I’ve seen a lot of good sales pitch in my career, and I know what makes them successful.

The best candidates are those who can work well with others, but also have the ability to think independently.

To find out, our Training and Development Manager Joseph Grieves analyzed 500 sales calls in a 6-month period. He found that the best converting pitches all have specific things in common.

If you know what these elements are, then copying their success is a lot easier.

Keep reading to learn what factors make up a good sales pitch.

Let’s talk about the elephant in the room”


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. 😀

Scripted vs. Freestyle Good Sales Pitch

The debate is ongoing.

Some companies believe that scripted pitches are the best way to help reps sell their products or services. Other organizations feel strongly about freestyle pitching because it allows for natural conversations with customers.

It’s not an either-or situation. The sweet spot is somewhere in the middle.

Earlier in the article, it was mentioned that sales pitches can often be difficult to work on and improve.

Planning a script is helpful because you can plan exactly what to say and how to say it. After some time presenting the sales pitch, however, it becomes second nature. You will sound more natural when freestyling your presentation.

The next point I want to cover is how to make a good sales pitch.

6 Crucial Elements in Every Good Sales Pitch

There is no one-size-fits all approach but if you can answer prospects questions, it’s a great way to start.

After analyzing 500 sales calls, we found that the following 6 elements need to be included in your pitch and make it a good sales pitch:

Article: 5 Ways To Make Your Company More Diverse Paraphrase – “5 Tips for Making Your Company More Diverse”

  • Why you
  • Who your company is
  • Pain points
  • Benefits
  • Validation and referrals
  • Close

Let’s break it down:

1. Why Your Organization

When you get a call from someone who is unfamiliar to you, the first thing that comes up in your head is “what do they want”. So make sure to ask them at the beginning of any conversation.

You can show your research skills to make yourself stand out from other salespeople. Useful information like this is easily found on LinkedIn, Social Media, Data providers or even Google.

“I know you have a lot on your plate.”

“I know you’re currently looking at other projects. Is there any chance that _____ would interest you?”

I read your article on ____ and I wanted to let you know that it was informative.

“I noticed that you recently became _____.”

One of the best ways to start a conversation is by using someone else’s referral.

“I was talking to David and he suggested that I speak with you about __________. He told me you would be the best person for this job because of your expertise in the field”

If you can’t do any of the above, then simply say: I would like to know more about your company and what we could offer each other.

“The reason I am calling is because _________ falls under your responsibility, so you are the best person to speak with.”

The meeting opening is very important because it sets the tone for what will happen in that room.

2. Who is Your Company & What They Do

Pitching a product is often more about the presentation than what you’re pitching.

Most salespeople are too focused on the company rather than themselves. They need to focus more on their own strengths and what makes them special.

Use this format for your paraphrases: “Article title, Paraphrase”

“We specialize in the XYZ industry and we help businesses solve ___________.”

What is the most important thing your company does? Someone should have figured this out by now. Marketing people do a great job of boiling it down to what matters.

If you are good at summarizing, it is better to keep the summary short. However, if not so great at condensing your thoughts into a few words then try expanding on what was said in the article.

3. Pain Points

Technology is often created to solve a problem.

It’s important to mention that the technology is created to fix the problem.

It’s important to talk about the problems your prospect is experiencing and how you can solve them. Keep it to a maximum of three, though.

The problem with companies like yours is that you’re using a lot of different products to do the same thing. This is really expensive and it also means you don’t get all the benefits because _____, ___, and ___.

Would you like to see more conversational questions? Something like:

“What are some of the challenges you’re facing in regards to _____ right now? Is it more about reducing costs or increasing visibility?”

When it comes to selling, there are many types of questions that can’t be answered with a simple yes or no.

It’s important to have a clear purpose for your product demo. Before you start, think about what is the end goal?

4. Benefits

Benefits. Not features.

When people first hear about your product, they’re not necessarily looking for what it does or how well it works; instead, they want to know the outcome.

Salespeople need to be aware of their biases and how they can affect the way that people respond to them.

What are the benefits of your product or service? Will it make them more productive, save timemoney, etc.?

This is the part of your pitch that will convince them to look at what you are offering.

“Our solution is the best of its kind because it provides ______, _____ and more. The main benefits are not only that you get to save time on managing this area by up to 30x but also we can typically save 40% on costs.”

If you don’t know your product or service well, then it will be harder for people to buypurchase from you.

When you can, use facts and figures to back up what you’re saying.

5. Validation and References

When you’re talking about your company, mention other companies who are already customers. Even better if they’re direct competitors of the organization that you want to get a contract with.

He has been able to help companies like Coca Cola, Pepsi and Starbucks find the perfect balance between costs and employee satisfaction.

Prospects may be scared away if you use references that are too high profile. If a prospect is just starting out, they might think your prices will be too expensive.

6. Close

One way to close a sales engagement is by asking for an appointment time and date. The problem with this strategy is that the prospect thinks about how it will work in their schedule.

It’s been more successful when we’ve emphasized the benefits and asked our prospects to talk about what they feel will be of value.

“I would love to show you how we have helped companies like yours. We could save you the time and money I mentioned with a meeting in the next few weeks if it’s possible for us to do so.”

OR

“Would you be interested in seeing if this would work for your company?”

When asking this question, the prospect will have to think about their own problems and what they are hoping for. This makes it more likely that you’ll be able to arrange a meeting with them.

If someone is going to take the time out of their day for you, they want it to be worth while. They either need your product or not.

Successful and good sales pitch is often short and persuasive.

Now that you have the 6 elements, it’s time to put your sales pitch together and make it a good sales pitch.

There is a narrative that needs to be written about diversity.

A good sales pitch is like a well-told story. It needs to have beginning, middle and end.

So to create a good story, we need six elements: intro, narrative arc and character development. When you have this in mind while writing your introduction and the rest of your article, it will be easier for people to understand what you’re trying to say.


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. 😀

 

Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
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