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Sales Pitch: Definition & Examples

Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

After reading this lesson, you'll know how to give a sales pitch and how to identify when one is being given to you. Learn what it takes to make a sale, as well as seeing one in action.

What Is a Sales Pitch?

Sales pitches are everywhere. Girls Scouts make them when they sell cookies. Vendors at craft fairs offer sales pitches. A sales pitch is a presentation given in order to convince others to purchase a product or service. They really are everywhere! A commercial is a sales pitch presented through a mass media outlet, like television. You might get sales pitches at the mall from people selling massages, makeup, or perfume. They'll ask you if you want a free whiff or free sample. If you like it, then the salesperson continues with their pitch, explaining the virtues of the product in hopes that you'll purchase it.

The sales pitch at a bakery might include a free sample.
sales pitch

How to Give a Sales Pitch

Great sales pitches share several characteristics. First, they present a problem. To capture the attention of your audience, start by presenting a problem that your audience is interested in solving. Next, discuss some of the issues and concerns created by the problem.

After discussing the issues and concerns, your audience is now ready to hear about possible solutions. Your audience should be hurting for a solution as they feel the pain of their problem. Possible solutions can come from any source, not just your company. By offering several solutions--even if they come from a different company--it shows that you are there to help and know your topic. Go into detail about each option and show its pros and cons, highlighting the best or recommended product or service. In this case, it's always your product or service-- but remember, your product or service truly has to deliver on its promises.

Finally, you go for the close and ask for the sale. Once you've established that your product or service is the best, ask your audience for the sale so they can go ahead and solve their problem once and for all.

There is one crucial component that, if left out, will yield poor results even if your sales pitch is awesome. What is it? It's a thorough understanding of your potential customer's problems and needs. Once you truly understand your customer, you can formulate a sales pitch that shows how your product or service can help to solve their problem and fulfill their needs.

A Great Sales Pitch that Gets Results

Mary, who runs a wedding planning company specializing in beach weddings, is giving a sales pitch to a potential customer. Mary begins by introducing a problem: many people don't have the time or connections needed to plan a perfect beach wedding. There are so many factors to consider in order to get everything just right. You need experienced caterers and florists, and the photographer to be available at just the right time. And of course, there are all the decorations that go into the making of the special day. Mary points out some critical issues that could turn that very special wedding day into a disaster. For example, say the chairs are never delivered to the beach. Where will all the guests sit? Is there a plan B?

At this point, the potential client is getting excited about what Mary has to offer. Everything she has described to this point is a very real possibility. Mary now presents possible solutions. She explains that the bride-to-be could call in last-minute replacements, but this would cost her a lot of money. The best solution would be to hire Mary, so she and her company can handle all the details. Mary has connections with many vendors who are experienced with beach weddings, so if one vendor can't make it, then another will. The client won't have to lift a finger, much less notice the difference. And because Mary has relationships with these vendors, the price won't change for the bride-to-be even if last-minute replacements have to be called in.

When Mary is done with her sales pitch and finally moves to make the sale, the client is ready to sign. Mary succeeded by pointing out the problem and possible issues, offering several possible solutions as well as the best solution, and then asking for the sale. She succeeded because she understood her client and offered a service that solves her problems.

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