Basic Sales Skills for Creatives: Write Your Sales Pitch | Mikaela Boberg | Skillshare

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Basic Sales Skills for Creatives: Write Your Sales Pitch

teacher avatar Mikaela Boberg, Surface Pattern Designer

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (36m)
    • 1. Introduction

    • 2. Project Video

    • 3. Define Your Products

    • 4. Analyze Your Customer

    • 5. Write Your Sales Pitch

    • 6. Prepare for Objections

    • 7. Pitch by Email

    • 8. Conclusion

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About This Class

Are you struggling with reaching out to new customers because you don't know what to say or are afraid of getting rejected?

Then writing a sales pitch will help you on the way!

A sales pitch describes what you are selling so that the customer really understand its value. Learning basic sales skills will make it easier to reach out to new customers and increase your chances of getting closed deals. To be able to find your way into your customers' heart, you need to understand your customer and talk directly to them. 


In this class you will learn:

  • Defining your products
  • Analyzing your customer
  • Write your pitch
  • Prepare for objections
  • Tips for pitching by email

I have divided this into five steps and with questions to answer in each lesson. I will provide you with my answers as we go along. 


To be able to describe for your customer what you are selling and what value it can give them, you first need to clearly define your products properties for yourself.


You will start with defining 1-3 of your main products. In this class I will define the products properties of my printed fabrics that I'm selling.


Then you will analyze the customer group you are targeting and figure out their needs. After this steps you will combine your answers into a sales pitch and get some tips on how to deliver it with email.

This class is for everyone, no prior knowledge of sales is needed. My goal is that after taking this class you should feel more confident when reaching out to new customers. You shall know what to say and feel proud of your work!

Meet Your Teacher

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Mikaela Boberg

Surface Pattern Designer


Hi there!

My name is Mikaela Boberg and I'm a self-taught surface pattern designer with a special interest in sales.

I have always had a dream of running my creative business and to get there I have studied entrepreneurship and gained experience through my previous work as an account manager and project manager. I have got deeply interested in the psychology behind sales and the human interaction in sales situations. Being good at sales is to understand other people and their fear and desire.

I'm happy to share my knowledge about sales with you! Have a look at my courses here on Skillshare.




Today I run my creative business as a surface pattern designer, creating romantic floral patterns with ... See full profile

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1. Introduction: Are you one of those who are dreaming of making a living off your passion, spending every day doing what you love, getting paid for doing what you do best, getting paid to make a living of your passion, you need to get paid. How do I get paid? Hi there. My name is Michela Buttignol and I am a surface pattern designer with a special interest in sales. I have always had a dream of running my own creative business. I have started entrepreneurship and gathered information in working as an account manager, building customer relationships. Today, I have my creative business where I sell digital pattern files and printed fabric. But running a creative business is so much more than just creating art. You need to get the money coming and by doing that you need to sell. That is why I'm going to teach you the fundamentals in sales. By that I mean learning how to approach new customers and building good customer relations. This is no rocket science and learning just a little bit will help you a lot in your future meeting with your customers. In this class, I will cover a fundamental step in your sales training, writing a sales pitch. To do that, you first need to define your products, what you're selling, and then analyze your customer, the one you are targeting. When you have this information, you will gather these into a sales pitch. You will also learn how to prepare for objections and I will give you some tips on how to deliver the pitch that you made. After this class, you should have written your sales pitch and you're ready to reach out to new customers. This course is beginner friendly, so you don't need to know anything about sales from before. I hope that you are as excited as I am. Let's jump right into it. 2. Project Video: [MUSIC] I chose this project because it's a fundamental step when learning about sales. You should be able to pitch your product, and talk about them so the customer really understand what it is, and what value it can give them. I myself do these steps when I prepare for a sales talk. By being prepared, I feel more confident when reaching out to new customers. Confidence is something that really shines through a person's appearance. If you do these steps a few times, you will learn to speed up the process, and finally, you can do them in your head while you are talking with the customers. The progress for today's class is to write a sales pitch, and prepare for your sales talk with the customer. In the first lesson, you would begin with, defining what you're selling, and what value it can bring to your customer. In the next lesson, you will learn to analyze the customer group you're targeting, and figure out their needs. In the third lesson, you will write your sales pitch by using the information you have gathered from the previous lessons. In the next lesson, you will learn how to prepare for objections that your customers may have. Finally, in the last lesson, I will give you some tips on how to design a personalized email for your pitch. You will work on your class project in each lesson, and I will provide you examples of my answers as we go along. In this class, you will do some writing, so you need a pen. In the project resources tab, you can find a project workbook with all the questions that we will go through in this class. Make sure to print a copy of the workbook before these lessons or use paper or a computer to write them. You should also have some of your products that you're selling close to you, so you can have a look at them during the class. After this class, you should have written your sales pitch, and feel ready to reach out to new customers. Don't forget to post your class in the class project section. I'm looking forward to read through your answers. See you in the first lesson. [MUSIC] 3. Define Your Products: In this lesson, we will make a deep dive into your products, what benefits they bring to your customer? We do this step to prove what you and your products are and stand for. Because selling your products is about being confident about your products. Have a copy of the workbook close to you. Let's deep dive into the first question. To begin with, define who you are and what you are passionate about. My name is Miguel Bouba, and I'm a surface pattern designer from Sweden. With a love for creating printed heuristic fabric and patterns for products. Next, choose 1-3 of your main products to focus on in this class. It's easier if you limit your options and then do this exercise multiple times, instead. What you're going to do now is to define your product properties and write them down in the left column in the project workbook. In this project, I will focus on printed fabric and especially this one that I made. It's a collection of some fabrics. To help you to find your products. We will go through some categories, but please feel free to add or adjust so it suits your product better. We begin with the visuals. How does your products look according to size and shape, colors? Does it have a certain style or a feeling that it gives? If I will define a product property for this one, to begin with the colors, they're in monochrome natural colors. They have playful designs where the fabrics suits well together. Next, product property is material. What material is it in your products? Why did you choose that one? Regarding the quality, it is a very high-quality cotton with a very dense and smooth feel, and the garment is a AEKO-tex certified. Another thing that defines your product is your production process. Define which steps you take in your production and special decisions you take along the way. You can also mention if it is a smaller, large-scale production, locally produced, or something similar to that. I create my designs by making hand-drawn illustrations of the elements. Then translate to the computer and create the repeat pattern file. I then send the pattern file to a company in Europe who prints it on fabric. Next step is to define how your product properties bring value and benefits to the customer. Read through what you have written in the left column and figure out how the customer will benefit from that. Be creative and jot down anything that comes up in your head. Let's have a look at what I have written in my left column and see what value that brings to my customer. I have written neutral colors. A benefit for that is that it suits unisex products, which enables a large customer base. I have written playful motifs and it gives a happy feeling. I think both of these to inspire to be creative and start a sewing project. Regarding material selection, I have written high-quality cotton. AEKO-tex certified with a smooth feel and a dense fabric. All of these properties is perfect for sewing projects. Regarding the AEKO-tex certified, that mean that it contains no harmful chemicals, which a lot of customers are aware of. For production step, I have written hand-drawn illustrations with inspiration from nature. The value is that it's my own design from paper to finish it, to print. I have also written that it's printed in Europe, which means no long transportation if you live in Europe. And it's a small-scale production because it's only me printing my own designs. You can't find these products in every store. That means that the reseller becomes very exclusive. That was what I have written. Now it's time for you to take action and write yours. The key takeaway from this lesson is to think of your product properties and how they can bring value to the customer. By doing this step, you have started to put yourself in the customer's shoes and it violates your products with a different point of view. In the next lesson, we're going to focus on your customer and their needs. See you in the next lesson. 4. Analyze Your Customer: [MUSIC] In the first lesson, you defined your products and what value they can bring to your customer. In this lesson we're going to focus on your customer and figure out their needs. First of all, we're going to figure out what customer group you are targeting, if you're targeting a business that you are selling directly to the business, or if you are selling directly to the consumer. Your customers have different goals, and depending on what that is, they have different needs. Common goal for company is making profit, increasing growth, it could be by increasing revenue, taking more market shares or expanding their product portfolio or heading to a different market. I will say these are the most important for most companies. But of course, there are also organizations where the goal is to give back value to their customers. When buying a product, the customer value different needs. First of all, the price. The customer wants value for their money. A higher price often indicates high equality. If quality is important for the customer, they will accept a higher price. However, if the customer wants something as cheap as possible, they don't care or expect the product to hold high quality. That leaves us to the next thing, determine the quality of your product, which can be the material, the design, sustainability, etcetera. But it also includes the customer service and support the customer receives during the purchase and afterwards. Another category is choice. Customers value the freedom to choose between different versions of a product, it could be different colorways or adjusting the price by adding or removing extra functionality. Another factor is convenience. If a product makes the customer's life so much easier, they would want to have it. Therefore, making the process as convenient as possible for the customer is a good way of feeling good customer relations, offering fast delivery or even free delivery. That is something that is very common in online shopping. Finally, a lot of customers value design. We buy a lot of things just because they are beautiful or belong to a brand that we love. To be successful say, you should focus on your customer and their needs. A customer experience problems when some of their needs are not fulfilled. Therefore, pay attention to what problems they have and are struggling with and try to solve that. Right, to dig deep into what your customer wants by answering the following questions. First of all, choose one customer to focus on. It could be a large international company, maybe it's a small local store, or you sell your products directly to the end-user. Next, you should study a customer by doing some research. Head over to their website and study their product portfolio and see what products they're selling, and if your products are a good match. What customers are they targeting in their turn? The customer group I am focusing on in this project is small local fabric stores for reselling of my products. These stores are typically selling all kinds of fabrics and sewing accessories directly to the consumer. What is your customer's goal? Do you think it's to make profits, increase growth or to bring value? Maybe you find that it's something completely different. The customer that I'm targeting is a small fabric store, and I believe that their goal is to make profit and bring value to their customer. What do they value? Is price important for your customer? Or do they prefer good quality because they are a dedicated brand? How about choice and convenience? Or is the design and brand the most important? The fabric store is selling to the consumer, and the consumer is quite price sensitive. Therefore, I believe that my customer, the fabric store, would like to have a low purchase price for me so they can make more profit. I also know that they often have limited storage space so I think that they will value quite flexible solutions around delivery and minimum order amount. Now that you have defined your customers' needs, what problem do you think they experienced when buying similar products like yours? As I said before, they don't often have that much storage space, their customer in turn are quite price sensitive so they need to have low prices. How can you help your customer to solve these problems? How can you help your customer to reach their goal? By being flexible in the way that I deliver my products or which amounts they can buy from me, I believe that the customer would feel special and appreciate that. The customer wants to make more profit by selling my products at a higher price to the consumer. The consumer, in turn, can accept the high price if they're getting more value of the product. For example, when buying textiles from a famous brand, or if he gets extra funds to buy from it. So what I think of is to make it extra fun to buy my products. What if I can make a flyer that explains me as a local designer? Or maybe I can give them a freebie of some sort. Indirect, I'm helping my customer store to sell my fabrics to the end user. You might notice that you may need to add something to your own product range or have a special offer to your customer to fulfill the customer's need. It doesn't need to be much, only one extra small thing will make the customer feels special, and that could be the whole difference. Now is your time to define your customers. The takeaway from this lesson, focus on one customer group and analyze their need. Try to solve their problems. Make them feel special by giving them extra service or a freebie. That's a great way of building good customer relations, and your customer might want to buy from you more than once. In the next lesson, we will combine everything into a sales pitch. See you in the next lesson. [MUSIC] 5. Write Your Sales Pitch: In the previous lesson, you have defined your products and what value you can bring to your customers. You have also defined your customers and their needs. In this lesson, we will combine the answers into a sales pitch. I will first go through the theory behind this lesson, and then we will go through the questions together and I will provide my answers as we go along. A sales pitch is a short presentation of your product or services and how it can help the customer with their problems. It usually starts with a problem statement, followed by an introduction of you and how your products can help the customer with their problems and bring them value. It should also include some reference examples with customer stories, which proves your point. A great way to end your sales pitch is to have an open-ended question. It enables you have to have a discussion with the customer and leaves them with a call to action. Let's break it down into each part and go through it together. Begin with reading through what you have written in the previous lessons, mark out the worst that you like the most, or the sentences that you feel really resembles you. Do you find any obvious relationships between your products and what value they can bring and what your customer needs? The first part of a sales pitch is to capture your customers interests. Think of a headline in a newspaper. Only one sentence can catch our interests. It usually includes something that we fear and want to avoid or something that we desire. What we would like to do in a sales pitch is to start with a problem statement that we think that customer might have. Choose one of the problems which you brought in a previous lesson and then try to write it as a problem statement or a question that will capture your customers interests. Some examples that I can think of is, do you find it difficult to find Swedish design years of fabric with flexible terms of purpose and delivery? Next step is to introduce yourself so that a customer quickly understands who you are and what you are offering. Try to depict yourself as short and precise as possible. Use what you answered to the question in the first lesson. My name is Michela [inaudible], and I'm a designer from Sweden, with a heart from creating playful fabrics and patterns for licensing. My fabrics is of high-quality cotton that is [inaudible] certified and they have a very dense and smooth feel. They are perfect for kids clothing projects. Next part is a value statement where you define how you bring value to your customers. Use what you have written when defining products and how you can help your customers with the problems from previous lessons. Some examples that I can think of is, I sell my designs to selected retailers and you can become an exclusive reseller. I also have a very flexible term of [inaudible] and delivery with no minimum order amount. To prove your point and build trust, you should show some images of your products in action and some other customers using your products. You can also list reference customers and include testimonials from a customer who has tried your product. Previous customers are very satisfied with the high-quality of my products and their flexible solutions of [inaudible] and delivery. A great way to end your sales pitch is to have an open-ended question. It enables you to have a discussion with the customer, and leaves them with a call to action. Think of what is the next step that you want the customer to take? Some example that I can think of is, do you want to have a closer look at my fabrics? I'm happy to book a meeting with you or send you some samples. Until then, head over to my website and have a look at the inspirational pictures of my products. Now it's your turn to combine all your sentences into a sales pitch. Rewrite the sentences so they work well together. Try to say your pitch out loud for a few times. Does it feel right? Do you think that it resembles you in the right way? If not, rewrite some sentences so you get really satisfied with it. It's important that you feel comfortable with what you have written. A take away from this lesson. A sales pitch is a short presentation of how you can help the customer with their problem. It should include how you can bring value to the customer and some success stories. It should also have a call to action for the customer. In the next lesson, you will learn how to prepare for objections. See you in the next lesson. 6. Prepare for Objections: [MUSIC] At this time, you should have written your sales pitch and be ready to reach out to new customers. But before you do that, you should prepare for objections, and that's exactly what we will go through in this lesson. I believe this is the most important step in the whole preparation process before reaching out to new customers, and still this step is usually nothing that we practice. But by being prepared, at least I feel more confident when reaching out to new customers. Here's the thing; behind every objection lies an unanswered question. When a customer has an objection, they are actually questioning why they should buy from you. By preparing yourself on these question you will have valid answers to your customer's objections. This was mind shifting for me when I first learned about this theory. Instead of being afraid of the objections and taking it personally, I now see the need of being more clear in my presentation and have a reply to their hidden question. When we get an objection we often have not succeeded to convince the value with our products. What you will notice is that the most customers have the same objections, so by preparing for those you have a valid answer to reply with. Or at least you will feel more confident and look more professional towards your customer. Think of as many objections as possible and write them down into the workbook. Try to figure out what question that hides under the objection. Then write the answer to that question to help you use what you have written in the first lesson about what value you bring to your customer. I will go through five of the objections that I could think of. The first one is, "It is too expensive." The question that hides behind this objection is that the customer ask why does it cost that much? The customer doesn't understand the value of the product. Your job now is to make the customer understand the value so they understand the price. If the customer still thinks the price is too high, then negotiation of the price is due to a point where both you and the customer are satisfied. A possible answer for this question would be, "My products hold high quality and are small-scale produced, they are not sold everywhere so you become a very exclusive reseller. I also offer you no minimum order amount for full flexibility." Another objection I could think of is, "I don't have time for this." This is not really a question that the customer is having but instead the customer doesn't see the value of the products. Try to figure out what part of your presentation the customer did not understand. A possible answer for this question would be, "I understand, time's are busy right now. How about I send you some samples so you can have a look in peace and quiet, and I will get back to you next week." Important here is to actually get back to the customer. I don't like to be pushy so the customer feels threatened. Instead I want to build trust with the customer so I believe it's better to be consistent and try to get a reply another day. A third objection is, "I'm not interested." Try to figure out why the customer is not interested. Have the customer really understood the value of your products? Is it a matter of the product or the price? By asking a straightforward question the customer will respond honestly, and it could be any of the other objections that you have practiced for. If that's the case, then you know how to continue the conversation. If you found out that the customer is not interested, still be polite and thank them for their time. Be sure to tell them where they can find more information about you if they change their mind. Another objection, "Your product doesn't match our product range." Try to figure out what the true reason is behind this objection. Depending on what the customer answers you know if you have any other products that might suit them better. A possible answer for this question would be, "Can you explain to me more exactly what you are looking for so I get a better understanding? I have more products than those that I've showed here and I'm constantly making more products so I might have something that suits you better." The last objection, "I don't like your product." If I hear this I would like to try to figure out what the customer doesn't like about the product and see if there is something else that I can offer them. My answer to this question would be, "Sad to hear that they don't like the products. Can you explain to me exactly what it is that you don't like so I know what you are looking for?" We have gone through five common objections but feel free to continue with as many as you think of. The goal is to get a better understanding of your customer and what they are looking for. Even if you find out that your product doesn't match them at all you still get valuable information that you can use. Maybe you find out that all of your customers are having the same problem, then you can focus on solving that problem and all of a sudden, you have plenty of customers. Take away from this lesson. See objections as a hidden question that needs to be answered. Listen to a customer, what they are saying might help you to get the information you need to produce to next best seller. In the next lesson, we will go through some tips on how to deliver the pitch on email and what you can do to personalize the email so it stands out. See you in the next lesson. [MUSIC] 7. Pitch by Email: In the previous lessons, you have defined your products, customers, and written your sales page, and now you are prepared to reach out. In this class, we will go through some tips on how to pitch my email. First of all, have a subject line that captures interests. Think of the headline in a newspaper again. The effect, we want is, that the customer should read only one sentence and want to read the whole article or your pitch in this case. The subject line should not be too long, so try to strip it down to five words. Next, greet your customer. This one is quite obvious. If you're targeting a special person, not an informant, write their name for personalization. Include pictures of your products. We're also overloaded with information these days, so we usually don't read the emails, we scan them. Because of that, it helps to have pictures of your products so the reader sees what you want to say. Next thing is to play with email design. All newsletters and advertising that you get in your inbox are well-designed so they should capture your interest. They take advantage of fonts, colors, placement of each element, and so on. So take an extra look at those advertising emails in your own inbox. Study how they tried to capture your interest and see if you can learn anything from that. There are plenty of ways to make beautiful email design and I will not go through it here because that's an entirely different topic. But I recommend to search for another class here on Skillshare that go through exactly that. Another thing that isn't that common is to include a video in your email. Here's the thing, people buy from people. That's an expression I learned early in my sales training. We buy things from people we trust and we are barely trusting people that we have seen or spoken to. That of course is difficult when you are pitching by email and not to the person directly. To speed up this trust-building process, one can include a video in the email so you speak directly to the customer. Why not deliver parts of your pitch on that video. Finally, make it easy to contact you. Have links that goes directly to your portfolio or social media channels. So I thought I should then make an example of how you can include a video in your email. First of all, you need to have a video and you need to have it hosted somewhere. I have used YouTube in this case. If you don't want anyone else to see the video more than the ones that have got the link, then you can upload the video as unlisted. Then you just copy the link. Sorry, this is in Swedish. What is good with using YouTube is that you can create a beautiful picture like I have here and then the picture is having the link, so when the people. Now I will design this picture and I will just take a photo from the video that I have. I'm just going to [LAUGHTER] find a nice photo. I think this one look very beautiful. I'm going head over to Canva, which is free to use software and very easy to use. So I will just post this image here, so I'm just going to change the background, the blue. This is the one that I have used in this videos. Then I will have a text. I'm thinking something that, so it makes easy to see what's this video about. I write exclusive fabrics here and change the font. It gets a little bit more more spicy. I thinking about handwriting because I like it, feels personal, but what I see now is the contrast is really bad. I think I'm going to change the color a bit. What if I just take a rectangle and add a suburb. Then I can add the text above here. Alright, take the text, put it there, position at the center. Now I can change the color. I like this light green one. What I'm going to do now is to add a Play button so it looks like this image come from the video. I'm making the bottom quite large, so it's easy to see. The bottom is the most important thing here. Positioning it in the center. I'm decreasing the size of this white rectangle just so it doesn't hide the Play button. Now I'm finished. Now I take the pitch that I have written in the last lesson and I just copy it in here. I think I will remove some parts because I don't want too much texts. As I said, we are scanning emails, we are not really reading. Including the picture. What I'm doing now is that I'm marking the whole picture and clicking on the Link button here. Now I need the link that I got from YouTube. When people are clicking on the image, they will follow the link into the video. So I'm just going to write a text, so it's makes it really clear what I want the customer do. Nice. I'm just reading through what I have written, so the pitch looks really good. Removing that part, I thought it was unnecessary. Removing some whitespace. I can also make this a link as well because this is where I want the customer to visit my website. So I'm just pausing there and this default link doesn't look that good, so I'm just going to make it bold and change the color. Something that looks like the blue in my image. Maybe I should take the first sentence, make it a little bit beautiful as well. As I said previously in this lesson, playing around with email design is a good way, so some of your sentence stands out more. Then I would just change the font on all texts so it looks a little bit more fun and it stands out. As I said, there is plenty of ways to play around with email design, making it look beautiful, but we need a subject line that stands out. Remember a few words as possible. I said five. Here it ends up with six word for me. I think it works good. I think I'm getting ready. Now we just click Send. The takeaway from this lesson is, have a subject line that captures interests. Greet your customer in the email, include pictures of your products so it's easier for the reader to know what you are talking about. Play with the size so you have a good-looking email. Include a video of yourself where you speak directly to the customer. Finally, make it easy for the customer to contact you. [MUSIC] 8. Conclusion: In this class we have gone through defining your product and your customer, and we have combined it into a sales pitch. I hope that you have got a better understanding of your customers and now feel confident in reaching out and have a sales sale. As you may have noted, it is much about understanding your customer and listening to what they have to say. Another important thing is to be consistent and follow up on your emails and phone calls. Now, I'm looking forward to seeing what you have written in your project workbook.