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Asales pitch is a one-to-two minute value explanation in which a salesperson explains to a lead why they should consider a purchase, with the goal of converting the prospect into a customer. To give a proper pitch, you need to understand how it works, the key elements of an effective one, and how to deliver it. So, we’re going to take you through everything you need to know, including examples of companies that do it right.
The goal of a sales pitch is to clearly communicate the value of your product or service and how it’s a viable solution for solving a prospect’s pain point. Sometimes, a sales pitch is positioned using the information a prospect shared during the discovery process, while other times it’s positioned based on information about your ideal customer. The pitch will wrap up with a call-to-action (CTA) that leads the deal to a close.
Sales pitches can be used in a variety of situations during multiple stages of your sales process, which include informal scenarios like networking events to more formal scenarios like full-blown sales presentations. They can also be used as part of marketing or sales materials like a sales pitch deck or sales email. Regardless, all effective sales pitches are constructed using key elements to help close deals.
Here are the key elements of an effective sales pitch:
As long as you include these four elements, you’re on your way to delivering an effective sales pitch. Remember, however, that while your sales pitch should follow the elements above, it should also be flexible enough to tailor based on the prospect or situation. With this in mind, let’s look at how to use these elements to create and deliver a winning pitch of your own.
Now that you understand the key elements of a sales pitch, it’s important to know how to build your own. We’ve laid out a step-by-step process on how to create an effective pitch for your product, ensuring that you can tailor each and every pitch to the prospect-in-question.
Here are the steps to creating an effective sales pitch:
This process can sometimes take place live while in-person or on a call, while other times you’ll have a few days to prepare your pitch. Luckily, you can effectively pitch in both scenarios as long as you hit every step. Let’s talk about what each step will look like in action.
Before you even pitch your product or service, you want to clearly identify a problem your prospect is facing that can be solved by your solution. Then, you’ll use that problem as a way to set up the value of your product or service during the pitch itself. If you’ve already gone through the discovery process, you can base this off the information you gathered. If not, use your understanding of your ideal customer to identify a common problem.
Key questions to ask during the discovery process to identify a problem include:
While this will often take place on a discovery call, you can also gather the information with a needs assessment or a live deep-dive right before delivering your pitch. If these aren’t possible, make sure you have a firm understanding of your ideal customer profile and the common problems they face. For help, check out HubSpot’s make my persona tool.
Once you’ve identified your prospect’s problem, you can start finding benefits that your product or service can offer them. Narrow down three benefits that specifically respond to the problems or objectives that your prospect communicated to you, and write them down so that you have them ready for the pitch itself.
Here are some common solutions you can identify and use:
Be on the lookout for issues like these, and how they can be flipped into valuable solutions, so that you can tailor your pitch to their specific needs. Keep it to three specific solutions that you think benefit them the most so that you don’t waste their time by explaining every possible benefit they might experience. Keeping the pitch under two minutes will ensure that you don’t lose the prospect’s attention.
Now that you’ve done the necessary pre-work, it’s time to dive into the pitch itself. After you’ve made your introductions with your prospect, open your pitch by clearly identifying the problem your prospect faces. Then, tease a solution to that problem, including what the world looks like with that problem solved. Here, you don’t want to explain your product or service right away, but instead, use this as an intro to set up your unique selling proposition (USP) in the next step.
Here are a few ways to open your pitch with a problem and solution:
Starting off like this makes the pitch flow more naturally within the conversation. It doesn’t feel like you’re pitching for the sake of making a sale, but rather that you are pitching in order to help them reach their goals. It acts as a hook that not only gets them interested, but also makes it clear that you understand your prospect and their needs.
Now that you’ve stated your problem, a general solution, and what the world looks like with that problem solved, pitch your product or service using your unique selling proposition (USP). Your USP is a one-to-two sentence explanation of your product or service and the unique value it delivers. Tailor this part of your pitch based on the problem and solution in the previous step, positioning your product as the key to the solution.
The goal of your USP is to clearly demonstrate value as well as set yourself apart from the competition. For example, your USP could look something like this: “Our product is an X designed to make Y easier and faster than any other solution out there, which will effectively and efficiently solve your Z problem.”
Additional USPs can look something like this:
A good USP is something that not many others in your industry can do that offers significant value to your customers. This can mean saving them time with a delivery service, or making them feel better and more confident in their purchase by offering a lifetime guarantee on the products they buy.
Once you’ve explained the product you’re pitching, you can demonstrate value with the two remaining solutions you’ve written down. This is where you give the customer a couple more reasons to choose you, ensuring that both of the remaining solutions are related to the problem or objectives you discovered in step one. You’ll word these as “cherries-on-top” since they’re accessories to the solution you opened with.
The remaining solutions can look something like this:
Notice how they connect with the solutions we discussed opening with. When mentioning your second and third solutions, it always helps to refer back to the one you opened with to communicate the idea that your product is versatile and capable of solving a number of issues that they’re experiencing.
Close your pitch by offering specific steps for your prospect to make a purchase, or set up a follow-up appointment. Don’t be vague with your call-to-action (CTA); directly offer a time for the follow-up, or a walkthrough of your purchasing process.
Below are a few strong calls-to-action:
Each of these lays out exactly what your prospect needs to do to move forward. Avoid vague questions like “Would you be interested in a follow-up call?” because they don’t give your prospect actionable steps to move forward, and leave too large of an opening for rejection.
Now that you’ve created a great pitch, you’ll need some tips on how best to deliver it. There are a few things to consider that can affect the way that your pitch is received by the prospect. When delivering your sales pitch, make sure to do the following:
These delivery tips will push your pitch over the edge in terms of quality and clarity. Let’s dive into detail on how each can enhance your pitch, and make it more effective.
If your prospect needs any takeaway or follow-up materials in order to move forward with a sale or follow-up call, gather these before you pitch. These can take many different forms, so make sure you have all of the following on hand to send over:
Whatever you send over to help prepare your prospect for their next steps should be ready before the call begins. This ensures that your CTA goes as smoothly as possible, and can flow directly into the actionable steps you lay out for your prospect.
This one is simple: just talk like a human being. In the vast majority of sales situations, you want to sound more like a consultant than a salesperson. The best way to get people on your side is to make it clear that you’re interested in helping them meet their goals, not just in getting them to give their money to your company.
So, try to match your prospect’s energy. Don’t talk too much faster or louder than them, and if they respond to you, take time to listen to what they say and respond back thoughtfully. That leads us to our next tip.
Salespeople can tend to be dismissive of prospect rebuttals. We spend a lot of time learning how to shoot them down and try to nip them in the bud. While some people swear by this method, we recommend that you take a more thoughtful, consultative approach. If you’re trying to create an environment wherein the prospect sees you as a part of the same team, you need to listen to every word they say.
So, if they have a rebuttal or concern regarding your product, don’t shy away from it or rush through it. Start by repeating their concern to them to ensure clarity. This usually sounds like “Okay, so you are concerned that you won’t get enough X for your investment to be worth it.” When they confirm that you understand them properly, follow-up with additional product information that may answer their concern.
Sometimes, you’ll have to make an elevator pitch — a shortened version of your sales pitch. An elevator pitch is typically necessary when you’re in an on-the-spot pitching scenario with little-to-no time for discovery. As a result, you won’t have as much information on the lead’s objectives upon which to base your solutions. These often happen at networking events or similar situations when you’ve just met someone and have an opportunity to pitch.
For these circumstances, you’ll want to have three general solutions that would benefit a majority of your target demographic. For example, a car manufacturer might throw in that they offer a free extended warranty, since that will settle reliability concerns that almost all new car buyers share. Write these down and have them with you at any networking events or other business settings where you may run into potential leads.
A winning sales pitch involves attention to detail. The overall structure of the pitch, the order in which you deliver your key elements, and the way you call the prospect to action are all important and can affect the outcome of your pitch. By enhancing your sales pitch using the tips below, your pitch will have a higher likelihood to convert:
By following these pitch tips, you increase your success for a number of reasons. You don’t waste too much of the prospect’s time by over-explaining, you custom-tailor the pitch to their needs, and you make it clear what it is they need to do in order to complete the sales process. This gives the customer more reasons, and more time, to allow you to close the sale.
We’ve gathered a few quality sales pitches from company websites to provide real-life examples of what a general sales pitch should include. While many sales pitches are given verbally, you can also deliver them on your website and on other written marketing materials, as the examples will demonstrate. Each of these offers several solutions to common problems for their market, and lays out exactly how to move forward and join their sales process.
Lemonade Insurance is an app-based insurance company focused on simplifying and speeding up the process of getting insurance. They do a great job with their front page pitch, displaying a readable graphic that tells you exactly what they have to offer. They inform their audience about their simple process, and the average benefit they’re able to provide over their competitors.
After they explain their basic offering, they include a “Check Prices and Switch” button that serves as their CTA, giving their inbound leads a one-click trip to their closing process. If their customer still isn’t convinced, there is a more comprehensive description of their business model underneath the button. This shows awareness that informing your lead is the best way to win them over with a quality product.
T-Mobile is one of the most well-known cellular providers worldwide, so they take a more succinct approach to their sales pitch. While their website is covered with many different promotions and solutions they offer, they still include a compact, effective pitch. They focus on the most common needs their market has: speed and reliability of their mobile network.
The inclusion of the header bar over the pitch itself is also a nice touch, as it sends the same message in an even more readable way for the scanning reader. This way, even passive scrollers will still be able to catch their sales pitch without even trying.
ButcherBox is a meat delivery company that sells boxes of grass-fed, pasture-raised meats. Most of their marketing focuses on those two processes, as it’s what sets them apart from regular butcher shops and grocers. Their pitch offers that benefit, as well as two others that also serve as counters to common rebuttals.
Similar to Lemonade, ButcherBox has a “View Our Boxes” button that serves as their CTA. As is the case with the other two, ButcherBox offers a clear, short sales pitch that answers common concerns and calls their audience to action.
A short, quality sales pitch is the key to converting more of your prospects. Ensuring that each pitch feels customized, well informed, and respectful of your prospect’s time will set you up for success. Follow the steps, refine your delivery, and refer to our examples, and you’ll be well on your way to creating an effective sales pitch that helps with lead nurturing and deal-closing.