You might not have a bad business pitch. Perhaps it just needs some polishing up, or maybe you really do need to work on your skills.

I’ve been doing this for a long time and I have some advice that might work for you too.


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Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

First, Lets Be Clear: A Great Pitch Is like a Great Movie Logline  

A logline is a one-sentence description of the movie that gets to its essence as quickly as possible.

What is your pitch? What are the highlights of what youre selling and why should someone buy from you instead of a competitor? Are they just reading through your sales deck or do they feel like it’s an interesting story with a beginning, middle, end that ends in them purchasing from you rather than another company.

I’ve found that some of these tactics work better than others, so you should pick and choose what works for your company. Below are the 6 things I do to stay away from a bad business pitch. 

1) Stay clear of jargon. 2) Clearly state the Whats in it for me? 3) Streamline your messaging. 4) Encourage a conversation NOT a lecture. 5) Rehearse a LOT. 6) Be flexible, be light.

1) The Worst Elevator Pitch Comes with Jargon and Acronyms

We all know corporate speak, the useless business jargon that is constantly used in meetings and documents.

Its boring.

Stop it.

You should have a clear, concise pitch that is compelling enough to warrant the person wanting more even after they get off of an elevator.

The attention span of a potential customer is limited, and you only have thirty seconds to make your pitch.

2) Whats in It for Me (Them)?

Your prospects will only care about what they get out of it.

Make sure you are providing a clear explanation of the benefits and what it will do for them.

Were helping companies like [a competitor or similar niche] get up to 300% more meetings at every trade show and conference they attend.

What youre actually doing with this sentence is calling out the other company for not having your solution, which would help them get more meetings.

3) FocusStreamline Your Message

The most important thing about pitching is to be clear. One quote said, Separate the chaff from the wheat.

It sounds easy, but it’s not so simple.

When you’re trying to name your company, just keep asking people what they think and rewrite until it’s right.

The pitch is clear. They know what the product does and they are interested in it.

Is the pitch a good enough reason to keep listening?

Ensure youre aligned with your marketing team by asking them if it aligns with the rest of their messaging.

4) Dialogue, NOT Monologue

When you’re talking to a potential customer, don’t just lecture them about your vertical. Instead have conversations with people and be funny!

Start off with a good joke, quip or amusing comment about something related to your company. For example: What do you think of the food here?

5) Rehearse, Its What the Pros Do Always

As a founder, I should have practiced my pitch more.

Some people think that if you practice too much, it will sound like a recording.

Nope.

Actually, when you feel 100% confident having honed your pitch and iterated until finally, it’s a super-pitch then you’re ready to roll. Its like how jazz musicians practice scales before they can improvise off of them. The scale will always be there but the musician is free to play after practicing enough.

6) Bend

As Marc Benioff says,

You must always be able to predict whats next and then have the flexibility to evolve.

The point is, be flexible during a sales pitch and engage your prospect in a real human way. Be ready for anything they may say or do.

Keep Iterating (Be Funny)

As with all best practices, sometimes they change or I do. But thats what keeps me on my toes and helps me grow.

If you have any marketing or sales strategies that work well, please share them in the comments below.

If you’re not getting the job, maybe try being funny.


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  • Need Help Automating Your Sales Prospecting Process?

    LeadFuze gives you all the data you need to find ideal leads, including full contact information.

    Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

    • A company in the Financial Services or Banking industry
    • Who have more than 10 employees
    • That spend money on Adwords
    • Who use Hubspot
    • Who currently have job openings for marketing help
    • With the role of HR Manager
    • That has only been in this role for less than 1 year
    Just to give you an idea. 😀
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Justin McGill
About Author: Justin McGill
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