How to Write a Sales Pitch That Gets You Clients (Examples Included)

By Lesley Vos August 9, 2020

Here’s something we can both agree on:

Writing a winning sales pitch today is more challenging than ever.

Indeed, last year only 24% of sales representatives confessed they exceeded quotas, while 61% considered selling harder than it was five years ago.

Small wonder:

With 306 billion emails sent daily to around 4 billion users, — it’s about 75 emails per person — what are the chances for reps to get their pitches opened or, most significantly, responded?

Plus, prospects expect getting highly personalized messages from salespeople, which seems impossible with the rise of automation tools and the number of emails they send every day.

Is there anything we can do with that? How can we join that 20% of top sales reps closing 80% of all sales deals?

Let’s reveal the formula of writing a winning sales pitch that will help us generate more prospects into clients. It will take six steps and 10 minutes of your time.

1) Make sure you understand prospects’ needs

The only way to show people they need your product is to tell how it can solve their problem.

So, never think about selling when you write a pitch. Focus on communicating a solution to a prospect’s problem.

For that, you need to know and understand their needs and pain points.

And that is why the first and foremost element of a winning sales pitch is research: Before writing, make sure to understand your buyer persona.

All customers are different, so your strategy to approach and get them onboard will be different too.

Think about how you can bring value to your prospects.

When pitching a product, you should communicate its benefits for each individual client, so you just can’t copy and paste the same template to send to everyone.

A sales pitch is a two-way conversation, helping you build trust and learn more about prospects.

Only when knowing their needs, you’ll be able to explain the benefits of working with you and buying a product or a service you offer.

Depending on their niche, values, and goals, your sales pitch will differ.

So, before writing a pitch, answer the following questions:

  • Who is the person I’m going to address?
  • What are their company and niche?
  • Who are their clients, and what message do they communicate?
  • What needs can my offer help them satisfy?
  • What do I know about this person that could help me break the ice and personalize my message?

Once you have all this information, you can start writing your sales pitch.

2) Don’t write like a salesperson

It stands to reason that you try to sell something with your pitch, but that’s exactly what most people hate reading in emails.

They get tons of sales emails daily, so they can smell yours coming even before you introduce yourself.

To stand out from the crowd and get prospects interested in your pitch, make sure you don’t copy-paste the same-looking templates and don’t write your email like a salesperson.

Here go the details to consider.

The subject line and opening sentence:

Both serve as a hook to grab a client’s attention and influence an open rate by far.

It’s your chance to engage readers and convince them to keep on reading your message.

Tricks you can use:

  • A question. It’s a direct invitation to open and find the answer inside.
  • Their brand name. Sure enough, they’ll open an email telling about their company. But make sure that such subject lines are relevant to what you will cover in the email body; don’t make them poor clickbaits that do nothing but frustrate recipients.
  • Their name and the profit they’ll get. This one is about a curiosity factor, encouraging prospects to open your email to learn more.


Make your sales pitch sound less cold, therefore winning a prospect’s favor.

Always (!) call a person by name, be friendly yet stay professional, and do your best to avoid too much industry jargon.

Also, please don’t be stuffy. Forget about greetings such as “Dear Mr. Jones” or phrases a la “To whom it may concern.”

If you met a prospect before, remind them about who you are to warm things up.

If it was a colleague who introduced you through email, LinkedIn, or other online connection —that could be an excellent reference point too.

But even if you haven’t met or haven’t been introduced to the prospect before, you still can point out something you have in common.

Let’s say you are the members of the same Facebook or LinkedIn group, you both participated in a roundup, visited the same conference, commented on the same content piece, etc.

3) Add value and social proof

Forget about yourself and your product/service when pitching.

Make sure to answer “What’s in there for me?” question your prospect keeps in mind when reading your email.

A winning sales pitch shares a strong value proposition (or even an unexpected value for prospects) and a proof that you can provide it.

Your proposal shouldn’t highlight your features but the benefits they’ll give to recipients if they become your clients:

  • Talk about the problems you solve. (Ensure they are relevant to your prospects’ needs.)
  • Emphasize the tangibility of your results. (Focus on something that’s not so evident, don’t tell prospects what they already know.)

Besides value, you also need to provide prospects with social proof that you are professional enough to do what you promise and that they can trust you. To be argumentative enough, you can use the following:

  • Share links to testimonials from loyal customers.
  • If you are an independent specialist, you can add the link to your portfolio so that prospects could trust you.
  • Provide data that add credibility to your words.

4) Remember about a call to action

The power of calls to action is hard to overestimate. They answer the “Now what?” question of your prospects, guiding them through further steps, and motivate them to act.

In sales pitches, a call to action is when you finally stop focusing on your prospects’ problems, your value, and proofs; now, you return to your message’s initial goal: What you want them to do.

Please don’t ignore calls to action in your pitches. Some sales representatives don’t ask anything in emails because they are afraid of rejection, or they think they’ve made it clear enough for a prospect to understand what to do. But here’s the problem:

The 90% of prospects won’t buy (or do anything) unless you ask them to do that.

To get them onboard, always end a pitch with an invitation to take action.


  • Ask questions:

Hi Jeff,

It’s Lesley, we met at the CMI conference and discussed how you could improve your task management software.

I’m wondering if you have 10 minutes this week to talk more about your company’s needs?

  • Give a direction on what to do next:
  • Make it easy for your prospects to do what you want: Links or buttons are excellent options to offer.

5) Keep it short and simple

This tip comes in every email outreach and sales pitch guide because it truly matters:

First, your prospects are busy and have no time to read your long monologues. They need short and clear messages, informative and up to a point.

Second, you have only eight seconds to grab their attention. (You’ve heard about a short attention span we all have today, haven’t you?) The best option to make prospects listen to you is to communicate benefits in the first sentence or two of your sales email.

That said, a short sales pitch not only helps you save time but also demonstrates prospects that you value theirs.

Plus, do your best to avoid complicated words, slang, or professional jargon in your email: Prospects will stop listening to your message, trying to figure out what you want to say.

Short paragraphs and sentences are your best friends here.

Speaking of sales pitches in emails, experts suggest making them no longer than 5-6 paragraphs.


When it comes to sales presentations, do your best to create both long and short versions.

A long one will take 35-40 minutes, while a short one needs about five slides to communicate the core message to a prospect.

6) Follow up

According to reports, 70% of email conversations end if a recipient doesn’t respond to the first email.

At the same time, 22% of sales reps get a response to their second email after the first one remained unanswered!

What does it mean?

Don’t hesitate to follow up on your prospects after the initial sales pitch you send.

But how to do that correctly?

  • Send your first follow-up email 2-3 days after the initial sales pitch. Then, wait for a few days for each subsequent email.
  • Don’t be an annoying pest. Three, four maximum, follow-ups will be enough to understand if a prospect is going to respond and work with you. (According to statistics, 80% say no four times before they ultimately agree.)
  • Keep your follow-ups short and precise.
  • Don’t press them too hard. Stay friendly and polite, and keep it personal and easy-going (especially if it’s your second or third follow-up already).

Also, please don’t ignore alternative ways to contact your prospects and let them know you’re waiting for their feedback.

Besides email, you can use LinkedIn as a marketing tool to follow up on your targets.

(Just in case they’ve missed your email or had no opportunity to respond.)

And last but not least:

Don’t push the panic button every time a prospect says no. S**t happens, you know:


In a word

So, here goes the formula of a perfect sales pitch that will bring you clients:

  • Focus on prospects’ pain points and needs. Don’t talk about the features you have but the benefits they’ll get from working with you.
  • Please pay attention to subject lines and opening sentences as they grab attention and influence a recipient’s reaction to your message.
  • Keep your pitch short, friendly, and up to a point.
  • Always add a strong value proposition and social proof to your pitches.
  • End a pitch with a call to action: questions, invitations to next steps, links or buttons to click, etc.
  • Don’t hesitate to follow up if necessary.

And remember:

A sales pitch is not your monologue but a dialogue with your prospects.

It’s a two-way conversation that sets you apart from competitors, builds brand awareness and trust, and allows you to get better connections for both short- and long-term sales perspectives.

I hope you enjoyed my new guide to writing an effective sales pitch.

Now I’d like to hear from you.

Let me know by leaving a comment below right now.

The following two tabs change content below.

Lesley Vos

Lesley Vos is a text author, blogging at Bid 4 Papers and specializing in content creation and self-criticism. In love with words, coffee, and foxes. In the hope of mastering the art of proofreading before she hits "send."

Speak Your Mind