5 Sales Pitch Examples (With Definitions and Techniques)
By Indeed Editorial Team
Updated 22 September 2022
Published 29 September 2021
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
If you're working in the field of sales or operate your own business, developing an effective sales pitch can sometimes be a bit of a challenge. However, there are certain techniques and steps that you can follow which are going to make the process easier. The most important thing is to be adequately prepared and to then deliver it confidently. In this article, we explain some of these techniques and give you sales pitch examples to help you develop your own.
What is a sales pitch?
A sales pitch is a pre-prepared sales presentation, typically given by a salesperson. It's also generally quite short, often two minutes or less. This is used to explain to prospective clients why their business is the one to choose. When prepared and delivered effectively, a good sales pitch conveys a very precise and persuasive message to its audience.
The ultimate goal of a sales pitch is to secure a sale. This can either be done during a dedicated presentation, in the first few minutes of a business meeting or through other methods like phone calls and emails. A sales pitch can also be a good way of persuading a prospective client if you're fortunate enough to meet them by chance.
Why is a sales pitch important?
Just as in other scenarios, you typically only have one opportunity to make a first impression when you're trying to sell something. Being prepared with an effective sales pitch ensures that you make the best impression possible. This could be done to achieve certain things. Your sales pitch could be used to highlight the uniqueness of your company and its products, how it outperforms competitors, or you could even use the opportunity to dismiss some misconceptions about your business. In this regard, a sales pitch is like a verbal business card for your company.
5 sales techniques with sales pitch examples
Here are 5 sales techniques with sales pitch examples:
1. Cold calling
Making a cold call is a well-known sales technique that greatly benefits from a good sales pitch. This can be a good way of directly reaching out to new customers and developing interest in your business. However, cold calls usually only allow you a brief opportunity to persuade the other person before you lose their interest. This is why a concise sales pitch is the best way of making your cold calls successful. It can surprise them a little, generate genuine interest and lead to questions.
The first thing to do when cold calling is to ensure that the other person is in a receptive mood. Ascertaining whether they're even open to listening to you can save you a lot of time. It's also important to take a balanced approach that's both friendly and professional. In the example below, the salesperson is attempting to pitch an idea to a business owner over the phone. Notice that they refrained from pushing the prospect too hard when they noticed the hesitation:
Salesperson: 'Hello, Mr White?'
Salesperson: 'This is Jason Perkins from Loughty Designs. How are you?'
Prospect: 'I'm well, thank you. How can I help?'
Salesperson: 'I came across your company's advertising materials for the new product line. I believe Loughty Designs can help you make them even better to draw in new customers.'
Prospect: 'Oh, and what does your company do?'
Salesperson: 'We're a marketing and graphic design agency. We specialise in helping retailers raise awareness of their business and generate new sales. In the vast majority of cases, we've increased our clients' sales by double-digit figures.'
Salesperson: 'If you like, we could schedule a brief call for next week. That would give us an opportunity to understand your company's needs better, and we could then discuss how we intend to help.'
Prospect: 'Ok, that sounds fair enough.'
2. Sending an email
In many cases, an email is simply the digital version of a cold call. It's easier to prepare for an email, but there are also additional challenges. If you have someone on the other end of a phone call, you generally have their full attention for a brief period. In the case of an email, you're going to be competing with other messages in their inbox. It's important that your email is concise and immediately grabs their attention.
In the example below, the salesperson sends an email to a business owner. They start the email with a statement about how much they love the brand. Techniques like this can be an excellent way of getting a prospect's attention:
Subject: Marketing Opportunities
Dear Mr McQuoid,
I love McQuoid Ice Cream. I've been a regular customer for years, and I have a proposition for how to significantly increase your sales.
I'm Jessica, and I'm a marketing team lead at Loughty Designs. We specialise in marketing and design work for the food and beverage industry, and we've got an unparalleled record of increasing conversion rates and reach for businesses like yours. We believe that, with the right marketing and strategy, your new product line could be a game-changer for your company.
We already have ideas and suggestions and would like to ask if you're interested in meeting us to discuss the matter further?
I look forward to hearing from you.
3. Telling a story
If you're more confident that you're going to have someone's attention, such as if they're already expecting you to speak, you could take the opportunity to engage them by telling a story. Presenting your sales pitch in this way can be great for developing interest in your company or product. This could involve using personal experiences, an anecdote or some background information about the company's history. Remember that the main goal of this sales pitch is still to persuade the audience, even if it's presented as a story. Using a story is shown in the example below:
'For years, I used standard accounting software to do all of my personal and professional accounting tasks. Like so many other things, I didn't realise how much room there is for improvement because I'd become used to the old way of doing things. When I first developed and presented this new solution, everyone told me there was no point, and that standard accounting software was good enough. In every single case, all it took was one demo, and they understood its potential.
'I'm now presenting you with the opportunity to make time savings of 25% and cost savings of 11%, just by using our new software.'
4. Grab their attention immediately
In sales and business, many people become accustomed to a certain way of doing things. A great way to increase interest and engagement in your sales pitch is to grab your audience's attention with an unexpected opening line. In many cases, these can be witty or humorous. This breaks the monotony that professional environments sometimes experience. Making your audience laugh also makes them like you more as a person, thereby making your pitch more persuasive, as shown in the below example:
'Over the last year, I've managed to expertly craft a sales pitch that is 100% guaranteed to make people yawn. I'm oddly proud to admit that one or two people even fell asleep. Now, I regularly pitch to my children at bedtime.
'Today, however, this all changes. I've got some simple facts that I believe do all the talking for me. First, we increase our clients' sales by 20% on average. Second, 90% of our clients have reported greatly increased interest from consumers who'd previously never heard of the brand. And third, we do not charge you a penny until you see sales go up.'
5. Ask an open question
Many salespeople make the mistake of asking if a prospect would be interested in a very specific product. Once this receives a negative answer, they're forced to rethink. A better approach, especially if you're contacting them for the first time, is to ask questions that are more open-ended. This gives them a greater opportunity to talk about what they'd like. It also shows that you listen rather than simply delivering a pre-prepared sales pitch. You can then tailor your response to their stated needs. Some good examples of open-ended questions include:
Do you sometimes wonder where your company can save costs?
Have you ever spent a considerable sum on advertising and not seen the results you hoped for?
Do you regularly seek new ways of increasing productivity?
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