Steli Efti
CEO of Close

<blue-text>The ultimate sales pitch guide<blue-text> for high-performing reps

Last updated
November 17, 2020

Creating a sales pitch that flows well, sounds good, and convinces people to buy is so easy, you could probably do it in your sleep (said no one, ever).

As a sales rep, you’re constantly pitching your company, your product, and sometimes even yourself. But knowledge about what you’re selling isn’t the only thing you need to build a perfect sales pitch.

A good sales pitch talks about the product. The best sales pitch talks about the person using that product.

In this guide, you’re going to learn the ins and outs of writing a pitch that gets to the heart of the issue and motivates your prospects to action. These timeless methods will not only help you sell more during good times, but will also help you keep selling even during difficult times like the ones we’re facing now.

If you want to start with the basics, we’ll cover what you need to know:

  • What is a sales pitch?
  • What are the components of a good sales pitch?
  • Why you need to draft a sales pitch

What is a sales pitch?

A sales pitch is your attempt to persuade a prospect to buy your product. It’s more than just a quick message about what you’re offering: it’s an engaged conversation that uses questions, personalized phrases, and irrefutable proof to convince the prospect that your product is the best choice for them.

Think of a sales pitch as your brand message, mission, and best testimonial — all condensed into just a few sentences. Pitches can be longer, spanning the length of a discovery call with your prospect, or they can be as short as 30 seconds, like an elevator sales pitch.

The point of your sales pitch is not to explain every aspect of your product. The point is to appeal to your audience and grab their attention to the extent where they’re willing to take the next step towards a sale, whatever that may be.

But, what should a great sales pitch include?

What are the components of a good sales pitch?

A basic sales pitch follows a specific structure that leads from the moment you hook the listener to the moment when they’re agreeing to the next steps.

Here’s what a good sales pitch structure looks like:

  • Question: Starting with a question allows you to understand the prospect’s needs better while engaging them in the pitch.
  • Hook: This is a single sentence that uses what you’ve learned about the prospect to grab their attention for your pitch.
  • Problem: An effective sales pitch sympathizes with the problems your prospect is facing.
  • Solution: After mentioning the problem, paint a picture of the solution.
  • Offering: At this point, introduce the hero of the story: your product!
  • Personalized benefits: Instead of spouting features, make your value proposition extremely personalized to this prospect’s specific needs.
  • Proof: To truly persuade the prospect, offer proof that your product can solve the problems they have. The most common way to do this is with testimonials or case studies from your successful customers.
  • Next steps: The last step in your pitch is discussing and planning the next steps in the sales process.

While this is a very basic overview of what a good sales pitch should look like, there is so much more involved in building a pitch that works.

This guide takes a deep-dive into the topic of sales pitches. You’ll start with the basics, learning how to make a sales pitch. Then, we’ll see real examples of different types of pitches and the ideas you can take from them, as well as how to use a pitch in various sales situations.

But first, do you really need to create a written sales pitch?

Why you need to draft a sales pitch

Let’s be real: this probably isn’t your first rodeo.

So, if you already know how to pitch and sell to prospects, why is it so important for you to draft a sales pitch? What makes a written pitch work for you and your sales team?

Consider these 5 ways a sales pitch helps you close deals:

  • Give your sales calls structure: While you may know what you want to say on a sales call, it’s far too easy for the conversation to be diverted. Having a drafted pitch keeps your conversations on track by giving you a clear structure to follow.
  • Decrease stress: Sales is a stressful career path, so anything that works to decrease stress is helpful. Drafting a pitch for yourself or your team allows you to see what you want to say before (and during) a call. This in turn allows you to focus more on listening to the prospect than on what you’re going to say next.
  • Improve performance for low performers: When the whole sales team works together to build a sales pitch, low performers gain expertise from the methods and phrases used by high-performing salespeople on the team. This helps low performers to improve their own pitch and close more deals.
  • Keep messaging in line: When your sales pitch is built alongside product and marketing teams, the company-wide messaging follows the same thread, which builds confidence in your audience.
  • Personalize your pitch to each prospect: By creating multiple versions of your sales pitch, you can personalize the main points, value proposition, and social proof to the needs and personality of the prospect.

Ready to create your perfect sales pitch?

By the end of this guide, you’ll have a clearer understanding of what your sales pitch should include, how to draft it, and how to use it.

More than that, we’ve gathered the best live examples of pitches that really work. These are the cream of the crop, and you can gather lots of clever ideas for your own pitch.

As a sales rep, you’re on a journey towards becoming a better performer in your job. By improving how you pitch your product, you’ll be one step closer to reaching your full potential.

Ready to get started? Jump to Chapter 1: How to make a sales pitch that sells: Start strong, close well. →

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Learn how to define your key requirements for remote sales reps, hire for culture fit.
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