What is a sales pitch?
In selling technique, a sales pitch or value proposition is a line of talk that attempts to persuade someone or something, followed by a sales presentation of a product or service designed to initiate and close a sale of the product or service.
A sales presentation are the supporting arguments that substantiate that line of talk and convey to your prospect the full breadth of your product or services.
The most effective sales pitches are the ones in which a company very clearly articulates it's core value that it is providing to it's customers and follows it up very quickly with how that core value is achieved. In order to identify what these two things are let's take a look at the two questions your business needs to answer in order to compile a killer sales pitch.
How to write a sales pitch?
A great sales pitch starts and ends by answering two very simple questions:
1) What do you do?
2) How do you do it?
Commonly called an 'elevator pitch', this brief summary is meant to simply and clearly deliver information to the prospect in one easy go. An effective sales pitch should easily roll off the tongue and be repeatable enough that any good sales rep can pick it up and memorize it quickly.
How to brainstorm the information needed to answer the above questions?
What do you do and how do you do it may seem like simple questions but they can be daunting and intimidating to succinctly answer at first glance. The easiest way to gather the information needed to answer these questions is to first list understand who is your customer? Write a list of everyone that you sell to. Write out their job titles, their roles, and what companies they work at.
Once you have that list, for each buyer persona, answer another question: what do they care about? Put yourself in their shoes, their job role. Think about the challenges they face everyday, the problems they have to address in their role and what they can do to make themselves look better and more effective to their boss.
Lastly, you are going to hit home at your customers bottom line and directly address how your product or service impacts what they care they about.
Once this exercise is done, you should have all the necessary information to start creating your sales pitch.
Here are some great sales pitch examples:
"Brightfunnel is a marketing attribution platform designed to help marketers understand the true value of their marketing touches and their impact on the revenue and buyer's journey."
What they do: "a marketing attribution platform"
How they do it: "help marketers understand the true value of their marketing touches and their impact
on the revenue and buyer's journey.
"Heartbeat is an influencer marketplace enabling brands to directly connect and leverage nano-influencers for large-scale digital campaigns."
What they do: "an influencer marketplace"
How they do it: "enabling brands to directly connect and leverage nano-influencers for large-scale digital campaigns."
"Accoutrements is a cannabis accessories company that enables consumers to live their best life through pieces that blend seamlessly into their lifestyle."
What they do: "cannabis accessories company that enables customers to live their best life"
How they do it: "through pieces that blend seamlessly into their lifestyle"
Once you have your sales pitch down, a good sales pitch usually gives way to a sales presentation in which a sales rep can then start to more thoroughly provide information on the companies product or service.
What is in a good sales pitch/presentation?
No matter what selling technique you choose all good sales presentations include 5 different elements:
1) Sales Pitch or Value Proposition (VP)
4) Social Proof
5) Call to action (CTA)
In each of these elements sales reps are able to persuade prospects using information on their industry, product and service to lead them through sales process, to the next stage of sales