A sales pitch is one of the oldest methods businesses have implemented to attract clients or customers. However, sales pitches have evolved. They went from market traders verbally advertising their goods to passersby to business owners using technology (emails, presentation decks, etc.) to reach potential customers.
Imagine you’re at a major industry conference, surrounded by potential clients. You step into an elevator with a key decision-maker from a company you’ve been trying to connect with. You have just a few floors to make an impact. Your elevator pitch needs to shine and convey your value proposition before the doors open.
This article covers sales pitches. It explores elevator encounters and detailed email proposals. It details good pitch traits and tips to improve your pitch and boost your success.
What Is A Sales Pitch?
A sales pitch is a dialogue or presentation designed to persuade someone to buy or invest in a product, service, or concept. It usually includes a brief, compelling speech that outlines the key benefits and value of the offering. A successful sales pitch begins with a dialogue from a sales rep.
If you watch Shark Tank—or Dragon’s Den, if you prefer the UK version—you’re likely familiar with sales pitches. If you’re not familiar with these TV shows, here’s a quick summary. Aspiring entrepreneurs pitch their business models to a panel of investors. They hope one of the investors, known as a “shark” or a “dragon,” will invest in their business.
Sales pitches may differ in their subjects (the product/service). But, they all share key components.
- Introduction: A brief opening where you introduce yourself and your organization.
- Needs Assessment: Identify customers’ needs or pain points. Do this using prior research or by asking during the pitch.
- Value Proposition: It shows how your product meets the needs. It includes benefits and unique features.
- Evidence: This is data, case studies, and testimonials. They support your claims about your product’s benefits and effectiveness.
- Call to Action: A clear invite for the listener to take the next step, like making a purchase, scheduling a demo, or another engagement.
A sales pitch aims to:
- Capture the audience’s interest.
- Address their needs or pain points.
- Convince them that your offering is the best solution.
Where and When Do You Make A Sales Pitch?
A sales pitch can happen almost anywhere and anytime, not just during formal meetings or on TV shows. While traditional settings include business presentations and client meetings, there are many informal opportunities to deliver a strong sales pitch. Here are some common scenarios:
- Networking Events: Casual chats at industry conferences or social events can turn into sales pitches when you find a chance to pitch your offerings to potential clients or partners.
Here, a sales pitch is often more conversational. It should engage the listener’s interests or business needs by sharing what you or your company does. You might have to weave in an anecdote to make your pitch memorable.
- Cold Calls and Emails: This old sales method involves contacting potential customers via phone or email. The goal is to introduce your offering and gauge their interest. Most people dislike unsolicited calls or emails. So, be concise and direct. You must quickly show the value of your product or service.
According to HubSpot’s 2024 Sales Trends Report, 37% of salespeople say that cold calls are the most effective form of cold outreach. For good results from your cold calls, engage the listener quickly. Your cold emails should be attention-grabbing and make a strong case for a response or action.
- Social Media Platforms: You can post, join discussions, or use direct messaging on Instagram, Twitter (now X), or LinkedIn.
Social media lets you get creative with your sales pitch. You can make intriguing graphics about your products. You can also engage with potential customers in the comments or via DMs. You can also use targeted ads to reach a specific audience. Tailor your pitch to their interests and online behavior.
- Trade Shows and Exhibitions: Attendees are already interested in your products or services. A successful trade show pitch must do two things. It must describe the product and demonstrate it. This often allows for hands-on interaction or live demos. This direct engagement can solidify the value proposition and lead to immediate sales or follow-up inquiries.
- Webinars and Online Presentations: You can reach a wider audience by pitching at online events or via video. There are no geographical limits.
With webinars, embed your sales pitches in valuable content. It should address viewers’ needs to avoid a cash grab vibe. You should also include a Q&A session to interact directly with attendees, address their concerns, and gauge their interests in real-time.
- Content Marketing: HubSpot’s 2024 State of Marketing Report shows that short-form video is now the #1 content marketing format, with most marketers saying it offers them the highest ROI. Use informative videos and webinars. They can deliver soft-sell pitches that highlight your product’s features and benefits.
Embed your pitch in content that solves your audience’s niche-related problems. This builds trust and authority, making readers or viewers more receptive to a direct pitch later.
- Elevator Pitches: They are quick, to-the-point pitches. They aim to spark interest in a short time, like during a brief encounter. They are inspired by the average 10- to 90-second elevator ride.The goal is to pique the listener’s interest with a brief yet compelling overview of your business or idea. An effective elevator pitch quickly states who you are, what you offer, and why it matters. It should lead to a longer conversation or a request for more info.
The Sales Pitch Formula
A compelling sales pitch requires a structured approach. It must combine key elements to show potential customers the value of your product or service. Here’s a step-by-step breakdown of the characteristics of a good sales pitch:
1. Introduction
Start your sales pitch with a polite greeting to establish a friendly atmosphere. Then, introduce yourself and your company to set the stage and make a positive impression. Mention your role and the company’s mission to connect with the listener’s business goals.
2. Personalization
It’s tempting to make a generic sales pitch for anyone. But, you’ll likely get better results if you connect more personally. So, make your pitch personalized.
Tailor your pitch to the specific individual or audience you’re addressing. Mention details that show you understand their business needs. Use relevant industry trends, recent news about their company, or past conversations. This indicates that you’ve done your homework and understand what they need.
3. Establishing Need
Identify and articulate a problem or need that your audience faces. This sets the stage for presenting your product or service as the solution. Use data, testimonials, or common pain points to underscore the urgency and relevance of the need or problem.
4. Present the Value Proposition
Once you’ve identified a problem, explain how your product or service can solve that problem. For example, if you say that 47% of content marketers use 3-4 content management systems (CMS) to get omnichannel capabilities, explain how your new CMS can provide this function without needing a separate complementary tool.
Also, highlight the unique benefits and features that differentiate you from the competition. Argue that your product is best for the audience’s needs. Show how its benefits yield real-world advantages.
5. Storytelling
Stories make your pitch more engaging and memorable. They simplify complex ideas and show the benefits of your proposal. So, incorporate a story or anecdote that illustrates your product or service. Also, share success stories. They should show how your product or service solved problems like those your audience faces.
6. Demonstration
“Show and tell” is the name of the game when it comes to sales pitches. Show your offering in action after telling your audience how your product solved a problem. This could be through a live demonstration, video, interactive product demo, or detailed case studies. This way, your audience won’t just have to believe you. There is proof of how the product works. It will help you build credibility and trust.
7. Handling Objections
People might have objections or concerns even after you’ve demonstrated how your product works. Prepare for and address these things. This will remove doubts. It will also show your confidence and preparedness, which will strengthen your argument. Also, consider using this moment to bolster your product’s benefits by turning negatives into positives.
8. Engagement Questions
As you pitch, ask questions to engage your audience. This will gauge their interest and understanding. Ask open-ended questions. They stimulate dialogue and provide insights into the audience’s views. Use this to tailor your pitch.
9. Call-To-Action
At the end of your pitch, tell the audience what to do next. It could be to schedule a follow-up meeting, make a buy, or sign up for a demo. This is known as a call-to-action (CTA), and it helps to convert interest into actionable outcomes.
Five Sales Pitch Examples to Inspire Your Next Presentation
Sales pitches can vary greatly depending on the medium and the context in which they’re delivered. Here’s an overview of five common types of sales pitches, including a template for each:
1. Elevator Pitch
An elevator pitch is a brief, persuasive speech that you use to spark people’s interest in what your company does. It should be concise enough to deliver during a short elevator ride (about 30 seconds to 2 minutes).
Here’s an elevator pitch template:
Hi, I’m [Your Name] from [Company Name], where we [what your company does]. We’ve developed [product/service] designed to [solve a specific problem] for [your target audience]. For example, [brief example of the solution in action].
I’d love to discuss how we can do the same for you. Would you be available for a quick meeting this week?
Of course, you can adjust this to fit your situation at any given moment. Be concise and direct. But, clearly and compellingly show your value.
2. Email Pitch
If you’re planning to reach out to potential clients or investors via email to sell your product or service, your pitch has to be attention-grabbing, personalized, informative, and concise. You don’t want to waste the person’s time or bore them.
Here’s an email pitch template:
Subject: Improve [specific goal] by X% with [Product/Service Name]
Hi [Name],
I’m [Your Name] from [Company Name], and we help businesses like [their company] achieve [specific benefit]. I noticed that [reference their pain point or recent relevant event].
Our [product/service] has helped companies like [example of past clients] by [specific outcome]. I believe we can effectively help [their company] [solve a particular problem].
Could we schedule a call to discuss this further? I am available on [give two options], but I am happy to adjust to your schedule.
Best,
[Your Name]
This template is somewhat generic, but that’s by design. It leaves room to personalize it and make it relevant to the recipient’s specific needs or pain points.
3. Phone Pitch
A phone pitch involves directly calling a potential client to introduce your product or service. It’s more personal than an email and allows for immediate interaction and feedback. Before contacting them, find valuable insights about the customer and their buyer persona.
When making cold calls, you have to communicate your value proposition as quickly as possible before the person hangs up. You only have a few seconds to impress them.
Here’s a phone pitch template:
Hello [Their Name], this is [Your Name] from [Company Name]. We specialize in [brief description of what your company does]. I know your company has challenges with [specific problem or need]. Our [product/service] can help by [explain how it addresses the problem]. Could I take a moment to discuss how we can bring value to your operations?
This template allows you to be clear about what your company does and also respectful of the recipient’s time. Before you make a phone pitch, prepare to answer questions or provide more details as the conversation develops.
4. Social Media Pitch
A social media pitch aims to engage potential customers on platforms like Facebook, Instagram, Twitter (now X), and LinkedIn. It aims to be informal, engaging, and direct. It often uses each platform’s unique traits to boost reach and interaction.
LinkedIn Post Pitch Template
Are you struggling with [common problem] in your industry? 🤔
At [Company Name], we’ve developed [Product/Service] designed to cut through these challenges swiftly. We’ve already helped companies like [Example Company] achieve [specific benefit].
👉 Check out our link in bio for more details on how to start seeing these results today!
#IndustryHashtag #SolutionHashtag
Facebook or Instagram Story
Post a compelling image or short video of your product in action, preferably animated, with overlaid text: Solve [specific problem] now with [Product/Service]! Swipe up for more details.
With social media, you have to be creative. Rather than making a simple post and calling it a day, use the platform’s features (like hashtags, stories, tags, carousels, etc.) to increase visibility and engagement. The goal is to spark immediate interaction, like likes or shares. This will build a community around your product or service.
This type of pitch is great for quickly reaching a wider, more diverse audience. You can easily adjust it based on social media metrics, like engagement rates and click-throughs.
5. Presentation Pitch
If you’re pitching in a panel, meeting, or conference, you’ll need slides or demos to fully show your product or service. If you’re having trouble deciding what to go on your presentation deck, here’s a simple, tweakable template you can use:
[Start with a greeting and a brief introduction, then outline the agenda.]
Today, I’ll discuss how our [Product/Service] can fix [pain points] with [solutions].
[Slide 1: The Problem] – Detail the common issues your audience faces.
[Slide 2: Your Solution] – Introduce your product/service and how it solves these problems.
[Slide 3: Case Studies/Success Stories] – Provide examples where your product/service has succeeded.
[Slide 4: Pricing/Plan Options] – Briefly outline your pricing plans and any customization options.
[Slide 5: Call to Action] – What you want your audience to do next.
I’m now open to any questions you might have.
Include visual aids like images, charts, and infographics in your presentation deck. They will help your audience understand and remember your information.
Sales Pitch Tips
An impactful sales pitch is crucial. It must grab your audience’s attention and persuade them to act. Here are some key tips to help you create the best sales pitch possible:
1. Understand your Audience
Before you create your pitch, know who you’re speaking to. Research your audience’s demographics, industry, and interests. Find their pain points and the solutions they seek. You might need to review their social media profiles and company websites or even send direct surveys to get this information.
Once you have this data, adapt the pitch to reflect the language, concerns, and priorities of your audience. This personal touch shows you understand their situation. You’re not just giving a generic presentation.
2. Be Passionate and Confident
If you’re not passionate about your product, you can’t expect other people to be. Your enthusiasm for your product or service is contagious, so show genuine belief in your offering. Confidence helps you give a smooth pitch. It also reassures the customer that your product is credible and reliable.
3. Keep it Concise and Focused
Your audience likely comprises people with things to do the day they hear your pitch. So, show respect for their time by making your pitch brief and to the point.
Avoid overwhelming your audience with too much information. Instead, focus on a few key points that are most likely to influence the decision-making process. Every word you say should serve the purpose of moving your audience closer to a positive decision.
4. Use Visual Aids
If your product is physical, you might be able to do a live demonstration of how it works right in front of your audience. If it’s software or a complex product, doing a live demo may not be feasible.
Use visual aids like slides, charts, and graphs. They can show how your product works, clarify complex info, and make your pitch more engaging.
Pro tip: Visual aids also work well if you’re doing a virtual pitch or presenting to a very large group of people.
5. Create a Sense of Urgency
If you’re looking to get customers as soon as possible, try to create a sense of urgency. Without being pushy, communicate why it might be beneficial to make a decision sooner rather than later. A gentle push can motivate action. It could be a limited-time offer, an upcoming price increase, or the immediate benefits they could enjoy.
6. Follow Up Promptly
After your pitch, send a thank-you note or email to your audience, summarizing the key points discussed and reiterating the next steps. A prompt and thoughtful follow-up keeps the momentum going and shows professionalism.
Craft an effective sales pitch like a pro
A good sales pitch is vital for any business owner or marketer. It helps them promote their product or service effectively. Each type of pitch requires a tailored approach. It must address the audience’s unique needs and interests. This applies to elevator pitches, emails, phone calls, presentations, and social media posts.
Use clear communication, personalization, and engaging storytelling. Then, add a strong call to action. Doing this can improve your ability to convert your audience into paying customers.
