The messaging you use in your sales pitch should tie in with the messaging you use in your marketing.

Why? Because if you run a campaign and customers respond to that particular messaging, you know that’s how they want to be sold.

After all, if they weren’t interested in that type of messaging, they wouldn’t have responded.

Imagine, for example, that your gym runs a marketing campaign highlights its knowledgeable personal trainers. If people respond to that campaign, don’t try to close them by talking about your low prices or modern equipment or great atmosphere – close them by talking about your knowledgeable personal trainers.