How To Build A Successful Sales Pitch Script That Works

Picture of Zack Williamson

Zack Williamson

While it is true that some people are naturally better at selling than others, this doesn’t mean it isn’t a hone-able craft. With a repeatable and scalable strategy, anyone can become a good salesman. The real trick is to have a winning sales pitch.

What Is A Sales Pitch?

The sales pitch is the speech given in an attempt to persuade someone to purchase a product or service. It’s a condensed sales presentation, think of an elevator pitch, but without the elevator setting. The pitch is critical in sales, it has to somehow convince someone that whatever you’re selling solves a problem they have, all while educating them on the product or service.

As a sale is centered around this interaction, the sales pitch is by far the most important aspect of sales. Without an effective pitch, there is no sale, which means no revenue is being generated. On the flip side, if the sales team is highly successful, this would mean that the business as a whole will grow, not to mention the sweet, sweet commission they would receive.

Parts Of A Sales Pitch

Just a quick note for you before getting into the parts of all successful pitches. You need to identify your target audience. As much as you want everyone to be a customer, you still have to tailor your pitch to your audience. Your product or service may be the solution to many pain points, but unless you help solve the right one, people won’t be interested. Now you may have a couple different targets and you should be using the correct strategy for each of them.

The Attention-Grabbing Introduction

Whether your pitch is written in an email, a LinkedIn message, or said over the phone, the introduction determines whether or not you will be shut down right away or if you’ll have someone’s attention. It is important to note that you aren’t trying to sell with your intro; you’re introducing your brand in a way that grabs your target audience’s attention. You should address the pain points they have and how your service or product alleviates them in a meaningful way.

It is also important to remember that this section has to open up a dialogue. It is not your goal to perform a monologue to your customer. Your goal is to start a back-and-forth conversation, not to give a speech.

Educate Potential Clients About Your Product Or Service

While you want to discuss how your product or service will bring value to your audience’s business, you want to do it while being informative. Establish the fact that you’re an expert in whatever field you’re selling for. Facts, specifically those backed by statistics or testimonials, will help here. Customer testimonials have always been a driving factor for customers, they can make or break a sale in many situations. While your goal is to inform the potential customer, make sure you’re only hitting key points that will have an impact on them. Keeping these points short is the key to keeping their attention.

If you could use a relatable story that is relevant to your topic, it will help establish a better connection with your audience and double as an inferred lesson. Do take note that if the person is more receptive to “in your face” style statements, make sure to state the lesson they’re supposed to learn and don’t leave it up to them to decipher it. 

The Ending Or Call To Action

The end of the call should be dedicated to making a sale. This step doesn’t have to be so direct, it could be as simple as informing your prospective customer on the following steps to take in the event that they choose to make a purchase. You can also use this time to appeal to their emotions if they’re still on the edge. A simple FOMO or fear of missing out can be used to give them that little push they need to make the change. In some cases, it is better to just outright ask for the sale. 

The Wrap Up

Think of a sales pitch as a work of art. Art is subjective, some people will like it, and some won’t, as the salesman or, in this comparison, the artist, you should make adjustments to your work to raise the chances of getting the intended effect. This essentially means that you shouldn’t follow your script verbatim. The script is a guide to help you reach a certain end goal, if you’re engaging in a conversation outside of your script, but it’s for the benefit of a sale, pursue that line of thought but make sure you reach the end goal of the script.