If you’re trying to grow your business and you already have your marketing dialed in, one of the biggest hurdles you’re going to run into is being able to effectively pitch your product or services.
Which is also one area where most people get hung up.
Where they stop at creating slides or perfecting a few talking points, there’s so much more that goes into a great sales pitch.
In this guide, we’re going to break down 6 of the most powerful sales pitch strategies you can use in 2024 to make sure you’re closing more of the people you pitch — and generating more revenue.
By the time you’re done reading, you’ll know how to turn that boring slide presentation into a pitch that works over and over again.
Let’s break down the first strategy.
Using a Problem-Insight-Solution Framework
To make your pitch as effective as possible, you can use a strategy called a “problem-insight-solution” framework.
As the name implies, your pitch should flow between 3 states.
The first is the problem that you’re addressing and why it matters or how it shows up in the lives of the people you’re talking to.
The second is the insight you’ve gained around the upside and downside of potential solutions.
The third is what the real solution should look like – where your solution is positioned as the vehicle that will help solve the problem they’re facing.
To give you a quick and dirty example, take a look at this simple pitch:
“Here’s what’s happening in a broad sense. Maybe you’ve felt that before. Maybe you don’t have time to research the problem the way we have. Here’s what we’ve found so far.”
By showing them you understand the problem and how it shows up for them, you’re working to build trust and capture their attention.
It gives them a chance to think about the problem in a new way.
Now, taking this one step further, check out this pitch example that moves through each stage of the problem-insight-solution framework:
“In the hustle of office life, stress and burnout are driving down productivity. And, while many solutions exist, very few are as easily accessible and as effective as daily meditation.
That’s why we’ve designed a meditation app specifically for busy professionals that caters to achievable goals and realistic routines. It offers quick, guided sessions that can be done anywhere, anytime, giving you increased focus and relieving stress.
These sessions help increase productivity by giving your team an overall sense of well-being.
Imagine them taking just a few minutes each day to reset and rejuvenate. This daily practice leads to a more relaxed, focused, and productive workforce.
Let’s explore how our app can become part of your team’s daily routine, contributing to a healthier, more balanced work environment.”
To effectively use this strategy, though, you need to understand the problem better than your audience understands it.
When you get this right, they’ll trust what you’re saying and see that you have the solution.
To see what this looks like in action, take a look at these examples:
The ad above is incredibly simple.
It presents the problem — “we now live in a subscription economy”.
Then it dives deeper, providing statistics and insights into why that statement may be true:
By using the hashtag “#shifthappens”, Zuora is planting the seed that people are shifting away from subscriptions, leading to them being able to provide a new solution to the problem.
Here’s another example that uses the problem-insight-solution framework:
The ad from Yesware above introduces the problem.
Then, it uses graphics to demonstrate how much time is being wasted.
This simple presentation will have readers wondering what the solution is, which opens the door for Yesware to present its service as the solution to the problem.
Here’s another example of the framework from LinkedIn:
In this ad, LinkedIn is focusing on how the sales process is changing and how it now involves more people before a decision is made.
They also touch on how that problem is minimized when a referral comes through their warm network.
Since LinkedIn is built around establishing and developing your warm network, it immediately presents its platform as the solution to the problem.
To make this framework effective in your pitch, don’t just focus on the features you offer.
Instead, focus on the benefits.
What do each of those features mean to your audience? Why should they matter to them?
The benefits in your offer is what will help sell it to your audience.
So instead of saying “our app has an integrated calendar” use phrasing like “our integrated calendar ensures you never miss deadlines and can plan your workload more efficiently.”
Help people see how the features you offer will actually benefit them if you want the “solution” part of the “problem-insight-solution” framework to work in your pitch.
Use Visuals to Show Data & Key Points
When you’re trying to get your pitch across, you don’t want to only rely on the spoken or written word.
Instead, you want to use visual aids to help make your point and share data from your insight.
Making complex information easier to understand will make it more engaging, which is particularly useful in a sales pitch where capturing and maintaining the audience’s attention is crucial.
Take a look at the example from above:
If you were trying to make these points in a spoken presentation, chances are that your audience’s eyes will be glazing over before you’re done talking about the numbers.
In visual form, though, it’s easier to digest.
Now, when it comes to translating your insights and data into visual format, there are a few things you want to keep in mind.
Start by extracting the main ideas. Read the text carefully and extract the most important points.
Highlight those points in your visuals while keeping it as easy-to-digest as possible.
After, prioritize the information by deciding what’s essential, what can be omitted, and what can be summarized.
Then, you’ll want to use the right type of visual.
To assist with getting that right, check out this chart:
| Type of Visual | Purpose | Examples |
|---|---|---|
| Data Display | To present numbers or data. | Graphs, Bar charts, Pie charts, Infographics |
| Process or Flow | To outline processes or sequences. | Flowcharts, Diagrams |
| Comparison | To compare different elements. | Side-by-side tables, Venn diagrams, Before-and-after snapshots |
| Concept Illustration | To convey conceptual ideas. | Symbolic images, Illustrations |
| Anatomy or Physical Layout | To show the arrangement of components or the layout of a space. | Blueprints, Maps, Exploded views |
Differentiate from Alternatives
When it comes time to start pitching your offer you’ll want to clearly articulate why customers should choose your offer over others.
This involves understanding who your competition is, what they currently offer, and how your offer provides unique value.
To do this, you want to compare your features, your pricing model, your support, and any other aspect of your offer that may outperform what your competition is offering.
Then, go down the list of features and ask yourself “so what?”.
So what is it about this feature that matters to our audience — or should matter to our audience?
Why should they care about it?
The answer to each of those “so what?” questions are the value and benefits that you provide.
It’s value that your competition can’t deliver because they don’t have the capabilities that underpin what makes yours so important.
To give you an example:
| Feature/Function/Capability | So What? (Value Proposition) | Unique Selling Point (USP) |
|---|---|---|
| Example: Advanced AI | Efficient and accurate data analysis, reducing manual workload. | Our AI is trained on a unique dataset, providing insights competitors can’t. |
| Example: Pricing Model | Cost-effective solution, maximizing ROI. | Tailored pricing structure that adapts to business size and needs. |
| Example: Customer Support | 24/7 support ensuring minimal wait time or downtime. | Personalized support with dedicated account managers for each client. |
Then, to see what it looks like in action, check out this example from Uber:
You can see that Uber has laid out each of the features they provide that gives them an edge over their competition.
Then, each feature is backed up with the “so what?” test — showcasing why that feature should matter to people considering Uber over other alternative options.
Give Options for Next Steps
Once you’ve made your pitch, you want people to know what they can do next.
You don’t just want to tell them what to do, though.
Instead, you want to show them what’s in it for them when they take the action that you’re asking them to take.
Start by asking yourself what you want them to do next.
It could just be asking for a sale with a statement along the lines of “Hey, based on what we’ve talked about here, is that something you may be interested in?.
Or, it could be a statement like “We’re going to do a project. Who wants to be involved?”
The first example directly asks for the sale while the second example gauges interest.
To start defining your call to action and what those next steps may be, think about what people need to do in order to take you up on the offer you’ve made them.
Then, make sure that the signup process is as simple as possible to avoid overwhelming them.
Giving people too many options will cause them to be indecisive while limiting their options to one, or even two ways to move forward will make it easier for them to decide which path is right for them.
After you’ve defined what those options are, you can start formulating your closing statement.
Use the chart below for examples to help get you started:
| Closing Phrase | Explanation and Usage |
|---|---|
| “Given the benefits we’ve discussed, shall we proceed with the order so you can start enjoying them as soon as possible?” | Effectiveness: This phrase reiterates the benefits, creating a sense of excitement about receiving them. Usage: Use it when the client seems convinced of the benefits but needs a nudge to take action. |
| “It looks like our solution aligns well with your goals. Would starting next week work for you?” | Effectiveness: Assumes a positive response and suggests immediate action, which can reduce delays. Usage: Ideal when the client appears ready but hasn’t committed to a timeline. |
| “Can we finalize this today so you can take advantage of the current promotion/discount?” | Effectiveness: Introduces urgency by highlighting a time-sensitive offer. Usage: Useful when there’s an actual promotion or discount to leverage. |
| “Would you like me to go over anything again, or are we ready to move forward?” | Effectiveness: Offers a chance to clarify doubts while steering towards closing. Usage: Use when you sense hesitation that might be due to misunderstandings or the need for reassurance. |
| “I can have the contract sent to you by end of day today. Does that work for you?” | Effectiveness: Direct and assumes closing, focusing on immediate next steps. Usage: Effective when the client seems agreeable but hasn’t explicitly said ‘yes’. |
| “To meet your project timeline, we should get started by [date]. Should I pencil us in?” | Effectiveness: Creates a sense of urgency based on the client’s own timeline. Usage: Use when the client has a clear deadline or timeline. |
| “If you’re ready, I can walk you through the sign-up process right now.” | Effectiveness: Offers immediate assistance, making it easier for the client to commit. Usage: Useful for clients who are interested but might be overwhelmed by the process. |
| “I’m confident that this is the right solution for you. How do you feel about taking the next step?” | Effectiveness: Expresses confidence and seeks the client’s agreement, making it a collaborative decision. Usage: Best when the rapport is strong and the client values your opinion. |
| “Let’s schedule a follow-up meeting to finalize everything. Does [specific date and time] work for you?” | Effectiveness: Moves the conversation forward with a specific action. Usage: Ideal when further discussion or decision-makers are needed. |
| “Would you prefer the standard package or the premium one? I can prepare the paperwork accordingly.” | Effectiveness: Offers options within the decision to proceed, bypassing the yes/no choice. Usage: Use when the client is likely to buy but undecided on the specifics. |
When you’re asking for the sale, make sure you’re not just asking them to take action but that you’re also letting them know what’s in it for them when they do.
Address Customer Indecision
Then you’ll want to address their indecision and any potential objections that may have come up.
In this case, you want to avoid what most people do in their pitches.
Typically, when someone senses that a prospect isn’t able to make a decision, they’ll use a high-pressure tactic like FOMO (fear of missing out) to apply even more stress and pressure on them.
What this creates is a situation where the prospect is completely unable to decide and will back out.
Rather than make that mistake, empower your prospects to make a decision.
Even if that decision isn’t moving forward with your offer.
To do this, you can paint a picture of the market, teaching them how to make an informed decision.
Bring their objections to the surface and have a head-on conversation about them, rather than applying pressure or hoping the objections magically go away.
Then, if needed, you can use something like risk reversal or make your offer even better to help make their decision even easier.
For instance, you can offer a money-back guarantee.
Or you can offer extra support. Or help calculate their ROI on their decision.
You can provide social proof from people similar to them.
And, when all else fails, simply asking them “What would you need to see in order to move forward today?” is a great way to figure out what their real objection is.
If you’re able to address that objection, address it.
And, if you can’t, don’t be afraid to help them decide that your offer isn’t for them.
Many times, this “takeaway” close where you actually back away from trying to close the deal will help alleviate any objections they may be having.
Equip the Champion of the Deal
In every deal you do, there’s going to be one key decision-maker.
For B2B, this could be your main contact or it could be someone that person reports to.
In order for you to get the deal done, you’ll need to know who this decision maker is — typically before you start making your pitch.
You can ask early on, “Let’s say you like what you hear today and want to move forward. Will there be anyone else involved in the decision-making process?”
If there’s someone else involved in making a decision who isn’t available for your presentation and pitch, you can either wait until they are available or arm someone else with the information needed to help make the decision.
In the sales world, this is called a “one-legger pitch”.
While not ideal, they can still work as long as you’re equipping the champion of the deal with everything they need to decide whether or not they want to move forward.
You can provide them with supporting materials, such as case studies, whitepapers, technical documentation, ROI calculators, testimonial videos, and other marketing materials that will give them enough information to determine whether or not the offer makes sense for them.
You can also train them with product demos, walkthroughs, or advanced Q&A sessions.
When you’re running a “one legger”, you can also engage in role-playing exercises with the people you’re talking to in order to help simulate what the conversation with the decision-maker may look like.
By guiding them in how to deliver the information you’ve given them to the decision maker you’re helping them learn how to respond effectively, especially if the offer is in their own best interests.
Then, you’ll need to maintain regular communication with them to ensure the decision maker is armed with everything they need to take you up on the offer you’ve made them.
With each of these strategies, though, you’ll be able to make your pitch as effective as possible and drive more revenue into your business.