A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)

1. Combat B2B Buyer Indecision

Understand that 40-60% of B2B purchase processes end in no decision, not because the old solution is better, but due to buyers’ inability to confidently make a choice. Frame your sales approach to address this indecision and perceived risk.

2. Pitch Value, Not Features

Move beyond simply showcasing product features in a sales pitch. Instead, focus on storytelling and explaining the value that each feature delivers to the customer.

3. Two-Part Sales Pitch Structure

Divide your sales pitch into two main parts: a “setup” focused on the market and your point of view, and a “follow-through” focused on your differentiated value. This structure helps customers understand your place in the market before delving into your product.

4. Lead with Market Insight

Begin your sales pitch by sharing your unique insight or point of view on the market, framing the problem in a way that resonates with your target customer. This sets the context for your solution.

5. Analyze Alternative Solutions

Present the pros and cons of alternative solutions in the market, including status quo options like shared inboxes or existing help desk software. This helps buyers understand the landscape and where your solution fits.

6. Align on “Perfect World” Solution

Conclude the “setup” phase by collaboratively defining the characteristics of a “perfect world” solution with the customer. This aligns their worldview with yours, setting the stage for your product as the ideal fit.

7. Embed Discovery in Pitch

Use the “setup” phase of your pitch for discovery, engaging in a conversation with the client to understand their current situation and validate your insights. This ensures alignment and qualifies the prospect.

8. Educate Buyers on Market

Guide B2B buyers by providing a clear framework for understanding the market and weighing their options, rather than just presenting your product. This reduces their stress and helps them make confident decisions.

9. Don’t Use FOMO

Refrain from using Fear Of Missing Out (FOMO) tactics when dealing with indecisive buyers, as this increases their stress and paralysis. Instead, focus on providing tools and clarity to help them make a confident decision.

10. Minimize Buyer Risk

Actively work to take risk off the table for indecisive buyers by simplifying their purchase criteria, offering money-back guarantees, or providing robust services and support. This helps them overcome the fear of making a bad choice.

11. Empower Your Champion

Focus your pitch on the “champion” (the person tasked with finding a solution) to get the deal started, then provide them with the necessary information and responses to handle objections from other stakeholders (e.g., IT, finance) within their organization.

12. Cross-Functional Positioning Team

Form a cross-functional team (product, marketing, sales) to collaboratively define your differentiated value and positioning. This ensures a deep understanding of the product and market, leading to a more effective sales pitch.

13. Define Differentiated Value

Clearly define your differentiated value by identifying who you truly compete with (including status quo) and articulating what unique capabilities or features you possess that deliver value no one else can.

14. Provide Proof of Value

After presenting your differentiated value, provide concrete proof, such as customer case studies or independent third-party data, to validate your claims and demonstrate that you can deliver on your promises.

15. Address Silent Objections

Include an optional step in your pitch to address common silent objections (e.g., cost, implementation difficulty, security) that might not have been voiced during the conversation.

16. Conclude with Clear Ask

Conclude your sales pitch with a clear “ask” that defines the immediate next step in your sales process, whether it’s closing the deal, scheduling a follow-up, or involving other stakeholders.

17. Pilot Pitch with Best Reps

Actively involve your best sales reps in building and testing new pitches. Train them thoroughly, have them test with qualified prospects, and iterate based on their feedback to ensure adoption and effectiveness.

18. Peer-Led Sales Training

Once your best sales rep validates a new pitch, leverage them to train and convince the rest of the sales team. Their success and endorsement will drive wider adoption more effectively than marketing alone.

19. Dominate Niche First

For early-stage businesses, focus on dominating a niche within an existing market rather than attempting to create an entirely new category. This “bowling pin strategy” provides an easier path to traction and growth.

20. Be a Market Guide

Adopt a posture of “calm confidence” by honestly acknowledging the strengths of alternative solutions for different customer types. Position your company as a helpful guide, clearly stating who you are and aren’t a good fit for.

21. Iterate and Tune Pitch

After implementing a new pitch, continuously gather feedback and iterate on its content and delivery. Regularly review what works and what doesn’t, making adjustments to optimize its effectiveness.

22. Fast Pitch Implementation

Aim for rapid implementation of new positioning and sales pitches, with the entire process from defining positioning to rolling out the pitch to sales taking as little as two weeks, or typically about a month.

23. Boost Sales with Better Pitch

Recognize that improving your sales pitch can lead to a significant and immediate impact on sales, with some companies doubling the number of deals converting from first calls to opportunities, and even doubling revenue within a couple of quarters.