How to Develop an Effective Sales Pitch (With Examples)

By Indeed Editorial Team

Updated June 16, 2022

Published December 7, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

An interesting sales presentation is critical to engage an audience and create intrigue. A well-designed pitch can make connections, influence purchasing decisions, and provide information to the listener. Learning how to create an engaging pitch can help you have a more successful sales career. In this article, we review what a sales pitch is, learn the steps of making a sales presentation, identify several tips to help you create an effective proposal, and share examples of pitch techniques.

What is a sales pitch?

A sales pitch is a brief presentation given by a sales professional to persuade their audience to buy into their products, services, or offer. An offer may be another meeting, information about your products, or securing a purchase. You can also use a sales proposal when persuading a hiring manager or recruiter to offer you an interview or job proposal. Sales presentations are typically only a few minutes in length, direct, and attention-grabbing.

Related: What is it Like Working in Sales? (Jobs List and Skills)

How to make a sales pitch

You can use these basic steps to create a sales presentation that's effective and engaging:

1. Explain who you can help

The first step to creating an effective pitch is identifying who your product or service helps. In your explanation, clarify who the target audience is and why. Identifying the customer market can help the people listening to your pitch understand why they want to learn more. For example, if you sell enterprise resource planning or ERP software, your target market is usually companies that want to organize and streamline their operations.

Related: Planning Your Path for a Career in Sales

2. Identify the problem

Next, you can identify a problem that the target market is constantly facing. Typically, this is a need or want and can solve a pain point in their life. A pain point is a recurring problem that frequently annoys customers. Using the example of an ERP program, you may speak with purchasing managers who have difficulty organizing purchase requisitions and consolidating inventory for their companies. They may use many spreadsheets to track all purchase orders, receipts of raw goods, and quality control standards. Identifying this pain point can create rapport and acknowledgement of the needs of their current processes.

3. Show your solution

After you have identified a problem or pain point, you can explain your solution. Salespeople often call this a value proposition. A value proposition is a statement used to describe the value you promise to deliver through using your product or service or because of purchasing from you. You can also explain why you're a better choice than your competitors. Using the ERP example, you can define the features of using an ERP software program, such as real-time information shared across the company, collaboration with other departments, and reports and tracking information to increase efficiency and productivity.

4. Describe what success looks like

The next step to making a pitch is to describe what success looks like. This means including a statement that helps your audience understand how better their lives can be if they use your product or service. In step three, you can explain your solution, which may include the benefits of your offer. Typically, in describing success, you can identify the benefits the customer gains from your offer. For example, the customer has greater control over purchasing transactions, improved efficiency and productivity, and enhanced communication between company departments.

5. Ask for the sale

Once you've provided your pitch and responded to any objections and questions, it's time to ask for the sale. Depending on where you are in the sales process, this may include asking for a sale or offering another call to action, such as booking a formal meeting. If the audience lets you know they aren't ready to commit to a purchase, be sure to follow up.

Depending on your pitch, you can follow up by phone, email, or in person in several days or weeks. They may require time to think about the purchase. They may also want further information or may require speaking to someone else to confirm the decision.

Related: Developing a Sustainable Sales Process to Close Deals Faster

Tips for effective pitches

When creating your sales proposal and value proposition, here are several tips to consider for making your pitch effective and engaging:

Be direct

An effective pitch is direct and straightforward. You can provide a brief presentation that you deliver in one or two minutes. You may get your audience's attention quickly and offer an engaging interaction that is memorable and persuasive. Rehearsing your pitch can help you become proficient at what to say to be efficient in front of the audience.

Personalize the pitch

While you can include general information in your pitch, it's also critical to personalize the content. You can create a pitch template with your key points and then add personalized information based on your audience. For example, understanding their unique difficulties and pain points can help them feel you understand their challenges. You can also address how their specific situation can improve by using the product or service rather than a generic closing to your pitch. Personalizing your pitch requires research and understanding your target audience.

Appeal to their emotions

Creating an emotional connection with your audience can help persuade and influence their decision. You can look for opportunities to include information in your pitch that creates a commonality between you and your audience. Appealing to the emotions in others can encourage a willingness to listen to your pitch and consider your solution. An effective way to appeal to the listener's emotions is to include a short story in your pitch about how a customer found success with your offer.

Include facts

When creating or personalizing a pitch, consider adding references to statistics or case studies. This can enhance the credibility of your proposal by showing how others successfully overcame obstacles through the use of your product or service. You can also include facts that provide information related to the impact your offer has, which can influence purchasing decisions for those who enjoy fact-based presentations.

Educate your audience

A pitch isn't just about getting the sale, but also about educating your audience. To be an authority figure in the industry, you want to be a reliable source of information. You can inform the listener by providing relevant facts and industry figures. You may also want to educate yourself on the competition to address any concerns or objections confidently.

Related: What are Consultative Sales? (With Steps for Success)

Practice your pitch

Before confidently delivering your pitch, you can practice it repeatedly until you're comfortable with the content. Create your proposal by writing the essential components down. It's best to create a pitch template that you can use whenever the need arises that presents vital information to your audience. Once you've practiced your pitch, you can customize it for each audience.

Sales presentation techniques

Here are several techniques to use when creating an effective pitch:

Start with a question

Starting a pitch by asking a question can be an effective way to encourage dialogue with your audience. If you feel confident that your customer understands the value of your product or service, starting with a question can encourage them to share the challenges they're facing. This can provide an opportunity to share your solutions. Here are several questions that you may use to open a pitch:

  • Do you think that outsourcing can save your company's operational costs?

  • Have you spent thousands of dollars on advertising campaigns only to feel unsure of its results?

  • What's the cost to your business for outsourcing your payroll administration because you don't have the right software?

Create interest

Opening a conversation with a short and witty comment or question can help engage the listener and open a dialogue. This can also be a helpful strategy if you find yourself in a conversation where someone asks what you do. Grabbing the listener's attention may prompt them to ask for more information or create an opportunity to present your pitch. You can expand on your presentation and offer further clarification.

For example, you can use a brief comment to answer the question, What do you do for work? Then you can offer clarification, with an answer such as, I work for a business consulting firm that helps struggling companies identify their areas of opportunities and then create a step-by-step plan to revitalize their business.

Leave a voicemail

When making cold calls to prospective customers, you may receive the individual's voicemail instead of speaking to them personally. This is an opportunity to leave a pitch that encourages a callback or further follow-up. It can also allow the client to review information at their convenience. Here is an example of a voicemail pitch:

Good afternoon Mr. Patel. This is Jennifer with Wavewood Technology Corporation. I noticed that your business doesn't have enterprise resource planning software. We've been able to help similar companies like yours, such as Bold Manufacturing and TailSpin Productions, to increase productivity and efficiency while streamlining their operational processes.

I can discuss your needs and tailor a solution for your company. You can call me back at 780-123-4567 whenever you have a chance. I look forward to speaking with you and have a great day.

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