The first word you say or action you take when meeting with a prospective customer can make or break the deal. Your sales presentation should be well-rehearsed and must meet all the standards before setting up a meeting with any client. Remember, this is like a verbal business card, and the customer will use it to judge your intent and ability to meet their needs. 

Coming up with a sales pitch is something that anyone can do. However, creating a persuasive line of talk is where many people fail to score. So what’s a sales pitch and how can you fashion one that’ll keep your targets hooked? Keep reading to learn more about this crucial subject.

What is a sales pitch?

A sales pitch refers to the line of talk used by sales teams to market a brand. The primary objective of this opening message or script is to entice your audience into a certain action. While businesses use a sales pitch to sell their brands, experts recommend that you use it to start a conversation. This way, you’ll be able to set the tone of your relationship with the customers from the word go.

Here are some tips that will help you create an excellent sales pitch:

  • Do your research

Every marketing strategy requires a lot of research on the characteristics of the consumer base as a whole and the individual customers. Successful pitching starts with understanding your target audience. What are their needs? What products are they currently using? How better will your products meet the demands of these customers compared to what they’re using now? If want to increase your chances of success, it’s important that you answer all these questions with utmost certainty. (1)

For instance, if you are building sales pitch decks for your presentation to another company’s management team, it’s important that you research on their organization prior to the meeting. You should also spend time trying to understand their competitors and the industry within which they operate. Doing so will help you tailor the sales presentation to resonate with your audience.

Imagine a situation where you’re trying to sell your company’s products to a buyer who is already enjoying the same benefits from someone else. Such a deal is likely to crumble even before the talks begin unless you package your message in a way you persuade the buyer to try the products you’re offering. This can only happen when you already know and understand your potential customer’s pain points.

  • Grab people’s attention

Another important aspect of pitching is capturing the attention of your audience. Usually, most people read the headline of a piece, but a small percentage go on to read the whole message. For example, less than 20% of those who come across your LinkedIn message are likely to read beyond the first sentence. Therefore, it’s upon you to make sure that you make them invested in whatever you are trying to communicate.

So how should you structure your sales pitch? Whether you’ll be presenting it verbally, on a sales deck, or posting it on your social media, the first few words should be all about introducing the audience to your brand. By introduction, that doesn’t have to instantly mean describing your business; rather, it’s curating a message that tells the target market what you’re offering. (2)

For instance, you could start by saying, “Build a website for your business.” This might appear like a direct approach, but it still speaks volumes about what your brand aims to offer. While you’re at it, make sure to connect to people’s emotions from the beginning. Emotionally driven headlines tend to attract more people.

There is no right or wrong way of capturing people’s attention. As such, you’ll need to test all headline structures and find one that works best for you. For better results, remember to keep it short and sweet. 

  • Back your pitch with facts

No matter how well you’ve curated your sales pitch, it will always be viewed as a claim until you provide proof that your products really work. Of course, if you’re in a meeting room with your potential buyers, you can provide a demonstration.

But what about those people who’re reading about your brand on social media or any other online platform? In that case, you can attach a few testimonials and case studies. The data you share here should be able to prove that the product will actually solve the buyer’s immediate problems.

  • Check your grammar and spelling

This might seem like an obvious step, but you will be surprised by the number of people who gets it wrong. A simple spelling mistake can cost you a lot of potential customers. But why is this the case? Most people judge a brand from how its sales team presents itself to the customers. 

A poorly constructed sentence can drive away your audience because it shows that you’re not keen enough to iron out a few mistakes. In fact, this could be used as a reflection of how your company will be keen on meeting its consumer needs. Of course, this might not be the case, but you can’t control what people think about your brand once the message is out. So to avoid being let down by such mistakes, be sure to do thorough spelling and grammar checks before presenting your sales pitch.


When marketing your products to new clients, you’ll need to be persuasive from the first statement. A good sales pitch must be created in such a way that it targets the buyer’s real problems, and you can only achieve this by doing prior research on your potential customers. This way, you’ll have a good idea of how to package your message to lure the audience into trying your products. Back whatever you say with facts such as testimonials and case studies. Once you do all these, it’s important that you review your pitch message and check for any grammar or spelling mistakes before presenting or publishing it.


  1. “10 Sales Pitch Examples (Plus Tips on How to Write Your Own)”, Source:
  2. “6 Essential Elements of a Successful Sales Pitch or Presentation [Infographic]”, Source:


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