What is a sales pitch?

A sales pitch is a persuasive message delivered by a sales rep to highlight the value and benefits of a product or service. A sales pitch aims to build trust with prospective customers and ultimately close a sale. A strong sales pitch grabs attention with a clear, relevant lead and provides helpful, targeted information.

While sales pitches used to happen mainly over the phone, they often occur across digital, social, and in-person channels — adapting to how buyers prefer to communicate.

Did you know?

59%

of buyers are irritated by a generic sales pitch?

Sales pitch examples

Sales pitches can take many forms depending on the buyer and the situation. Here are five common types of pitches and when to use them:

Phone sales pitch

A phone call is great for building personal connections and addressing questions directly. Keep it concise with a strong opening and closing to leave a lasting impression.

Email pitch

Emails are ideal for busy buyers who prefer asynchronous communication. Start with a personalized opener, explain the relevance of your product, and end with a clear call to action. Personalized email pitches see a 32.7% higher response rate.

Pitch deck

After initial conversations, use a pitch deck to dive deeper into your product’s features and use cases. Create a narrative that highlights common buyer challenges, how your product solves them, and supporting case studies.

Follow-up pitch

After your initial contact, follow up with an email or message that addresses remaining questions and shares tailored resources like case studies or additional materials.

Pitch book

This is a specific type of pitching collateral used primarily by investment bankers, but occasionally by other financial services professionals. Financial firms use sales pitch books to educate clients on their firm as a whole, sell specific products or services, and even to win client business through IPOs and M&As.

What makes a good sales pitch

Sales pitches can get a bad rap — calling to mind the outdated scenario of a pushy salesman. But when done right, a sales pitch can be engaging, insightful, and valuable to prospects. Here’s what makes a great pitch stand out:

  • Thorough research: Buyers expect reps to know their product, their industry, and their challenges. Doing the homework upfront ensures reps can confidently articulate how their solution addresses the buyer’s needs.
  • Personalization: Generic pitches won’t cut it — 59% of buyers find them frustrating. Reps should tailor every pitch to the buyer’s unique pain points and goals.
  • Storytelling: A great pitch tells a story where the buyer is the hero. Present their challenges, how your product helps, and the positive outcome they can expect.
  • Right content, right channel: Every buyer has preferred ways of communicating. Reps should use the right channel — be it email, phone, or social — and adjust the tone, content, and length of their pitch accordingly.

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How to write a sales pitch


Crafting a winning sales pitch takes preparation, personalization, and a focus on the buyer’s needs. Follow these six strategies to create a pitch that connects with your audience and drives results:

1

Identify the buyer’s challenges

Start by researching the buyer’s company, role, and industry to uncover their key challenges. Use tools like your CRM, LinkedIn, and company reports to gather valuable insights.

2

Highlight how your solution helps

Show how your product solves the buyer’s problems. Use data and specific benefits to tie your solution directly to their needs.

3

Incorporate customer stories

Stories resonate with buyers. Share a case study or example of someone like them who achieved success with your product. This adds social proof to your pitch.

4

Ask open-ended questions

Learn about the buyer’s priorities by asking thoughtful questions and actively listening. Tailor your pitch to what matters most to them.

5

Go beyond the product

75% of executives prefer vendors who help shape their vision. Offer advice or recommendations that extend beyond your solution to build trust and position yourself as a partner. Top-performing reps only “pitch” their offer 7% of the time.

6

End with actionable next steps

Clearly outline what happens next, whether it’s sending a follow-up email or scheduling another meeting. Following through quickly builds credibility.

Need a hand drafting your next winning sales pitch? We’d love to help you (and for free, too). Access our Buyer Engagement Toolkit today for a sample sales pitch template to base your pitch on, as well as a pre-meeting checklist and some follow-up email samples.

The dos and don't of creating a good sales pitch

FAQs (Common questions about sales pitches)

What is the purpose of a sales pitch?

A sales pitch persuades prospective customers of the value and benefits of your product or service. A strong pitch builds trust, highlights how your solution addresses their challenges, and motivates the buyer to take the next step in the sales process.

How long should a sales pitch be?

A sales pitch should be as concise as possible while still delivering your key message. An elevator pitch, for example, is typically 30–60 seconds long, while a full pitch may last a few minutes or longer, depending on the audience and format. The key is to keep your pitch engaging and tailored to the buyer’s attention span.

What’s the difference between an elevator pitch and a full sales pitch?

An elevator pitch is a brief, high-level introduction to your product or service, designed to quickly capture interest — like a teaser. A full sales pitch, on the other hand, is more comprehensive and includes details about the buyer’s pain points, how your solution addresses them, and clear next steps to move the deal forward.

Craft the perfect sales pitch with Seismic  

Creating a winning sales pitch starts with the right tools and support. The Seismic Enablement Cloud™ equips sales teams with everything they need to deliver engaging, tailored pitches that drive results.

  • Streamline your sales content and pitch decks: Easily access, customize, and share personalized sales materials and decks with Seismic’s powerful sales content management software.
  • Develop pitch-perfect skills: Build confidence with Seismic’s learning and coaching solutions, designed to help reps practice, refine, and perfect their delivery across channels.
  • Accelerate pitch creation: Seismic for PowerPoint makes pitchbook automation faster than ever. The integration automatically populates relevant, on-point material that perfectly speaks to your buyer’s needs.

Whether you’re preparing your first pitch or refining your team’s approach, Seismic ensures you’re always ready to make an impact. Interested in learning how Seismic could help your sales team excel? Get a free demo.