Sales Methods

Developing your sales pitch

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

Published: December 19, 2014
Updated: January 27, 2017

Perfecting your sales pitch will boost your confidence and prepare you for a successful transaction. Consider these three tips when crafting a successful sales pitch.

Understand your products or services before you sell them

When selling products or services, people often think a great sales pitch will automatically land them a new customer. But in order to sell potential customers on the benefits and values of your products or services, you must first be sold.

Most customers have researched and have an idea of a product or service, as well as a price. But they seek you out because they are uncertain about your product or service. You can earn their trust by clarifying information about your offering.

Understand customer motivation for buying

The way you present the benefits can be consistent, but the dynamic between you and each customer should be unique. To establish a relationship, you have to read people, ask the right questions, and predict the outcome of the sales effort.

Don’t get lost in the pitch, and “selling” your product or service. Show genuine interest and a commitment to serve the buyers and not just sell to them. Knowing a product inside and out, being able to explain how it solves a problem, and understanding your buyer’s motives produces satisfied customers.

Practice your sales pitch

You cannot practice, drill, and role-play your pitch enough. Knowing a product or service inside and out is not enough to sell it. Doing so can make you seem robotic. Instead, practice and perform your sales pitch in different role-playing situations so you can accommodate a variety of customers and make improvements.

Here are some tips to consider:

  • 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.

  • Include a welcoming, helpful greeting. Practice your greeting in front of a mirror, or a colleague, friend, or family member.

  • Provide evidence. Offer third-party data, other success stories, and support material for why your product or service is the right solution.

  • Talk price upfront. Preferably, 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.

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, then get to know the customer and really listen. They’re looking for you to help them make a decision.