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ARTICLES - SALES PITCH

17 tried and tested sales pitch tips from the SalesHookup community​

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Dominic Yates
CMO at SalesHookup
March 10, 2024

Table of Contents

No matter how great your product or service is, it won’t sell itself. Mastering the art of the sales pitch can make the difference between landing your dream clients or watching opportunities slip away.

This article reveals the most effective sales pitch tips used by top-performing B2B sales reps from our sales community, SalesHookup. You’ll learn how to craft compelling pitches, handle objections smoothly, establish trust and credibility, and tailor your message to each prospect’s unique needs. With these proven techniques, you can begin winning more deals and reaching your sales goals.

KEY TAKEAWAYS

  • Mastering the art of the sales pitch is crucial for modern sales professionals aiming to differentiate themselves and drive business growth. Crafting compelling narratives that resonate emotionally and logically with the audience, addressing pain points, and clearly communicating unique value propositions are essential strategies.
  • Understanding the nuances between a sales pitch and a presentation is fundamental. A sales pitch is concise and verbally focused, while a presentation dives deeper into features and benefits using visual aids. Tailoring your approach for different contexts—like elevator pitches, email communications, or formal presentations—enhances engagement and effectiveness.
  • Insights from the SalesHookup community underscore the importance of preparation, authenticity, and storytelling in crafting effective pitches. Personalizing messages to match the specific needs and challenges of the audience builds trust and credibility, increasing conversion rates.
  • Advanced techniques for improving sales pitches include studying successful examples, consistent practice, and soliciting feedback for continuous enhancement. Analyzing performance metrics and adjusting strategies based on customer feedback ensures pitches remain relevant and impactful.

Why the sales pitch is still so important

In an age overflowing with content and advertising messaging, the sales pitch remains a vital tool to:

  • Capture Attention: Breaking through the noise to engage your audience relies on concise, intriguing messaging. An impactful sales pitch piques interest quickly by speaking to the customer’s key pain points.
  • Communicate Value: Your pitch must highlight your unique value proposition. Why should the customer buy from you rather than alternatives? What specific benefits will they gain? Making a compelling narrative out of your competitive differentiators is key.
  • Build Trust: Demonstrating authority, competence, and integrity is essential for credibility. Customers buy from people and companies they relate to and trust. An authentic sales pitch establishes faith in your abilities.
  • Maximise Opportunities: Every sales interaction represents a chance to convert leads into paying customers. An enticing pitch sparks action by providing clear reasons to buy now rather than later. Propelling the customer journey forward is the pitch’s ultimate purpose.

What makes a good sales pitch?

A good sales pitch is a delicate balance of art and science. It’s not just about presenting your product or service in the best possible light; it’s about creating a genuine connection with your potential customers and demonstrating how you can solve their unique challenges. In this section, we’ll explore two critical elements of a winning sales pitch: engagement with the product or service and clarity and conciseness.

When you master these aspects, you’ll be able to capture your audience’s attention, communicate your value proposition effectively, and leave a lasting impression that sets you apart from the competition. So, let’s dive in and discover what it takes to craft a sales pitch that not only informs but also inspires action.

Engagement with Product or Service

More than anything, an impactful sales pitch sparks meaningful engagement with your product or service. It’s not only about telling your customer the features and specifications you offer. Truly connect on an emotional level why your solution uniquely solves their struggle. Fill a need they already recognise in a way nothing else can.

For example, rather than simply stating your software integration saves XYZ hours, ask questions to uncover their current workflow frustrations. Then tell a story about how your platform alleviates actual pain points they are experiencing.

Clarity and Conciseness

Customers appreciate clear, concise messaging, so don’t waffle. Have you ever been in a sales demo and the rep is pitching their heart out and all you can think about is what you’re having for lunch?


Pitches that take too long to get to the point lose engagement. Be selective in highlighting only the most compelling capabilities. Lead with your strongest value proposition before elaborating on any additional details. Summarise key takeaways and next steps clearly as well. Remove any potential confusion surrounding the offering, pricing, or buying process.

Sales pitch vs sales presentation: what’s the difference?

The terms “sales pitch” and “sales presentation” are sometimes used interchangeably. However, important distinctions exist:

Sales pitchSales presentation
ShortLonger
Verbal-focused appealMore visual storytelling format
Elevator pitch is a classic exampleSlide decks are typical
Summarises the value proposition and key selling points in a compact, engaging storyAllows you to explore benefits, features, and proofs in greater depth
Used to gain interestUsed to close a deal

Effective sales cycles typically incorporate both, using the pitch to gain interest, which leads to a broader presentation. The pitch then recurs to reinforce the main messages and close the deal.

Types of sales pitches from elevator to email
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17 tried and tested sales pitch tips from the SalesHookup community

Below are actual sales pitch tips given by our SalesHookup members. Our members have a range of sales titles and experiences and are located across the world. 

The common theme among these sales pitch tips is prioritising the customer’s needs and concerns. Strategies include thorough preparation and research, active listening, authenticity, storytelling, and building trust. Adopting a customer-centric approach, such as dropping traditional pitches and genuinely caring about the prospect’s success, is emphasized. Overall, the focus is on creating meaningful connections and conveying the value proposition effectively to drive engagement and generate lasting impact

1. Preparation, research, and discovery

Stefan Eyram – Chief Results Officer at EauZone Advisors

“If you want game-changing improvement in your sales pitches, it all starts with PREPARATION. And to be prepared, you need to do proper RESEARCH & DISCOVERY (R&D).

Gone are the days of “show up and throw up” – although it still happens every day. So are the days of quantity over quality – “If I can’t get results and hit my numbers I just need to make more calls, send more emails, have more meetings, and deliver more proposals.”

The best and most efficient sellers out there are those that do the R&D so they are prepared.

And they focus on the prospect or customer, not themselves. They don’t just know their product or solution – and have memorised all the “scripts” and “pitches” – they know the prospect’s or customer’s business and business pain or opportunity. They also know how what they are selling will help their prospect and what value they might generate. Finally, they know how these people buy – their buying process is more important than your sales process because the focus is on them.

When I truly learned these things – and put them into practice every day – I became a better seller and customer partner, I did much better against quotas, and I made more money.”

From my perspective, effective sales strategies begin with thorough preparation. As Stefan mentions, it’s all about diving deep into market research for sales and conducting a detailed customer needs analysis to understand your prospects and their needs.

2. Get your prospect into WhatsApp

Frank Sondors – Co-founder & CEO at Salesforge

“Get your prospect into WhatsApp to unlock a significantly higher conversion rate.”

I think what Frank means is that meeting prospects where they’re most comfortable can significantly improve conversion rates and WhatsApp is a great example. Using WhatsApp can personalize the sales pitch follow-up and enhance client engagement.

Frank Sondors sales pitch tip

3. Stop selling, and start helping your prospects to buy!

Richard Schenzel – Managing Director at Atscale

“Stop selling, and start helping your prospects to buy! Be obsessed with your potential customers! This starts with a crystal clear ICP and a full understanding of the challenges and changes in their world.

Do not pitch your solution before you are 100% clear about their needs, pains, objectives and buying criteria. I see too many sales reps sharing their pitch without knowing what their prospect is looking for. Stop this spray-and-pray methodology and add value to the market.

Stay curious about their world and tailor your pitch. Avoid the feature show and inside-out pitching on WHAT your solution is, tell an inspiring story about WHY it exists and WHY they should care.”

In my view, what Richard is implying is that shifting from a hard-selling approach to focusing on customer needs analysis makes a big difference, with the latter helping them find solutions.

4. The Key Elements of the Perfect Pitch - Pitch, Pace, Power and Pause

Chris James – Founder and Chief Sales Trainer at Train the Sales Trainer (LinkedIn Top Voice)

“There are 4 basic elements of vocal variety – the 4 Ps: Pitch, Pace, Power and Pause. 

Pitch is how high or low your voice is. We all have a natural pitch and many of us keep within a relatively small range of pitch when we speak. However, when you present, you can increase this range to add interest to your voice. Speaking in a higher pitch can show that you are scared of something. By contrast, speaking in a deeper voice can convey a sense of authority.

Pace is how quickly or slowly you speak. When you speak in front of an audience, you need to speak a bit slower than when you’re talking one-on-one. This gives the listeners time to catch up with you and to process what you’re saying. You can slow down through key statements so that the audience focuses more on the point that you’re making. You can also speed up to create a sense of excitement or energy.

Power is how loudly or quietly you speak. You need to project enough so that everyone in the room can hear you, but you can also vary your power throughout your speech. For example, if you speak very loudly, you will demonstrate anger or joy. If you speak quietly, you can demonstrate fear or sadness.

Pause can be used as punctuation in a presentation, with short pauses at the end of each sentence and longer pauses at the end of paragraphs or at transition points. You can also use long or short pauses between words and sentences to create suspense or emphasis.

Combine these four elements to add more variety and colour to your voice. To sound more authoritative, speak slowly and loudly. Sound more animated by speaking quickly and loudly. To demonstrate authenticity, speak slowly and quietly. Speak quickly and quietly to create a sense of anticipation.

BONUS TIP: Read a children’s book, poem or song lyric out loud. Really exaggerate the differences in pitch, pace, power and pause and see how that affects the sound of your voice and have fun! Play around with your voice and you’ll be surprised at how much variation you can bring into it. Colour and variety help you engage your audience. Gone are the days of a monotonous, robotic voice, lulling your listeners to sleep. With a little practice, your audience will soon be hanging on your every word, ensuring that your message is received loud and clear.”

To summarise this sales pitch tip, I think Chris means that mastering your pitch, pace, power, and pause can transform your sales presentations. These elements keep your audience engaged and convey authority and authenticity.

5. Be a source, not a pitch.

Yuri van der Sluis – CEO of SalesHookup

In my view, what Yuri means is being a valuable source of information rather than just pitching your product can build trust and credibility with prospects.

6. Use the power of love to pitch.

Warunee Amornmongkolthong – Channel Sales Manager at Cartrack Asia Pacific

“Use the power of love to pitch.

  1. Love yourself (self-esteem)
    When you are totally confident from within, the customer can feel and start trusting you as a professional person. Use affirmation, dress up and move to build confidence before going to pitch. Visualize success and what you will do while pitching.
  2. Love what you sell (product/company)
    There is a sense of purpose or fixing some problem when people create a company/product. If you can find what you love in what you sell, you are willing to share it proudly. Make lists of what you love about the product (unique points) and go through the vision of the company so you have no hesitation to present it.
  3. Love your customers (Obsessed with them)
    Find what you love in a customer and say it to admire them.
    When you love a customer, you care and you are willing to listen, ask to understand their challenges or desires and help them find the best solution as what you already have (product/service).

Use these 3 powers of love to connect You with the Product, with Your Customer, together* to make a successful pitch.”

I think here Warunee is expressing how genuine passion and care in your sales pitch delivery can resonate strongly with customers. Love yourself, your product, and your customers to create meaningful connections.

7. Listen attentively

Nay Mendes – Business Development Manager at Zipcode

“Listen attentively to the client´s concerns, encourage them to express their needs, and create solutions tailored to address their issues.”

8. Be authentic and try to stand out, make it about the customer

Philip Olesch – Senior Sales Unit Building Consultant at Sales Cloud GmbH

I agree with Philip on this point. Authenticity and a customer-centric approach can make your pitch memorable and effective, enhancing sales pitch personalization.

9. Focus on building a genuine relationship with your prospect

Meghana Bhate – Strategy Consultant at Growthhobbyiest

“People are more likely to buy from people they trust and feel connected to. Building trust, establishing credibility, and being adaptable can contribute to a successful pitch.”

10. Create an impact

Maria Ardasheva – Insurance Underwriter (Expatriate) at Liberty Seguros España

“Love and care about the product/idea you are selling. Respect the client/investor. Be direct, focused and highlight your product. Create an impact and don’t forget about the synthesis in your pitch.”

11. Drop the pitch

Michael Owen McGinty – Strategic Account Specialist at REMU Oy

“Dropping the pitch was a game-changer. I never pitch any more, not even when someone asks to hear my pitch.”

I’m so for this sales pitch tip from Michael. Sometimes the best approach is to not pitch at all. Instead, engage in meaningful conversations, a subtle form of sales pitch storytelling.

12. Genuinely care about their success

“You have to genuinely care about their success. There’s no room for ego and you have to know to keep the right distance from your client or prospect!”

Maria Hatzigeorgiadou – Senior Program Manager at TD SYNNEX

13. Align your solution to your audience's problem

Adam Shaw – CEO at Marketing for Founders

“Niche down and align your solution to your audience’s problem. Nobody cares about the tech or the team, they care about their own problems.”

14. Ask for a specific amount of minutes to talk

Gregg Paris – Business Development Manager at Cantey Tech Consulting

“My #1 strategy is to ask for a specific amount of minutes to talk (I like 5) then ask a discovery question, maybe 2, and provide enough in the response that they are engaged. Close with, “I believe I can help, but I asked for 5 minutes, so how about we set up another time to discuss in more detail?””

Being specific about the time you need for your pitch shows respect and keeps the prospect engaged as the worst thing for them is the unknown e.g. they’re thinking “How long is this meeting going to last?”

15. Stay away from vendor jargon

Mark Phinick – Enterprise SaaS Deal Coach & CEO at Let’s Make it Rain (LinkedIn Top Voice)

“Have conversations that matter. Stay away from vendor jargon and focus on how you’ll help your client improve their business.”

Stop selling the features and functions with vocabulary no one understands and start focusing on what your clients really want, as Mark puts it, “ways to improve their business.”

16. Know your prospect as well as possible before the meeting

Phillip Wyness – Business Development Manager at Insightee

“Know your prospect as well as possible before the meeting, with the proper research done so you can ask the best possible questions when you come into the meeting. Come into the meeting with a prospect with the mindset that’s it all about them and not you at all. Make sure to ask them the right questions to see what their problems are and to guide them to potentially discover what issues they may not be aware of that your product or service can ultimately solve.”

To take Phillip’s sales pitch tip a step further, I recommend listening to Alex Hormozi’s podcast about preparation. He gives examples of the preparation that highly successful people undertake to be the best at their craft. E.g. top YouTubers spend 3-4 weeks straight of 12-hour days to produce 1 video per month.

It make you realise how much work it actually takes, thus resetting your brain to prepare yourself for the preparation required to be the best at what you do.

Something tactical that you can take away from this is a good preparation ratio that Alex explains. He gives a 4:1 ratio. So if you have a 60-minute meeting, you should prepare for 15 minutes. If it’s an 8-hour day for something, then spend 2 hours preparing.

17. Swap your 'car salesman' mentality to a doctor's mentality

Tim Yakubson – Founder @ B2B Boosted

“Pitching is the wrong word to use going into any sales demo. Swap your ‘Car salesman’ mentality to a doctor’s mentality.

Rather than shamelessly plugging product features, follow these 3 steps:

  1. LIST THE SYMPTOMS that your leads normally face. Scan for the symptoms on the call. (e.g. “Typically, VPs of operations are fed up with manually filling in Google sheets whilst managing multiple projects. Sounds familiar?”).
  2. DIAGNOSE THE LEAD WITH THE PROBLEM (e.g. “Sounds like you are wasting 12+ hours a week on Excel, losing sanity and time, not to mention that there’s not one common storage space for all this info.”).
  3. PRESCRIBE THE SOLUTION. Soft sell-back based on the discovered pain points (e.g. “Open to hearing how we helped the head of ops at ABC Ltd save 30+ hours and save $300 using our software?”)”

I believe this last tip by Tim is an advanced form of customer needs analysis, approaching sales like a doctor diagnosing a patient ensures you understand and address the client’s real issues.

Advanced Sales Pitch Techniques

Beyond core best practices, next-level skills separate good pitchmakers from truly masterful persuaders. Let’s uncover advanced strategies for engaging audiences powerfully.

How to improve your sales pitching skills

Study Successful Sales Pitches

Deconstruct what makes leading company pitches so effective by analysing their messaging strategies, formats, imagery, etc. Identify strengths you can adopt or adapt. For example, copy Steve Jobs’ renowned ability to simplify complex ideas into easily digestible concepts.

PRO TIP (from a SalesHookup member): Carolina Bräuninger says in this snippet taken from a SalesHookup interview that whenever she wants to improve her sales game, she listens to the other top performers’ calls in her company to learn from them. Try it out.

Practice and Rehearse

Even widely respected public speakers still rehearse constantly. Recite your pitch aloud until delivery feels polished yet conversational. Pitch to yourself in the mirror or your laptop camera. Refine phrasing, cadence, and transitions. Become so comfortable with your content that maintaining eye contact and gauging reactions comes naturally.

Refine your sales pitch

Perfect your pitch in 30 minutes with peers on SalesHookup

Seek Feedback

Record practice runs then review what works or needs adjustment. Ask colleagues to observe as well. They know what you sell, so they can provide constructive feedback. Lastly, pitch your peers. Peers simulate a real-life pitch for fresh perspectives and insights. Be proactive in asking for their perspective as this will help you expand self-awareness and emotional intelligence, guiding improvements.

Through my encounters, pitching peers played in my favour and it will do for you too. I was once matched on a networking platform with a waste manager, two completely different professions. He was not familiar with my product or service, but this played into my favour as it helped me simplify and refine my pitch to try and make it more accessible to a wider audience. 

I don’t just talk the talk, I also walk the walk. The image below shows me practicing my pitch with other professionals at Lanzadera, a startup accelerator where our startup SalesHookup was based in 2023. 

practice your sales pitch

Stay Updated with Industry Trends

Customers’ needs evolve as markets change. Ensure messaging stays relevant by continually researching target customer challenges, competitor approaches, industry innovations and more that may impact messaging resonance. Refresh pitches regularly to reflect the current climate.


With the right combination of hard work and resilience in adopting new skills, anyone can master a sales pitch. Reviewing recordings and past deal performance provides measurable benchmarks to track progress. Commit to steady skills development and you’ll become a better salesperson over time. Consistency is key.

FAQs

What are the most important elements of an effective sales pitch?

An effective sales pitch should clearly communicate your value proposition, demonstrate an understanding of customer needs, establish credibility, motivate action, and include a memorable hook and call to action.

How do you grab attention in the first 30 seconds of a pitch?​

Strategies to grab attention include leading with an intriguing question, startling statistic, customer success story, or analogy relating to their business before addressing pain points.

What techniques help you connect emotionally with prospects?​

Storytelling, visualization, conversationally relatable language, and conveying genuine interest in their needs helps form meaningful emotional connections during sales pitches.

Why should you keep sales pitches concise and direct?​

Being concise, direct, and non-generic avoids overwhelming customers with excessive information unrelated to their core interests and needs. Customers appreciate brevity and relevance.

What should you avoid when crafting a pitch?​

Avoid vague claims, generic messaging, complex language, solely touting product features, failing to address concerns, and lack of clear call to action steps.

How do you effectively handle objections during a pitch?​

Effectively handle objections with patience, empathy, active listening, uncovering root issues through probing questions before providing tailored, data-backed responses to alleviate concerns.

What resources help improve sales pitch skills?​

Resources include analysing other effective pitches, books on persuasion, attending workshops and sales training, getting feedback, and continually practice refining approaches.

Why tailor your pitch to the specific customer?​

Personalizing content based on research of that customer’s demographics, triggers, goals and priorities demonstrates sincere interest in their needs for greater relevance and engagement.

What metrics indicate sales pitch success?​

Track metrics like leads generated, Opportunities created, conversion rates over time, and client retention period. Correlate to fine-tune messaging resonating optimally with each customer profile.

How do innovations like AI and predictive analytics improve pitches?​

Innovations help process signals by identifying ideal targeting insights, timing, projected deal value, and customer journey stage to enable highly personalized, relevant outreach.

About the Author

Picture of Dominic Yates

Dominic Yates

Dominic Yates is a seasoned professional with nearly 10 years of first-hand experience in B2B sales and B2B marketing. He is currently CMO for SalesHookup - a sales networking platform for sales professionals. They use it to network, share sales pitch tips with each other, as well as practice their pitches, and get feedback.

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