It can be very understandable for someone to ask, “What is a sales pitch?” With that, we will take a step back, answer this question, and make it completely clear what exactly a sales pitch is.
What is Not a Sales Pitch
Before we look at the sales pitch definition, let’s first look at what is not a sales pitch. Some people might mix the terms sales pitch with sales script. A sales script is not a sales pitch because a script is an outline of what you should say. The sales pitch is the content (talking points and questions) that is used to create the sales script.
This is similar to the news and a news script. When a news broadcaster speaks to the camera and shares the news, they are using a script that they read from. The script is not the news, but the news is used to create the script.
The Sales Pitch is the Overall Message
At the most basic level, the sales pitch is the overall message you want to communicate when trying to sell something. Whether you sell a product, a service, a project, or even just an idea, the thing you are selling has a set of details and relevant points. The collection of all of those is the message you want to communicate, and this is your sales pitch.
Applying that to selling a product, there are key details such as product features, product benefits, pain points, questions to ask, etc., that you should communicate when selling that product. These details are the sales pitch for that product, and all of those details can be used to create a sales script for selling that product.
How to Create a Sales Pitch
All that said, there is definitely a spectrum between a good and a bad sales pitch. We actually created a process for creating the most optimum sales pitch for any product or service, and here are those steps:
Step 1 – Outline key product details
The first step in our process to create a sales pitch is to outline and brainstorm key product details. This can include the product you sell, the features it offers, and how it differs or is better.
Step 2 – Define the target audience
The next step in creating a sales pitch is to define the target audience you are communicating with or trying to sell to. You could either keep this broad with a target of just businesses or people, or you can get more specific, targeting different industries, departments, or titles of individuals.
Step 3 – Identify the value delivered
Next, stop and think about when the target audience uses or consumes the product. What are some improvements they are able to see? These are the product’s benefits, and this is your value proposition.
Step 4- Brainstorm pain points you solve
Try to think about the problems or challenges your product helps eliminate for the target audience. A good sales pitch will definitely talk about these.
Step 5 – Create questions to ask
A good sales pitch will have a list of good questions to ask. I recommend you create two categories of questions: 1) pain questions and 2) current state questions.
Step 6 – Create a story of a customer example
To take your sales pitch to the next level, create a short example of a customer that you sold the product to and a few of the improvements they were able to realize.
If you go through those steps, you will have more clarity about what a sales pitch is, because all those talking points and questions would be part of it.
We hope this helps to make things more clear!
