Marketing Center

Six tips for establishing a sales pitch

Learn to craft a sales pitch that demonstrates confidence in your offerings and motivates customers to buy.

Published: December 19, 2014
Updated: July 19, 2017

1. Understand your products or services before you sell them

When you believe in the benefits and values of your products or services, your passion shows every time you speak with customers about your offerings. No one should know your products or services better than you. Understanding a product inside and out, being able to explain how it solves a problem, and understanding your buyer’s motives produces satisfied customers.

2. Express interest in your customers

Don’t get lost in “selling” your product or service: Show genuine interest and a commitment to serve the buyers. Potential customers seek you out because they are uncertain about your product or service, so you can earn their trust by sharing your unique selling proposition.

3. Consider how you’d want to be treated

One way to strengthen your sales pitch is to think about how you would like to be treated by a salesperson — and act accordingly. This starts with a welcoming, helpful greeting. Practice your greeting in front of a mirror, colleague, friend, or family member.

4. Provide evidence of your value

Be prepared with third-party data, success stories, and other support material indicating why your product or service is the right solution. The testimony of sources outside your own business adds credibility to your sales pitch.

5. Don’t be afraid to talk price

Ideally, discuss pricing before the customer asks. Then show why your product or service costs what it does. This demonstrates confidence, keeps you on the offensive, and prevents unnecessary negotiating. It also shows respect for customers’ time.

6. Recognize the uniqueness of each sale

Among the range of individuals and groups I’ve trained, there’s a common thread: They all get in trouble when they apply a “one-size-fits-all” sales pitch. I advise them to know the product – but most importantly, know the customer and really listen. They’re looking for you to help them make a decision.

Once you’ve streamlined your own sales process, take the next step by empowering your employees to perfect their sales skills.