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Sales pitch
Written by John Hernandez09/12/2021

Your Toolkit for a Successful Sales Pitch

We’ve all been there. You’re in front of a group or one person that will determine whether you make a successful sale or not. Each one matters and helps fuel your business for growth. Knowing the right techniques to land the sale is important for your business's future.

Most of us have a general idea of how to sell. It’s why we own or manage a business. But it can get difficult when you have so many different types of people, objections, needs, and scenarios. That’s why having a good strategy helps meet these challenges.

Below are a few ways you can develop a sales pitch that gets results.

 "It’s not about having the right opportunities. It’s about handling the opportunities right." -Mark Hunter

Pick the Right People

Picking the right audience is a big part of the sales process. If you choose someone who isn’t interested in what you have to offer or doesn’t have the right budget, you’re wasting time and money. It’s also important to make sure they are positioned for your product and service and if they are someone you want to work with.

But even more important is balancing your time. It’s best to choose people who are the best fit and have the biggest potential, rather than trying to catch anybody with a net. We based this on the Pareto Principle or the 80/20 rule. 20% of your input is responsible for 80% of your output.

For example, odds are that about 80% of your revenue comes from 20% of your customers. Now, imagine if you choose to focus on the 20% (that’s responsible for 80% of revenue) and shift most of your time to them. You have the potential to grow that customer base with the extra time you’ve dedicated.

The same goes for your sales pitch. Study who your best customers or clients are. Develop the persona and target those who meet those same criteria. You’ll make the best out of your pitch and your time.

Before your meeting, identify your decision-makers. Those are the key people you want to talk to and resonate with.

Make It Relevant

This is an area that most of us fail in. We have a well-thought-out plan and an assumption about a person or group. We stick to that idea and push through, hoping for the best. But it fails to reach its full potential because we did not fully understand the qualified lead.

Find out what their biggest needs and frustrations are. Shape your presentation based on those trigger points. Reference specific things they are going through. If you seem knowledgeable about their unique situation, they’re most likely to trust you to solve it. You become an expert for their problems.

Research their challenges, see what they are talking about on social media, take note of recent accomplishments. This is valuable information that you can use to connect with the emotional side of the audience.

The more you know about who you are selling to, the better chance you have at success.

Know the Pitch Well

Don’t memorize your presentation. Study it and know it so well that you can communicate it in a dozen different ways. Why is that so important? Instead of focusing on what you wrote down, you’re focused on the audience.

You can read their body language, study the context, and use it all to shape your presentation as you are sharing. This audience connection makes a huge difference. They know the difference. It’s almost when charisma begins to kick in and instead of pitching something, you are having a conversation that makes them excited.

When you know your sales pitch well, you also boost your confidence. This increases your chance of making the sale. If you believe you can do it, they’ll believe it too.

Sell the Benefit

Too many people try to sell features. This computer runs fast. This car has leather seats. All these things are important but they are secondary and don’t hook someone to the sale. They can be determining factors, but we need to drive them with emotion to get action.

The best way is by selling the benefit. You don’t sell what it does, you sell the why. For example, a faster computer means you can get work done quicker. That means you have more time to relax and spend with family. By selling a computer you sell “more time in your hands.” By selling a car with leather seats, you sell “experience freedom on seats that make you feel in charge.”

If you are a B2B business, it might mean communicating that your service provides more time or money for the company. Go into detail and explain why. Who doesn’t want those things?

Talk about the people. Not your business. Put their needs front and center, and explain how you can help.

Plan for Hesitations

You think you are nailing the sales pitch and you end it with a big smile. Everyone seemed receptive and you even had people engage with their positive body language. All of a sudden, someone from the back who was quiet the whole time raises their hand. They ask a question you feared. You hesitate. Your confidence drains. And now it seems that your sales pitch is in jeopardy.

We’ve all been there. It’s not fun and we can get nervous thinking about it. But the best way to win is by becoming your business’ worst critic.

Think of the objections people may have. Find ways to counter-act it. Be honest in it. Maybe a true weakness makes room for a unique strength, like how smaller universities with limited resources praise their intimate lectures and classroom experience. Take pride in it.

When you are well-prepared for these questions, it shows, and you avoid awkward moments that put your sale in danger.

Talk Less

And listen more. It sounds funny, considering you're giving a pitch. This doesn’t change the initial presentation. We’re talking about after, during Q&A, and the conversations you have about your business.

When someone asks a question, it’s easy to praise the business. That’s part of it, but don’t let it cloud you from what the person really wants to know.

If someone asks about how much revenue you think you can increase for their company, they might not want to know the number on its own. It’s all about context. Perhaps they are struggling to grow. They might be asking how you can reach your estimated goal with the limited resources they have. Think of what they want to know and listen as well as you can for effective communication.

Layout a Clear Path

Your idea sounds great. You have great experience and we can see you’ve had success in the past. But how do we know you’ll be able to do the same for us?

When you give people statistics, testimonials, and other credibility, it helps your pitch. But your prospects will always see it through their own lenses and experiences. What would it mean for them in their situation? To each person, their challenge is unique and unlike anyone else’s.

Put their brand in the context. Compare it to similar situations while acknowledging their unique challenge. Then provide a game plan that they can understand.

It’s a lot like onboarding but during the sales process. Explain what it would look like when they choose you. What will they need? What will you provide? What are ways you will measure success? Lay it out for them so that it’s easy to say yes.

Act Like a Partner

The best sales are the ones that don’t feel transactional. Especially for account-based businesses, transactional sales can be difficult and impersonal. That makes it hard to grow your business. The best way is by offering a partnership.

You're not changing your business model. You’re changing the perspective and how you communicate your service. It turned into “hire me for this” to “I’ve got your back”. The latter adds more value to the service and more trust. You gain credibility and a better chance of winning the sale.

What does it mean to “have your back”? It means you are on their side. You understand their vision and you will walk them through the process. They won’t feel abandoned once they pay. Your team will work hard to make sure the goals are met and that there is transparency every step of the way.


These are just a few techniques you’ll want in your toolkit for a successful pitch. Sales is all about relationships. When you learn to talk to the unique person, you connect with them. You become more in-tune with what they need and how you can help fulfill that challenge.

When you are talking TO the person instead of AT them, you’ll see successful results for your sales strategy.