Crafting the Perfect Sales Pitch: A Step by Step Guide

Crafting the Perfect Sales Pitch: A Step-by-Step Guide

Learn more about the core elements of a good sales pitch and review sales pitch examples that work.

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Let's be real: The sales pitch has evolved. It's no longer just a pitch; it's a fastball. You have about 30 seconds to hook your audience. In that time, you have to connect, persuade and provide value to a complete stranger - it's no easy feat.

Your potential customers today are more informed (and skeptical) than they've ever been. Our latest State of Sales report shows 81% of sales reps say buyers increasingly conduct research before they reach out. Pitching with information your prospective customers already know shows apathy - and a lack of awareness.

That's why the work you put in before you hop on a sales call, and the follow-up once you've aced it, are so critical to closing the deal. We have some tips to ace the pitch - before, during, and after those critical 30 seconds.

In fact the best sales pitch is not even a pitch at all. It's merely a conversation.

What you'll learn

• What is a sales pitch?
• How to structure a sales pitch
• How to write an effective sales pitch
• 5 sales pitch examples
• 5 tips for delivering a sales pitch

What is a sales pitch?

A sales pitch is a conversation - delivered in person, over the phone, or through digital channels - designed to convince a potential customer to buy a product or service. It's a chance to connect with your customer and make a compelling case for why your offering is the right fit for their needs. Make it count by being knowledgeable, personable, and genuinely focused on how your company's product or service can positively impact their business. And do it in less than two minutes. A sales pitch is about reducing the unknowns that a prospect or customer has in relation to your products and services based on their specific pains. When done right, a sales pitch uncovers the specific use cases a prospect or customer has and then aligns with your offerings to solve these use cases.

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How to Structure Your Sales Pitch

A successful sales pitch begins long before you deliver it. It's about doing your homework and understanding the potential client's business context. Here's how to structure your pitch to flow seamlessly from opening to close, addressing the buyer's needs at every step.

1. Start with a personalized opening: Show them you know them. Open the pitch with something specific to your prospect, which shows you've done your homework. This could be a reference to a recent company achievement or a challenge they might be facing. This personalized touch sets the tone for a focused and engaging conversation.
2. Address the prospect's needs: Before addressing the prospect's needs, even if you know them, it's important to ask questions about their specific pains. The goal here is to have your prospect hear themselves talk about their pains as opposed to you telling them their pains. That makes a salesperson sound arrogant and conceited. When possible, always ask more questions that drill down to their core pains which have an actual use case story and a negative economic impact to those use cases they face on a regular basis. Use this as the basis for your presentation, making sure every point you make relates to their goals.
3. Present data-driven solutions: This actually includes two motions. First include evidence and data that reinforce the value of your solution. Statistics, case studies, or user testimonials will make your pitch more credible and prove that you understand their needs. Secondly, you want to ask questions that get your prospects and customers to confirm these solutions are actually better than the way they are currently handling the challenge. How much better is your solution to their current way, and making sure this is a priority pain they want resolved. Again, when you ask these questions, they are actually pitching themselves, you are not pitching them at all.
4. Conclude with clear next steps: As you wrap up, make it clear what comes next. Include a call to action that outlines the next steps for engagement. This could be a request to schedule another meeting, a product demo, or a free trial period. Make sure your prospect knows exactly how to proceed. In some cases, you may want to start asking what the next steps in their decision making process look like? Who are the skeptics on the buying committee?

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How to write an effective sales pitch

Crafting an effective sales pitch is like building a bridge between what you offer and what your client needs. Here's how to span that gap step by step, making sure every part of your pitch pulls its weight:

1. Research your pitch: Salesforce's State of Sales report shows that 87% of businesses expect sales reps to act as trusted advisors - and more than two-thirds don't bring in sales until prospects are ready to make a purchase. To wow these prospects, you have to come prepared with a presentation tailored to their specific situation. Build the best case for your company by researching your prospect before your call. Dig into their LinkedIn page to understand what their business is about and what challenges they face. Read articles on issues and trends in their industry and pull up relevant case studies. If you were them, what sort of messaging or product benefits would get you to stop and consider your offer? After that, figure out who you'll be selling to. Are you pitching the chief marketing officer, service vice president, chief operating officer, or the head of legal? Knowing the role of your buyer (or buyers, more likely) will help shape how you personalize your pitch. Understanding the common pain points of your buyer's role is a great place to start.
2. Personalize your pitch: Once you have a sense of your prospect's needs, it's time to tailor the pitch. Get your team together and create different drafts based on what your prospect is up against. Use your hivemind to brainstorm different pitches, then poke holes in them and patch those holes until they're perfect. Choose a couple pitches that feel most suited to your client and be ready to use them. But don't get too attached to the script. Start the call with a question about your client's needs. Use your research to ask them about a common issue in their industry and ask whether they've faced similar problems. If they say yes, use the pitch that matches their concerns most closely. If the answer is no, ask what particular issues they are struggling with and adapt your pitch from there. Remember to give them information that actually benefits them. Offer advice they can't find online or on their own, helping to secure your position as an advisor as well as a sales rep.
3. Craft a compelling narrative: Here's where you bring the human element. Weave a story that connects your offering to your client's needs. Don't just talk about features; tell the customer how your product will lead to better business outcomes. To start, ask the client open-ended questions about the issues they're facing in their business. If you have a client who wants to level up on their customer relationship management (CRM) software, ask them what hasn't been working well with their current system, or what their biggest goal would be in finding a new one. Once you know their problems and goals, help them imagine how your product will get them there. If the client tells you that their current CRM doesn't give them easy, prioritized prospecting data, talk to them about how your AI-empowered CRM can help them find potential customers with ease, leading to customer relationships that really count. Instead of moving straight to closing the deal, ask them to imagine that future with you - envisioning how things would be different with your product in hand. Then talk logistics. When you recognize their challenges and frame your product as a solution, it proves that you're not just trying to sell them something. You're offering a way to make their lives easier. Make it tangible by citing examples or brief case studies, if possible.
4. Hone your elevator pitch: Too often, pitches fail because they're unfocused, long-winded, vague and talk about what you do. Nobody cares what you do. They only care about the pains you solve in relation to their specific perspective. Nobody cares Richard Harris is a sales trainer. They start to care when they hear Richard Harris teach sales reps how to earn the right to ask questions, which questions to ask, and when to ask them. That's a picture of pain.m To improve your overall pitch process, focus on crafting an elevator pitch - a concise story that tells your prospect how your product can solve their problems. The best elevator pitch is no more than two sentences about 35 words and paints a picture of pain the prospect has in relation to how you solve them. If it takes more than 15 seconds to deliver your elevator pitch it's too long and people will stop paying attention to you.
5. Offer insights, not just info:
   
   As humans there are three things we all like. We like to be seen, heard, and understood. When you understand this in relation to your customers' pains and needs, you are no longer "pitching" them.
   
   These days, customers come prepared. They've done their research and know what they want - or think they want. The latest State of Sales report shows that 86% of business buyers are more likely to buy when their goals are understood.
   
   While buyer's come more prepared than ever before. Sales people come even more prepared than the buyer. We know their pains, their industry, and even their own psychological make up. And to top it off, we are more educated about selling and practicing our sales skills than any buyer is about buying. How often have you ever read a post that taught you how to buy? And then you decided to sit down and study it, and then actually role play the entire scenario. At best, maybe you've done that when you think about buying a car, but just maybe.
   
   All of this means your sales pitch has to be more than just a rundown of the facts. It's about being one step ahead, providing insights they can't find anywhere else, and showing that you're not just a seller but a trusted advisor in their success. While customers do come more prepared to sales calls they are not more prepared than sales people. As sales people we have way more research about these buyers
   
   So, include something that's not so easy to find, such as a compelling case study, powerful statistics, or a customer testimonial that speaks directly to their goals. Make your pitch a valuable resource that demonstrates your understanding of their objectives and is something they'll want to keep coming back to.
6. Use data to strengthen your case: I've always said that data speaks louder than words. Incorporate concrete data points that illustrate the value you're offering, whether it's improved efficiency, cost savings, or revenue growth. Make sure these figures are front and center in your pitch. If your alarm system reduces burglaries by a certain percentage, put that in a powerful visual to help your client understand its impact. Do you offer bookkeeping services? Share data on how your product has helped people improve payroll efficiency and focus on the substance of their business. You want the client to be able to see the results, not just hear them. Data can help you do that.
7. Learn to listen better: If you're nailing a sales pitch, you should be listening. And in order to do more listening, you need to ask more open-ended questions. If you are doing all the talking and not asking deep and meaningful questions then you aren't doing your job. Nobody wants that. Sellers say active listening is one of their top tactics to build good relationships with prospects, according to Salesforce's State of Sales research. Here's the best definition of active listening we know, active listening is your internal and intentional commitment to fully listen and embrace the feelings of another individual and respond in a supportive way.
   
   Embrace moments to ask them what they think of what they've heard so far and respond with thoughtful follow-up questions. Buyers don't want a high-pressure sales presentation; they want to feel heard and guided. Active listening can help you forge a relationship that leads to long-term loyalty.

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5 sales pitch examples

I've laid out the best principles for writing a sales pitch. But what kinds of pitches actually lead to eyeballs, clicks, and deals? I've compiled a rundown of some of the sharpest sales pitch examples I've seen that make real waves in the field. Each one succeeds at a different aspect of a sales pitch, but all stand out for how genuinely they connect with the prospect.

1. Personalized email to a prospective client

"Hey, [Client's Name],

Yup, I'm prospecting you and figured I might as well be honest about it. I am curious how your team is addressing the following issues we've heard that are currently a challenge for others in your space?

If you're interested I'm happy to share ____ with you. And no, we do not even have to speak if you don't want to.

Can I send it over?

Why this pitch works:

• Honest from the start: People appreciate honesty. And when you are honest they actually feel compelled to keep reading in many cases.
• Direct and informed: Be brilliant, be brief, and be gone. This speaks directly to the specific pictures of pain the client may be feeling, making it highly relevant. And it's very short which aligns with people's attention spans and the fact they may be reading it on a phone, not a computer.
• Evidence-based approach: Offers tangible proof through a case study, boosting credibility
• No Commitment call to action: The state of sales report says customers want salespeople to be trusted advisors. In this scenario we are simply offering advice, we are not asking for anything in return.

2. Voice message via LinkedIn

"Hi, [Name], I caught your comment on [Topic] over on LinkedIn - spot on. I've helped others in your industry navigate these waters. What do you say we chat this week? I'd love to share a strategy that could benefit [Company]."

Why this pitch works:

• Guaranteed Delivery - These messages always end up in someone's messages box on LinkedIn. And the email notification that they do receive does not go to spam in most cases.
• Personalized communication: Uses a direct, conversational tone appropriate for LinkedIn
• Relevant engagement: Connects their comment to a potential solution, showing attentiveness
• Casual yet clear CTA: Proposes an easy next step, lowering the threshold for engagement

3. Pre-recorded personal video for a conference lead

"Hey, [Name], great to connect at [Conference]. You mentioned [specific problem], and that got me thinking. Let me show you how our solution tackles exactly that. Check out this quick demo I put together for you. Can we jump on a call to talk this through?"

Why this pitch works:

• Builds on existing rapport: References a recent interaction to reinforce the connection
• Focused on solutions: Directly targets the discussed issue with a tailored demo
• Dynamic presentation: Uses video to engage and illustrate the solution vividly

4. Customized follow-up email after a product demo

Hey _____________,

Great speaking with you today. Please use this email as a summary of our conversation. Would you please respond and let me know if I captured everything correctly?

Thanks,

Richard

Next Steps

• Richard to include
• Richard to include
• Richard to make contact again on ______
• Customer to ____
• Customer to ____.

Challenges Feedback Loop

• Discussed ___. which means ____.
• Discussed ___, which means ____.

Why this pitch works:

• Simple and Effective - This is purposely built to look like a short email so people will keep scrolling.
• Accountability - Next Steps comes first to drive accountability and urgency.
• Reinforces customer pains - Drives urgency by remindingthe customer (and sales person) of the specific pains they are experiencing

5. Custom solution pitch

"Hi, [Name], I've been following your innovative approach in transforming [industry], and I'm impressed by your vision. Our tools are designed to propel companies like yours forward, particularly with your recent expansion into [new area or focus]. How about we schedule a quick demo? I'd love to show you how our solutions can directly boost your projects and simplify your processes."

Why this pitch works:

• Tailored to the client's vision: Clearly shows you've researched and understand their impact and direction.
• Highlights specific alignment: Connects your product's strengths to their current strategic movements.
• Concrete next step: Offers a demo that promises to demonstrate practical benefits, encouraging immediate action.

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5 tips for delivering a sales pitch

Now that you've got your prospect's attention, you have to keep it. In sales, delivery is just as important as due diligence. Here are some suggestions for elevating your sales pitch and convincing your prospect to close the deal.

1. Figure out the skeptics - As much as people want to get to decision makers as fast as possible, it just doesn't always happen. Because buying decisions are made by committee, you aren't talking to a decision maker without getting through the skeptics first. Simply say the following, "Hey Customer, I know when we get off this call you are going to take this back to your team. I am curious, who on the team is typically the most skeptical, and what are they generally skeptical about?" Wait for the answer and say, "Oh, ok, would it help if I sent you ___ to address that? I'd hate for you to become a ping-pong ball with back and forth."
   
   (Hint: Sometimes the skeptic is the decision maker. The buyer simply doesn't know how to avoid answering this question.)
2. Keep it sharp: Be precise and concise.. Avoid using buzzwords and unnecessary information. Use language your audience understands, and remind them of the economic impact they gave you when you asked them questions back during discovery.
3. Tackle objections head-on: We should never be shocked by most objections. Be sure to marinate in objections, not handle them. When an objection comes up, ask them their concerns around the objection. Then you can guide them back to the path that leads to a "yes." This shows confidence and reassures them that you've thought everything through.
4. Define the next step: Defining specific next steps creates accountability and urgency in a professional manner. Don't leave the conversation open-ended. Suggest a specific step, such as a follow-up call, a product demo, or a trial period. Make it easy for them to proceed by summarizing the key points and reinforcing your value proposition. This makes it easier for them to agree. It also shows your commitment to moving forward together and emphasizes that you're a partner invested in their success.
5. Review and refine: Every pitch gives you data. Use it. After each presentation, take a step back and think about what worked and what didn't. Adjust and refine your approach based on feedback and results. Continuously improving your pitch not only helps you better meet your current prospects' needs but also hones your overall sales strategy.

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The perfect sales pitch does exist

With these tips, you're ready to create deeply engaging and relationship oriented sales conversations that puts the needs of your customers ahead of theirs. You've put in the time to know your product, your buyer, and their needs. Now you can simply talk with them and close more deals with confidence.

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Richard has more than 20 years of SaaS experience and teaches revenue teams how to earn the right to ask questions, which questions to ask, and when to do it. Richard's clients include Zoom, Salesforce, Google Cloud, PagerDuty, DoorDash, Salesloft, and Gainsight. He's also the co-founder of Surf... Read More & Sales. Learn more at theharrisconsultinggroup.com.