How To Write A Sales Pitch

Posted on December 17, 2020 at 6:01 pm

Your sales pitch shows a prospect that you are the best person for their job. It’s often the first impression the customer will get from you and your company. So how you write, prepare and deliver your sales pitch is crucial to the success of your business.

Luckily, writing a winning sales pitch isn’t as hard as you might think. That is, as long as you know how to write a sales pitch and follow a tried-and-tested sales pitch template that’s proven to deliver results. And that’s exactly what we’ll share with you in this little 7 step guide below.

Ready to write the best sales pitch for your business?

What is a sales pitch?

A sales pitch is a short sales presentation delivered by a salesperson to a potential customer. The pitch explains the business they represent and how it can benefit the customer.

A sales pitch is sometimes called an elevator pitch as it should generally only take about one or two minutes to deliver (roughly the time of a single elevator ride). And that’s what makes a sales pitch so challenging.

You only have a minute or so to introduce your business, explain what you sell, and convince someone that they need what you offer. This minute determines whether you win a new client, or watch them walk away. That’s why every word counts and should work towards closing the deal.

So how do you write such a winning sales pitch? By following these 7 steps for writing a sales pitch.

Step 1: What are you selling?

Your business might offer a dozen different services, but for the sake of a concise sales pitch, you may need to narrow it down. So the first step of writing a sales pitch is to decide what you’re selling.

You can pick a product that needs some extra promotion, win them over with your number one best-seller, or decide on a specific category of products. The location and potential prospects at that location may further determine what you decide to sell as well.

Have you thought about it and do you still want to promote all your products? No problem. At the end of the day, you know best what’s best for your business. Just make sure you condense it to just the key information to fit in that pitch.

Step 2: Who are you selling to?

There’s a good chance your business has multiple types of target buyers, also called buyer personas. Each type of buyer persona will have slightly different reasons for buying your product (they look for different benefits, more on this in step 3).

In your sales pitch, you want to try and address those specific benefits that appeal most to your prospect. This means that highlighting a specific benefit might get customer A excited, but not do anything for customer B.

In an ideal world, this means you would write a separate sales pitch based on each buyer persona. This is the best way to get results. However, another common strategy is to write one general yet amazing sales pitch that includes points that appeal to every type of buyer persona.

Step 3: How does your product benefit them?

Selling a product isn’t about naming all specs and features. It’s about highlighting what benefits are in it for the prospect. So ask yourself: How does my product benefit my prospect?

For example, if you sell electric toothbrushes, you can name the exact rotation speed of the brush (a feature), or you can highlight how your toothbrushes are proven to keep teeth twice as white (a benefit). Which of the two do you think works best in winning over a potential new customer?

Step 4: What are their pain points?

This step is closely related to the benefits, as the benefits you mention should ideally solve the customer’s pain points. But it goes further than that.

Once you’ve identified these pain points, you can use them in your sales pitch to grab attention. In fact, many classic sales pitches start with a line as simple as “don’t you just hate it when…”

If you struggle to identify your customer’s pain points, just have a look at your list of benefits from step 4. Each benefit tends to have a pain point which it solves.

Step 5: Prepare your Q&As

And this goes both ways.

First, you want to prepare yourself for any common questions that your prospect might raise before, during or after your sales pitch. If you’re not sure about these questions it might help to check your customer data (i.e. common questions to customer service, survey responses, etc.) for inspiration.

Second, to keep the conversation going during your sales pitch you may want to prepare questions of your own.

Most of the best sales pitch examples try to include the prospect as much in the pitch as possible by asking them questions as well. That way, your sales pitch isn’t just a boring monologue, but an engaging dialogue between you and your customer.

Step 6: Keep it clear, concise and to the point

You need to be concise in what you offer and what you need from your new customer. Your business will probably have certain steps in the sales process, and you don’t always have to cover all of it in your sales pitch.

It could be that the point of your sales pitch is not to get the prospect to buy your product straight away. Instead, it might be aimed at getting them to book a one-hour appointment with one of your consultants to further discuss their specific needs.

Identify the point and goal of your sales pitch, and focus on closing that.

Step 7: Presentation is key

Finally, presentation is key. You can have the best sales pitch ever written, but if you don’t know how to present it, you probably won’t have much success. That’s why practising your sales pitch on someone first is always a good idea. But it goes further than that.

Say you’re going to an industry fair to promote your products. There might be hundreds of potential prospects, but there will be an equal amount of competitors as well, all trying to win over the same prospects. To get a prospect’s attention, you need to stand out.

Visual presentation can help you achieve that. For example, you can get a custom printed gazebo with your company logo and images on it for a unique, personalised presentation.

It will help you catch their eye, after which they’ll be all ears for your amazing sales pitch.