How to Create & Deliver a Sales Pitch (+ Examples)

Master the sales pitch with our step-by-step guide on creating an effective one, plus tips and examples on how to deliver it.

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.

How Sales Pitches Work

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.

T-Mobile sales pitch example
T-Mobile sales pitch example

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:

  • Identification of a Problem: Use information gathered to identify a primary problem your prospect needs to solve.
  • Introduction of the Product or Service: Briefly explain your product or service and its main function.
  • How Your Product or Services Provides a Solution: Then, briefly elaborate on how your product solves your prospect’s problem.
  • Strong CTA With Next Steps: End by laying out clear steps for your prospect to move forward with a purchase or a follow-up meeting.

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.

How to Create an Effective Sales Pitch

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:

  1. Identify Your Prospect’s Problem & Objective: Set up your pitch by getting informed on what your prospect wants out of your product or service.
  2. Choose Three Solutions to Pitch: Based on your prospect’s problem and objective, identify three solutions to pitch.
  3. Open With a Problem & Solution: Start your pitch by identifying the problem and a high-level solution to that problem.
  4. Explain Your Unique Selling Proposition: Position your product or service as key to the solution with a one-sentence explanation of your product’s value proposition.
  5. Offer More Solutions: After your opening and explanation, demonstrate value by stating the other solutions that your product offers the prospect.
  6. Segue Into a CTA: Use your final solution as a segue into a firm CTA that introduces specific next steps.

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.

1. Identify Your Prospect’s Problem

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:

  • “Have you bought a product like ours before? What was your experience like?”
  • “Do you need to solve a problem, or do you need to reach a growth goal?”
  • “What results are you hoping to see after you make a purchase?”

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.

2. Choose 3 Solutions to Pitch

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:

  • If your prospect’s problem is a lack of growth, your product could solve this by helping to grow their revenue in a certain way.
  • If their current solution is too slow, your product may solve this by being faster than the competition.
  • If their current solution fails too often, your product can solve this by using higher-quality materials that are more reliable.
  • If they need to cut costs, your product can solve this by being more affordable than the competition, or by saving them money in other areas of the business.
  • If they had a poor buyer experience with a competitor, you can solve it by having high-quality and easily-accessible customer service.

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.

3. Open With a Problem & Primary Solution

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:

  • “So you mentioned on our previous call that your current paper supplier keeps missing deadlines, and I think that we can solve that for you with our on-time delivery guarantee.”
  • “If your primary goal is growth, we can definitely make that happen for you. We generate an average X% increase in inbound call volume for our clients in the first 30 days.”
  • “You mentioned that your kitchen has trouble getting clean dishes out to your cooking staff fast enough. Luckily, we offer the fastest commercial washers on the market.”

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.

4. Explain Your Unique Selling Proposition

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:

  • “Our product offers a subscription delivery service that makes life easier for our customers.”
  • “We perform 100% of our manufacturing in the USA and pay our employees a living wage.”
  • “We use the finest raw materials available, and offer a lifetime guarantee, because we believe in the reliability of our product.”

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. 

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Additional Reading:

For more information on USPs, including how they work and how to create your own, check out our article on unique selling propositions (USP). There, you'll find key steps as well as examples to emulate.

5. Offer More Solutions

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:

  • “In addition to solving your deadline issue, we also have a quality guarantee to ensure that you’re happy with the product you receive.”
  • “Not only can we help you increase your growth, but we also cost less per call generated than our competitors.”
  • “Our washers aren’t just the fastest on the market, they’re also the most reliable. They last three years longer, on average.”

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.

6. Segue Into a Call-to-Action

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:

  • “Can I put you down for sometime between 1:00 and 3:00 p.m. Thursday to get things wrapped up for you?”
  • “Do you have time for me to walk you through our purchasing process on the web portal?”
  • “I have time for the next few days between 2:00 and 4:00 p.m. Can we set you up with an appointment on one of those days?”

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.

How to Effectively Deliver Your Sales Pitch

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:

  • Have All Follow-Up Materials Ready: Gather whatever your prospect needs to follow-up or make a purchase.
  • Maintain a Conversational Tone: Don’t go full infomercial on your prospect; speak to them the way a professional consultant would to give them confidence in your service.
  • Thoughtfully Respond to Objections: When your prospect inevitably voices concerts, don’t try to rush them away; rather, answer patiently and comprehensively.
  • Prepare General Solutions for “Elevator Pitching”: For situations when you need to pitch to leads without any time for discovery, memorize a few general benefits to mention.

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.

Have All Follow-Up Materials Ready

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:

  • Follow-up email templates with steps for the purchase process
  • General sales decks about your product or service
  • Link to your landing page or customer portal to order or reorder
  • Meeting invitation link (e.g., CalendlyZoomGoogle Calendar)

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.

Maintain a Conversational Tone

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.

Thoughtfully Respond to Objections

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.

Prepare General Solutions for “Elevator Pitching”

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.

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Additional Reading:

For more information on creating and delivering succinct elevator pitch, check out our article on elevator pitches. There, you'll find all the steps, examples, and information you need to take your sales pitch and tailor it into an effective elevator pitch.

Tips to Improve Your Sales Pitch

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:

  • Keep It Short: Don’t spend five minutes pitching to somebody; keep it at-or-under one minute to avoid over-selling.
  • Only Mention Solutions to Prospect-Specific Problems: Instead of trying to list general product details, mention solutions only to problems the prospect has expressed.
  • Skip the General Product Explanation for Qualified Leads: Usually, the lead or prospect you’re speaking with will already be qualified, so they likely won’t need the one-sentence explanation of its primary function; skip to the solutions you can offer them.
  • Remember to Start With a Solution: It’s tempting to abruptly open a pitch with a product explanation, so remind yourself to open with one of your solutions first, and allow it to flow into your explanation.
  • Include a Specific Offer in Your CTA: Instead of asking the customer “Do you want to move forward with a purchase?” offer a specific next step like “Can I walk you through the purchasing process on our website?”

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.

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Additional Reading:

For a complete list of our tips for optimizing your sales pitch, check out our article on the top sales pitch tips from experts. There, you'll find information on how to craft and improve your initial pitch.

Top 3 Sales Pitch Examples From Reputable Companies

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

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.

Lemonade sales pitch example
Lemonade Insurance sales pitch example
Lemonade cta example
Lemonade Insurance example CTA pitch

T-Mobile

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.

T-Mobile sales pitch example
T-Mobile sales pitch example

ButcherBox

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.

Butcher Box sales pitch example
ButcherBox sales pitch example

Bottom Line: Sales Pitch

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.

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