Sales pitch: definition, steps and examples

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What is a good sales pitch?

Above all, a good sales pitch is a pitch used by all salespeople. Integrated into the Playbook, it is based on expectations and needs prospects. It gives a set of directions And of tips for customer appointments, and summarizes the main methodologies used to harmonize sales techniques.

Many companies collaborate with Akimbo to boost the performance of their sales team, on topics of guidance, outsourcing Or of Coaching. The sales pitch is a key topic!

Sales pitch: definition

A sales pitch is a strategic presentation allowing to highlight the positive points of a product or service in order to encourage a prospect to buy. This presentation is quick but accurate.

Its main objective is to Convincing prospects by developing their interest in the product or service offered. The sales pitch allows the seller to show his potential customers that the proposed product represents a solution to their problems.

In order to be effective and incisive, it is often carried out using CAB method (Characteristics, Advantages, Benefits).

What is a good sales pitch?

A good sales pitch must adapt to the different needs of your prospects, and be personalized : that is to say taking into account the context and expectations of the prospect.

He is looking to target the right customer segment and is based on precise knowledge about the prospect. It clearly displays a Solution to the problem of the latter, and makes it possible to counter the potential commercial objections of your prospects.

How do you argue to convince a customer?

To convince a customer, it is essential that you adapt and personalize your approach. Address yourself as well to the emotions of your customers, be kind and enterprising. To make it easier for your customers to be won over, do not hesitate to show them customer references, and Key figures about your product. Observe carefully whether your arguments “take hold.”

Focus your efforts primarily on solving your prospect's problem, and don't try to hastily speed up the sales process. Anticipate potential objections from your customer and set goals in place. Finally, don't hesitate to play a role in your prospect's decision making!

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How do you prepare and build a sales pitch?

Do not neglect the preparation of your sales pitch! Be simple, concise, and to the point. We detail the steps below.

How do you build a sales pitch?

Start by building your sales pitch by involving all people being in direct interaction with customers.

When designing the sales pitch, you must also include: upkeep regular, to prevent it from falling into oblivion.

You will discover the 4 steps to follow to write it below.

What are the selling points?

There are many selling points that can be used to push a prospect to buy. For example, you can him show the benefits that he will get from your offer. For many people, time is money: so you won't take too much risk by insisting on this advantage as soon as you can, to immediately arouse their curiosity about your product.

Cost reduction is also a successful selling point for consumers: just like reducing costs, The increase in income is a goal that is often sought after.

Numerous other selling points can be used: Time saver, security, Simplifying a process, Pride, etc. Select the ones that will have the most impact on your customer.

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4 steps to building a good sales pitch

The process of creating a good sales pitch involves several steps: meetings with your entire team, creating a summary document, studying the sales arguments used, and conducting monthly follow-up points.

Step 1: Pre-meeting with the whole team.

Before building your sales pitch, it's essential to set up a meeting with your sales team. Analyze all customer feedback collected by everyone, especially during customer appointments, and study the origin of these returns according to the different types of customers found.

Make sure that each member of your team agrees with the others. To create a good sales pitch, it is imperative that your team has discussed the preparation of your pitch and is in agreement with it. Your entire team must have a good knowledge of the environment in which the offer is made in order to be able to talk about it clearly and accurately. Finally, analyze all the sales arguments put forward and classify according to their relevance, for each of your personas.

Step 2: Create a summary document

For your sales pitch to be truly successful over the long term, create a summary document all the arguments you know (e.g. Notion or Google Doc). Do the same with the sales objections of your prospects. By creating these two documents, you will be able to more easily anticipate the objections and expectations of your future prospects.

Step 3: Test your arguments

Studying the effectiveness of your arguments is essential to determine their performance. So methodically test each argument against 10 or even 20 prospects, and evaluate their feedback. It is thanks to this feedback that you can improve your sales pitch by selecting the selling points that are most suitable for your product or service.

Step 4: Do monthly follow-up points

Consider updating your sales pitch. A quarterly review as a team, or even more if necessary, is necessary. The objective of this point will be to determine which sales arguments work according to the type of customer (persona or ICP) and whether new arguments can be highlighted.

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How do I introduce a sales pitch during an appointment?

Already, especially not at the beginning!

The start of a customer appointment is essential: it determines the state of mind in which your prospect will be for the duration of your interview. Make a good introduction to get in touch with the customer immediately. Create a bond with your interlocutor to obtain a relaxed atmosphere and ensure their trust.

Following this first contact, enter the discovery phase. Verify the previous information you had about your customer with the QQOQCP method (like the context for example). Rephrase the problem of your customer by adapting to their needs. Let yourself express yourself as much as possible to listen to it well and for get his approval. It is through these speaking times that the customer will establish a relationship of trust with you and that he will open up more. With these few steps, you will have set the scene to unfold your commercial arguments.

Example of introduction:

”Mr. X, I hope you are well!

If I understood correctly, you are currently looking for Y for your website. However, your internal teams do not have the skills to do this. Is that really the case?”

How do you make a good sales pitch?

Use the CAB method

The CAB method allows you to select and offer your customers powerful arguments that meet their needs. This sales technique allows you to structure your commercial speech. It presents your product or service in a specific order:

1. Characteristics: introduces the features of the product
2. Advantages: Show what differentiates your offer from those offered by the competition
3. Benefits: Outline what your product will bring to your customer on a daily basis.

The CAB method makes it possible to offer commercial support of great clarity and precision to your customers, which encourages the prospect to plan and make a purchase.

Example with the CAB method

Characteristics: It sticks perfectly to all surfaces and ensures a clean finish.

Advantages: You can stick it on and off as much as you want.

Benefits: Low price and ease of use that will save you time on a daily basis.

Use the CAP SONCAS method

The CAP SONCAS method represents the combination of the SONCAS method that allows target buying motivations and the CAP method which allows structure your sales pitch. Thanks to this method, you directly target the buying motivations of your various customers. This sales technique allows the customer to project themselves with your product, reassuring them before buying.

Example with the CAP SONCAS method:

Your prospect wants to renew his training by including training courses more focused on CSR (Corporate Social Responsibility) to allow his salespeople to enter the era of time by protecting the environment and improving their working conditions.

It is so because of the well-being of its employees, novelty and the environment.

You can develop your CAP arguments:

Characteristics: Our courses are focused on CSR and innovative.

Advantages: Thanks to their environmental and societal commitments, their contribution is very significant for you, your brand image and your customers.

Proofs: They obtained a CSR label last year and our courses are ranked among the best in terms of environmental protection.

How do I write a telephone sales pitch?

When creating a telephone sales pitch, the catchphrase is decisive. You need to prepare your presentation pitch before you start in order to create a favorable sales climate. Prepare a short presentation about your business and what you offer to quickly arouse the curiosity of your interlocutor. Your main objective is to get an appointment within a few minutes. You must therefore be both attractive and comprehensive.

Example telephone introduction sentence:

” Hello Sir/Madam [...], I am X, from company Y. I did some research and discovered that your company is about to [...].”

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Sales pitch template & examples

In this episode of Shark Tan Season 4, Aaron Krause makes one of the best pitches on the show. Dynamic and relevant, it captures the attention of jurors and the audience from start to finish.

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