Does your offering make potential customers’ mouths water? Do their pupils dilate, as one marketing professor describes it, when you tell them of what you sell? Do they show signs of absolute, total desire for what you offer?

I have seen it happen before, and just to be clear, it wasn’t for my offering. I just tagged along with my client as they went through their sales presentation. As they told the prospect what they offer, the surprise and delight was evident. The prospect said: “…you actually do A, B and C…?”

That is the reaction you want: “…you actually do that…?!” And this is true not only for consumer markets, but business markets too.

Lately I find myself watching videos on YouTube of airplanes taking off and landing. It is surprisingly relaxing after a long day. It is a habit for plane spotters globally to post their videos online. Sticking to the theme, can you imagine the first time a customer heard from the Airbus rep that he sells a plane, the A380, that can carry more than 700 people from London to Hong Kong on less fuel than a standard Boeing Jumbo? “Wow! You actually do that!?”

That’s the effect your sales pitch should have in order to break through the clutter. Otherwise you just become another proposal or quote in the in-tray. It is the effect you want in order to ensure that they remember you 3 months down the line, when they’re ready to talk business.

Let’s not fool ourselves, your sales pitch should blow them away. There are no half measures here.

How do you determine the future success of a business? By looking at the income statement? Or into the eyes of a potential customer as they hear the sales pitch. The one is a measure of the past, the other of the future.

Make their pupils dilate! Or close your business.