When you have worked hard on crafting a B2B sales pitch, the last thing you'd want is a prospect that is not ready to take the next steps with you. There are many reasons why your sales pitch might fail such as—lack of personalization, no value proposition, or social proof.
To gain your prospect's attention, you need to apply effective strategies to create and deliver a great B2B sales pitch. You can apply this in different ways.
In this article, we'll share some of the best tips you can use to craft a perfect B2B sales pitch that will help you in closing more deals. We'll also highlight some sales pitch examples to inspire you as you create your own.
Before we begin, let's explain what a B2B sales pitch is.
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What is a sales pitch?
A sales pitch is a sales presentation where a salesperson explains the process of a business to help the prospect take the next steps in their buying journey. The sales pitch can be delivered via phone call, email, social media, or live presentation in front of an audience.
The goal of a B2B sales pitch is to show prospects that you have a solution for their business problems. Today, no salesperson has the luxury to spend long hours on a sales pitch. An effective sales pitch should be delivered in less than one or two minutes.
Even more, a good salesperson should be able to deliver a sales pitch clearly and compellingly. This increases the chances of prospective buyers considering your product or service.
Great tips to craft the perfect B2B sales pitch
1. Personalize the sales pitch
A great B2B sales pitch is tailored to a specific person. It begins with in-depth research on the prospect—learning about their needs, pain points, and goals.
With this information, a salesperson will be at a greater advantage to send a personalized message that will gain the prospect's attention.
Even more, the prospect will see that you have taken the time to learn about them and will be appreciative. Edward Jones shows a great example of applying personalization to their sales pitch. The company focuses on a personal pitch that is completely based on the buyer's needs. It shows that you can write a personalized sales pitch that resonates with your audience while highlighting your value proposition.
Note that you should figure out the prospect's challenges and how it links to your product offering. As a result, each sales pitch is tailored to address a particular prospect's problem.
2. Include a value proposition
What value will you provide for your prospective customers or their companies? You must ensure that your B2B Sales pitch is centered on your value proposition.
You can apply this by linking product benefits to features. Customers are more interested in what your product can do to improve their businesses. They want to know what they can gain from using your product such as—increasing revenue, boosting productivity, reducing churn, etc.
To make this clear to your target audience, you need to put yourself in your prospect's shoes and come up with the reasons why they would consider your brand.
Here's an example of highlighting a value proposition in a sales pitch:
3. Make it short
A long sales pitch might not be effective for keeping your prospects engaged. You need to consider your customers' time and schedule. Besides, not all customers have the patience to engage with a sales pitch that will take them forever to consume.
So, you need to keep your sales pitch short and straight to the point. Try not to deviate from the main idea you're trying to communicate. This way, your prospects will spend less time engaging with your sales pitch. Here's an example of a short sales pitch that's straight to the point.
4. Make it clear
This tip is related to the previous tip. While you focus on creating a short sales pitch, you also need to ensure that it is clear. Avoid talking about anything that's completely irrelevant to the message you're sending.
If you're pitching a product, you need to highlight how its features will solve a customer's pain points.
You also need to paint a clear picture of how your customer's business will improve if they make a purchase. This B2B sales pitch shows a good example of applying brevity in your sales emails.
5 . Present the problem
Another way you can craft a great sales pitch is by explaining the problem your customers are facing. Focus on why your target audience needs your product and how you can help them.
Start by conveying a challenge they consistently face—if you're pitching a task management software, you can explain how hard it is for businesses to manage tasks and workflows. This will gain your customer's attention and will entice them to connect with your message.
For example, the Xactly sales pitch focuses on the problem that its target audience has. The main goal is to address your prospects' problems and show how your product will solve their problems.
6. Tell a story
Your B2B sales pitch should contain an engaging story. The use of storytelling enables prospects to see themselves a step closer to their business goals.
The story should portray your prospect as the main hero going from one point to another. The story should also give your audience a clear idea of what their buying journey will look like in the future.
You can decide to use a story based on a customer testimonial or case study. For instance, you can curate some of your best customer testimonials that you can share with prospective customers after a sales pitch, just like DocSend:
The story should focus on how a company or customer successfully uses your product or service.
7. Build an emotional connection
Understanding your customers is crucial to crafting a great B2B sales pitch. When you understand your customers, you can revolve your sales pitch around your customer experiences and connect with them on an emotional level.
This example below shows that the salesperson did in-depth research on the prospect before pitching. This resulted in a personalized message that can trigger the right emotion.
Apart from that, building an emotional connection can spark sympathy, which can entice your customers to buy your product or service.
8. Show what your product or service can do
While it's important to highlight benefits, you also need to show your audience the most unique features of your product.
Try to create a "wow" moment by demonstrating what your customers can achieve with your product's most unique features. You can apply this by giving a demo of your product in your sales pitch so that customers can get a better idea of what your message is about.
9. Back up with facts
While buyers like to evaluate product benefits, they also need social proof to validate their claims. Here's an example of supporting product benefits with data.
When you include statistics, customer testimonials, and case studies that support the emotional appeal, you'd be proving to be a credible source of information. This can make prospects feel more confident in their buying decisions and make them more likely to buy from your brand.
10. Apply FOMO in your sales pitch
Fear of missing out (FOMO) is a powerful tactic that can trigger a sense of urgency. You don't want your audience to connect with your sales pitch and then take a long time to make a decision.
You need to make them take action right away by applying FOMO to your sales pitch.
For instance, you can include a discount offer with a limited timeframe, a gift, or you can offer a free plan for a particular period. This can entice prospective customers to consider your sales pitch and take action immediately.
If you want to craft an effective sales pitch, you need to develop a great strategy that will power your pitch. Use the tips mentioned above to guide you as you build a great strategy for crafting your B2B sales pitch.
It's important to note that your sales pitch should be optimized for a short conversation. Avoid talking too much about your business for more than two minutes, or else you risk losing your prospect's attention.
Also, personalize your pitch so that your prospects will relate to your message and engage further with it. Finally, back up your claims with real customer testimonials, case studies, and statistics that will prove that your statements are accurate.
With Engage, you can send pre-built email sequences to your customers and prospects.