A good sales pitch is practically irresistible.
Assuming you target the right audience and get the right timing, the right message can convince a customer to buy from you.
But nailing that pitch is just… so difficult.
Do you try to list all the features of your product or service? That could be boring. Attention spans are short.
Do you try and tell them how much money it will save them? That could come off as an empty promise.
There are a bunch of variables to consider when it comes to crafting the perfect pitch.
In this guide, I’ll show you the ingredients that make a successful sales pitch—and I’ll give you some perfect sales pitch examples you can use.
Table of Contents
- 8 Keys to an Effective Sales Pitch
- The Ideal Sales Pitch Outline
- Sales Pitch Examples
- Experimenting With Your Sales Pitch
- Measuring Your Results
8 Keys to an Effective Sales Pitch
What is it that makes an effective sales pitch?
A big part of it is the delivery. You have to be an effective salesperson. You have to know your audience. And yes, you have to schmooze a bit.
There are dozens of sales skills you can improve over time. And yeah, improving your skills is a big part of the game.
But you also need to write a sales pitch that works really well—just as any skilled craftsman needs a good set of tools.
These are the factors that make a sales pitch effective:
Your prospects are just like you. They don’t have much time. They hate to have their time wasted.
So don’t waste it 😉
Keep your sales pitch concise. Some salespeople think that more information is better, filling their pitch with details like core features of the product, client testimonials, and more.
Don’t do this. Instead, focus on packing only the most valuable, compelling pieces of info into the smallest space possible. A couple sentences should be plenty for an introductory pitch. You’ll see in the sales pitch examples that follow that this is really important!
Usually, it’s best to cut to the chase.
You can spend some time getting to know your prospect with basic conversation, but when it comes time for the pitch—get to the pitch!
Tell your prospect exactly what you’re trying to sell them and why you’re trying to sell it to them. If you beat around the bush or try to be indirect, it will work against you, because you’ll seem unauthentic and sneaky.
This should go without saying, but make sure you’re as clear as possible in your pitch. Using ambiguous language might seem like the play, since it can inspire curiosity and interest. But most of the time, it’s just going to annoy your prospect.
For example, take the difference between, “this tool will take your productivity to the next level” and “this tool will help you save 10 hours per week by eliminating wasteful habits.”
The first one is one of those salesy sentences that sounds like it has meaning, but it means nothing. The second is actually informative.
Use sentences like the second one.
How many sales pitches have you heard in your life?
Assume your prospect has heard even more—including some from your competitors.
Do you think they want to hear the same pitch, over and over? Do you think they’ll be interested in buying from a company that seems like it’s working from a stale template?
Of course not. That’s why you have to come up with something original. Try to find some kind of unique angle so you can better position yourself.
5. Audience acknowledgment.
As you know, audience targeting is a big deal in sales. Choosing the right audience and reaching them is half the battle.
When it’s time to make your pitch, you have to prove that you know your audience. That means crafting a pitch that speaks directly to the right audience. If that means referring to your prospect by their first name, for example, then do so.
As another example, “As a marketing manager, you know that ROI is important,” is a statement that directly acknowledges your audience. It also calls out something they’re interested in. This is a great way to form a connection, so you can move in with the rest of the pitch.
6. A description of the problem.
Sales is a form of problem solving—or at least, it’s beneficial to think of it this way. The thing you’re selling is a solution to a problem. Accordingly, your pitch should probably mention the problem.
For example, let’s say you’re selling an app that helps people hire independent contractors in a more streamlined way. The problem in this scenario is hiring efficiency.
You could lead into the solution with a description of the problem like, “are you tired of spending hours finding the perfect independent contractor?”
7. A description of the solution.
Here’s a no brainer. If you want to sell the solution to the problem (ie, the solution selling methodology), you have to actually describe it.
One of the best ways to introduce this is to explain how or why your product solves the problem. In the above scenario, that could be something like, “our platform uses AI to connect you with the contractors most likely to help you out.”
You could also simply describe the product or service in more detail. As long as your prospect sees the connection to the problem, you’ll be golden.
8. A picture of success.
Sales pitches get more effective when they demonstrate how the product makes someone solve the problem. There are a variety of ways to accomplish this.
For example, you could cite statistics that demonstrate how effective your product is. You could tell a story of a customer who used your product. Or you could describe what a “successful” use of your product would look like.
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You’ll also need to spend time polishing your sales pitch to perfection. It’s not going to come together all at once.
You’ll need to practice and hone your delivery.
You’ll also need to change things up. Simply repeating the same pitch, verbatim, over and over isn’t going to get you great results. You have to make alterations for your target audience, and make sure your pitch sounds natural.
The Ideal Sales Pitch Outline
If you’re trying to write a sales pitch from scratch, this is a great outline to work from.
Try to include the following:
- Problem. What’s the issue that needs to be solved? Present this in a way that makes it clear you understand your audience.
- Unique value proposition. How is your product or service going to solve this problem? This needs to be original, and clearly and concisely describe the solution.
- Evidence. Okay. Prove it. You can demonstrate your product or service’s effectiveness with statistics, anecdotes, examples, testimonials… any number of things could work here.
- The call to action (CTA). It’s not a good sales pitch if it doesn’t lead to a sale. Engage with your prospect directly, perhaps using open-ended sales questions, and call them to take some kind of action. That could be a scheduled call, a free demo, an in-person meeting, or a visit to your website. It all depends on the structure of the rest of your sales strategy. For help, see our list of powerful examples of calls to action.
You don’t need all of these elements for every sales pitch you write, and of course, you can add other elements as you see fit.
You also don’t have to include these elements in this particular order. You might find a better flow with a different arrangement.
There’s a lot of flexibility, huh?
That’s part of why writing a sales pitch is so hard. There are so many variables to account for, and at the end of the day, you’ll be sending a pitch that’s just a few sentences. Okay, ready to see some perfect sales pitch examples you can use?
Sales Pitch Examples
You might find it easier to write a pitch after looking at some sales pitch examples. You can even base your pitch around these, using them as templates.
1. The elevator pitch
Our platform helps you analyze your sales calls. You’ll get analytics on everything from call duration to customer temperament—and automatic reports with highlighted areas for improvement. It’s even got a digital assistant, separating it from everything else on the market. Want to give it a try?
So what makes this work?
First, like most of these sales pitch examples, it’s short and sweet. It provides a clear, concise description of the problem as well as the solution.
It also has an open CTA at the end, leading into a demo or sales call.
Check out more killer elevator pitch examples here!
2. The engaging question
Do you ever feel like you’re spending too much time on social media, or distracting websites? How much time do you think you could save if you eliminated those bad habits? With our app, you can get control over your behaviors—and learn just how much time you’ll save by changing them. We’re offering a free trial for organizations for 14 days—would you like to sign up?
This one opens with a question that should immediately connect with your target audience. It forces the prospect to engage with this material, and simultaneously presents the problem.
Then, you get a clear picture of the solution, and a skillful close with the CTA. For more ideas, see our list of the best sales discovery questions.
3. The history
I always struggled to get honest feedback from my employees. That’s why I created a new system. With our platform, you can send surveys and get anonymous feedback from your team members—and reward them for doing it. It’s a great way to boost morale and learn new ways to improve your business simultaneously. I’d love to give you a demo—are you free next week?
This template takes the angle of presenting a personal story—the story of how the solution came to be. It has a strong focus on the problem/solution dynamic, and leads the prospect to consider trying a demo.
4. The appeal to statistics
I get it. It’s hard to justify paying for a consultant when you aren’t sure what kind of results you’re going to get. But our customers save an average of $45,000 after switching to us. We achieve an average ROI of 45 percent, and are currently trusted by more than 500 individual clients. Do you want to learn more about how we do it?
Hard numbers are a highly persuasive form of evidence to present, so include them if you can.
You can’t argue with numbers.
This pitch loosely presents the problem, as well as a potential objection from the outset—then provides both a solution and a counter to that objection. There’s also an informal CTA.
5. A customer example
BusinessCorp, Inc. was a household name, but they were struggling. Sales were dropping consistently, quarter after quarter. That’s why they turned to us. After collaborating with our team, we were able to turn things around—and last year we helped them reach $100 million in revenue, up from $70 million the year before. We can do the same for you. Everything starts with a free consultation. Are you free this week for a phone call?
As an alternative to statistics, you can present an example of a customer story. In this sales pitch, we describe how a past customer used our product and solved their problem directly.
Just make sure you get your example client’s permission before sharing their story (or make it anonymous by omitting the business’s name).
Experimenting With Your Sales Pitch
Whether you build off of one of these sales pitch examples or write one completely from scratch, it’s important to experiment with your sales pitch.
Change up the order of presentation.
Start with a different anecdote.
Use different metrics.
Try a more fun, joking angle.
Tinker with many different variables, one at a time, and see how they go. Do they feel right? Do they work? How do people respond to them?
The more you learn, the closer you’ll get to a truly “perfect” sales pitch.
Measuring Your Results
After reading through these sales pitch examples, check out this big list of science-backed sales tips.
You may feel like you’ve got the perfect sales pitch, but do you?
There’s only one way to tell: by measuring your results.
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Jayson is a long-time columnist for Forbes, Entrepreneur, BusinessInsider, Inc.com, and various other major media publications, where he has authored over 1,000 articles since 2012, covering technology, marketing, and entrepreneurship. He keynoted the 2013 MarketingProfs University, and won the “Entrepreneur Blogger of the Year” award in 2015 from the Oxford Center for Entrepreneurs. In 2010, he founded a marketing agency that appeared on the Inc. 5000 before selling it in January of 2019, and he is now the CEO of EmailAnalytics.