You’ll hit it out of the park with some sales pitches. You’ll spark curiosity, start conversations and build credibility as a promo pro. Other times, your pitch may fall flat. When you miss the mark, you might sound generic or forgettable. You’ll be just another name in a crowded inbox. Think a successful sales pitch comes down to luck? Not at all. The best sales pitches come down to structure.

Highspot’s Elyse Fox says that while your language and positioning may change depending on your audience, your sales pitches should have 6 main components. When you get these components right, you can set yourself apart with a pitch that isn’t just good, but with one that truly resonates. What goes into the most successful pitches? We share her thoughts in this issue of PromoPro Daily.

  1. Hook. According to Fox, you should start strong with a provocative question, an intriguing fact, a mention of a mutual interest or connection or a straightforward assertion that respects their time. If you’re pitching on social media platforms, your messaging needs to be especially snappy and succinct. She says buyers are often inundated with pitches, so don’t waste their time.

  2. Problem. Your pitch should show that you understand the prospect’s pain points and what they’re up against. Make it specific and relatable. Fox says compelling sales pitches incorporate the prospect’s job to be done — the specific challenge or need they need solved yesterday.

  3. Value proposition. Once you’ve highlighted the problem, Fox says you should explain why your solution is the best answer. Your value proposition should go beyond features. It should be about the outcome your product or service delivers and why it matters to the buyer. According to Fox, the most effective sales pitches weave in brand messaging to ensure sales reps always (and only) speak to their products or services in the ideal manner.

  4. Solutions. Explain how your promo solution solves the problems you identified on your initial cold call or follow-up discovery call. Ideally, Fox says you’ll share these in a sales deck to ensure a fairly short pitch. Your pitch deck should make the buyer think, “That’s exactly what I need.” Fox recommends focusing on ease, efficiency and the positive business transformation you’re offering.

  5. Social proof. What case studies or testimonials can you share? Fox says you should always back up your claims with evidence. Make sure your team knows which assets, like customer testimonials, are best to share with active opportunities.

  6. Clear call-to-action. The most impactful calls to action are short, memorable ones, Fox says. Whether it’s a phone pitch, social sales pitch or email pitch, close with a clear next step, such as suggesting a meeting time or asking for a response, to maintain momentum.

A sales pitch is more than just a presentation. Each pitch is your chance to show prospects you understand them and can deliver meaningful results with your promo solutions. When you lead with a clear hook, pinpoint the problem, and back it up with value, solutions and social proof, you’re not just selling — you’re solving.

Compiled by Audrey Sellers
Source: Elyse Fox is the senior director for enterprise sales at Highspot.