My partner, a very experienced senior sales professional, has collaborated with me to write this article for anyone about to step into the spotlight and deliver their first sales pitch.
We have both witnessed brilliant and cringeworthy sales pitches in our time.
Often, the latter fell short simply because they lacked guides like this one.
When there aren’t enough learning, development, and training initiatives in place at a company, employees can find themselves thrust into delivering a sales pitch without any support.
No wonder so many new salespeople fumble in the dark!
So, to ensure you’re performing confidently and effectively, follow this guide to deliver a compelling and impressive sales pitch.
First and Foremost – Who are you pitching to?
Understanding your audience is integral preparation for any sales pitch. Research who they are, what roles they have, their needs, pain points, and what they value.
What unique ways will they benefit from what you’re selling?
This knowledge will help you to tailor your pitch so it’s relevant and can resonate with them, making it more persuasive.
- Identify who the decision-makers and influencers are in the room
- Understand their industry and market position
- Know their unique challenges and how your product or service can solve them.
Stories are Great for Sales
All humans love a story. A clever narrative can make your sales pitch more engaging and memorable.
Address a common problem, present a solution, and highlight the benefits that your product or serve offers.
- Begin with a hook to capture attention
- Outline the problem your audience faces
- Present your solution and how it effectively addresses their unique problem
- Highlight the benefits and potential ROI (return on investment).
Structure Your Sales Pitch
Mapping out and planning a structure for your sales pitch will keep it focused and ensures you cover all essential points. Here is an example one to follow:
- Introduction
Who you are and what the purpose of your pitch is.
- Main Body
Describe the problem, present your solution. Share case studies or testimonials (here is where you can get creative with storytelling). Explain the benefits of your solution or production and its value proposition. Address any potential objections or controversy.
- Conclusion
Summarise the key points and takeaways. Call to action – what do you want your audience to do next?
If a template would be helpful to work with then check out these.
Leverage Visuals
Visual aids can enhance your sales pitch by making it more visually appealing, engaging, and easier to understand.
I’d recommend using slides, charts, images, and visuals to illustrate your points.
But avoid putting too much information on slides – keep them simple, and ideally for visual-use only.
- Keep slides neat, clean, and concise
- Use visuals to support, not replace, your verbal message
- Practise with your visual aids to ensure smooth transitions
Practice!
It sounds obvious, because it is! Practising your pitch is the best way to build confidence and ensure a smooth delivery.
You can practise in front of a mirror, record yourself, or rehearse in front of other people for feedback.
- Time yourself and practice to stay within your allotted sales pitch time
- Work on your tone, pace, and body language (straight, open posture)
- Be prepared to answer questions confidently (pre-empt what they are likely to ask you after you’ve pitched and plan your answers in advance).
Manage Pesky Nerves
It’s very normal to feel nervous before a sales pitch, but managing those nerves is essential to delivering a confident performance and doing yourself justice.
- Take deep breaths to calm yourself
- The nerves will be less intense if you feel you’re well-rehearsed and prepared
- Visualise a successful pitch
- Focus on your message, not your fear
- Start your pitch with a back-and-forth conversation to create a dialogue, making the atmosphere more interactive and less like a monologue where all the attention and pressure are solely on you
- Remember that you are the expert on your product or service, and you are there to inform your audience.
Keep your Sales Pitch Engaging and Energetic
Interactivity can make your pitch more impactful. Encourage questions, make eye-contact, and show enthusiasm for what you’re talking about.
- Throw in some surprising facts to grab attention
- Make eye contact with different members of the audience – draw them in to what you’re saying
- Show genuine enthusiasm and energy for your product or solution and its potential – show people you believe in it and if you were in their shoes, you’d invest in it!
Send a Thank you and Follow Up
After you’ve pitched, follow up with your audience to thank them for their time and reinforce your message. You can also address any lingering questions.
- Send a thank you email summarising key points from your sales pitch
- Provide additional information or materials if requested
- Keep the lines of communication open and positive for further discussion.
And last, but not least, make sure you’re wearing the right outfit!
Check out this article on how wearing the best hue for you helps with confidence when public speaking.
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Thank you for reading, I hope this has been a useful guide!
Good luck in your next sales pitch!
Tilly x
