Business Development, Sales & Marketing

How to Write a Sales Pitch

Business Advice | 4 January 2023 | 1 year ago

A lot of people underestimate the impact that a sales pitch can have, even though a high quality sales pitch can actually mean big things for your business. An effective sales pitch – on that is also confidently and persuasively delivered – can make all the difference to your business, your products and your services. It’s a way to showcase who you are, what you do and why you should be the ‘go to’ business for those in your industry.

Sales pitches are sometimes called ‘elevator pitches’ as they should be short, so short they can be done in a single lift ride. When you write a sales pitch, remember that it’s meant to be a short description of an idea, product, or company. The aim is to explain the concept in a way that leaves people wanting more. Below, we have taken a look at how to write a sales pitch, regardless of who you are and what you have to offer.

Understand the Customer’s Needs

One of the key things to do when you are writing a sales pitch is understand your customer’s needs. It’s a good idea to open your pitch with a question or an acknowledgement of the problem your customer is facing, and then highlight how your product or service could solve it. Everyone has slightly different needs, so highlight the flexibility and versatility of your business.

Be Clear and Concise

Unless your sales pitch is clear and concise, you will struggle to convey your key points and information. This could leave someone bored, disinterested and their attention elsewhere. Instead of telling a meandering story or taking too long to the crux of things, keep things brief and keep to the point. Remember, your customers’ time and attention span are limited, and they won’t want to listen to what you have to say if your sales pitch goes on too long.

Produce Facts and Figures

It’s tempting to focus your sales pitch on feelings and stories, hoping to convey just how passionate you are about your business, but this is unlikely to convince a customer of your capabilities. A customer, especially a B2B customer, will want evidence that you know what you are doing. They want to know that you can provide them with a definable benefit, something that goes beyond what other businesses are capable of doing.

Leave Room to Adapt

Though you will be offering the same service or product to everyone, write a sales pitch that can be adapted. Not all customers should hear the same pitch, as their existing knowledge is likely to vary hugely. For example, a very knowledgeable customer doesn’t need to be reminded of basics about your industry. Similarly, someone you have worked with before doesn’t need the company’s backstory and history.

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