Word of the week: TO PITCH
Related expressions
1. to pitch – to present something to someone, usually in an attempt to get them to purchase or agree with the presenter.
Tom was trying to pitch a new service to his loyal customer.
2. sales pitch – a pitch specifically geared towards getting someone to buy something.
Our number one salesman is Robert, whose sales pitch is unmistakably the best.
3. to hone – to perfect or make more intense or effective.
Sally honed her speech for several days, until she finally got it right.
In context
How many times have you picked up the phone to hear someone asking you if you’d like to purchase a brand new, environmentally friendly and cost-efficient electric kettle? If you are quick enough to realize what is about to happen, you politely, but firmly refuse the purchase and hang up. If however, you’re not quick enough to realize that you will be manipulated into ordering such a product, then for the next 10 minutes or so you will listen to a sales pitch. In other words, you will hear a well devised sales presentation of a product you’ll eventually have the desire to buy.
When you think of it, the person selling the product may have a honed script which he or she follows, because like with every presentation, there is a structure and appropriate language. Everyone, with the right motivation, can learn how to pitch effectively. The first step is to grab the attention of the customer. What should work is a real life story about something the product has done to improve someone’s life. This will build the seller’s credibility and the buyer’s confidence. The next step is to present the product’s unique selling point. Finally, we’re told that if we don’t buy the product soon, we will miss an opportunity of a lifetime. That is why the seller will give us a special number to call or provide us with unique coupons. The result is an interest or a desire to buy the exceptional product.
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Listen and repeat
