prepared, understanding your audience, and communicating clearly.
This realization led me to develop a framework that would help others—and myself—improve their selling skills. I called it P.I.T.C.H., a simple acronym that breaks down the process into five essential steps.
The first step is Prepare. That day, I hadn’t planned on selling anything, but because I knew my app inside out, I was able to explain it clearly and confidently. Preparation is key. Whether you’re going into a meeting or making a phone call, you need to know your product, your client, and the situation as well as you possibly can. Preparation isn’t just about memorizing facts; it’s about understanding how those facts matter to the person you’re speaking with.
Next is Initiate. In that conversation with my friend, I didn’t start with a sales pitch. I simply shared my enthusiasm and created a positive, friendly atmosphere. Initiating a conversation in this way is crucial. People don’t like to feel like they’re being sold to. They want to feel heard and understood. Start your interactions on a positive note, and you’ll find that people are much more open to what you have to say.
Then there’s Tailor. Every client, every situation is different. I didn’t give my friend a one-size-fits-all explanation of my app. I tailored what I said to her specific interests and needs. In sales, personalization is powerful. When you tailor your message to fit the person you’re talking to, you show them that you understand their unique situation and that you’re offering a solution that’s just right for them.
Convince is the next step. I wasn’t trying to convince my friend with flashy language or high-pressure tactics. Instead, I spoke from a place of genuine belief in what I was offering, backing it up with real examples and logic. Convincing someone isn’t about forcing them into a decision; it’s about showing them why your product or idea is the best choice for them. Share testimonials, case studies, or data that supports your claims.
Finally, there’s Handle. Objections are a natural part of any sales conversation. When my friend had questions or doubts, I didn’t get defensive. I calmly addressed her concerns and provided clear, logical answers. Handling objections isn’t about winning an argument; it’s about guiding the conversation to a place where the client feels confident in their decision.
In the end, selling isn’t about being someone you’re not. It’s about understanding the basics—preparing, initiating, tailoring, convincing, and handling. With the right mindset and approach, anyone can master the art of selling. The next time you find yourself in a situation where you need to sell an idea, a product, or even just your point of view, remember the P.I.T.C.H. framework. You might surprise yourself with just how natural selling can be.