6 Best Options for the Opening Gambit of Your Sales Proposal
The first mistake most sellers make in delivering their sales proposal is not starting strong. In fact, many apologize for taking their prospect’s time, or they set very low expectations. Instead, we want to start with something that is intentionally going to provoke the prospect’s interest.
When beginning the pitch, the first words out of your mouth should be the opening gambit. This should address the buyer’s problem, his or her goal, the negative consequences, or the desired result. We should choose whichever one we think will be the most powerful to the buyer.
Opening Gambits
Here are some options for the format of your opening gambit:
1. The Question
By asking a question—even if it is a rhetorical question that does not require an answer—you inspire your audience to respond.
Example: “What do you say on the first sales call to establish yourself?”
2. The Statistic
The statistic is a ratio of data. Its strength is that it infers that you are well-researched in the field and it establishes a fact and foundation for the next step in your proposal.
Example: “85% of controllers agree that electronic invoicing speeds up collection.”
3. The Anecdote
The anecdote provides an example in the form of an episode. It sets the presentation up in the format of a story and appeals to emotion by requiring the listener to empathize with the main character.
Example: “Most juries decide on the verdict after only hearing the opening remarks…”
4. The Quotation
The strength of the quotation is that it gives authority. Essentially, you are having another well-established individual state your idea to give it even more credibility.
Example: “John Gardner said, ‘Ailing organizations have developed a functional blindness to their own defects.’”
5. The Analogy
Fundamentally, an analogy compares two unlike things so that one of them is better understood. Its strength lies in that it removes emotion from a situation and instead replaces it with logic by utilizing a more objective viewpoint.
Example: “This paradigm shift is the equivalent of backing a trailer hooked to your car: In order for the car to go one direction, you have to turn the steering wheel in the opposite direction.”
6. The Aphorism
An aphorism uses a cliché in order to identify a truth. Its effect is that it starts the presentation on common ground and references an informal, shared knowledge.
Example: “You can lead a horse to water, but you can’t make him drink.”
Conclusion
With these options for your opening gambit in mind, you will have an increased chance at a strong start. That means you will provoke buyer interest and launch into your proposal with high expectations.
Whichever tactic you choose as your opening gambit, be sure it is the most effective one for each specific buyer. And by now, you should know which tactic they will respond to the most.