Revenue operations Guide

How to build a good sales pitch?

Published , Updated 5 mn
Profile picture for Hugo Lebras

Hugo Lebras

Expert Growth B2B

Hugo is head of growth at Octolis, a new generation CDP. With solid experience on all B2B growth drivers, Hugo regularly shares best practices and hot takes on Salesdorado

How do you convince the person in front of you that what you offer is better than your competitors? How do you build an effective sales pitch? What arguments should you put forward? How can you build a relationship of trust with your interlocutor? In this article, we will present you with the necessary steps to build a good sales pitch.

Sales pitch: definition

A sales pitch is a presentation and development of arguments that should take into account 3 things: the Features, Advantages, and Benefits (CAB) of the product or service you want to sell.

How to build a sales pitch?

To start building an effective sales pitch, there are two main methods:

The CAB method

  • The C for Characteristics. Here you only need to list all the features of your product/service.
  • The A for Benefits. Your characteristics can be turned into benefits. List them!
  • The B for Benefits. Your list of advantages can be turned into a list of benefits. Present it to your prospect so that they can project themselves.
  • This method can also be expanded with Proof. At the end of your sales pitch, offer your prospect the opportunity to verify your claims for themselves. There is nothing better than a life-size test.

If you combine an effective sales pitch with some of the best business practices, you’ll be sure to make a splash!

The CAP SONCAS method

The CAP SONCAS sales pitch is two methods in one. The SONCAS sales technique relies on your prospect’s psychological strengths to make a better sale. Does he have a spending or safety profile? Do they like novelty? Is price a determining factor in their choice? And so on. Once you have identified their habits and motivations, all you have to do is develop your sales pitch according to their profile.

Then, in order to increase the persuasive effect on your prospect, you can switch to the CAP method. The CAP method is similar to the CAB method we described earlier, with one exception. Benefits are replaced by Evidence.

These two methods combined are therefore very effective. Start with the SONCAS to determine the buyer’s profile and find the argument that will strike a chord with them. Finish the job with the CAP method, which will help you to convince and persuade your prospect. Be careful, however: it is important to regularly develop your sales process.

6 steps to building a good sales pitch

1. Reframe the pain expressed by your prospect in the discovery phase

This is the first stage of your sales pitch. Here, you only mention the “pain”, the problem your prospect is facing, while reminding them factually why they and you are here today.

For example: “Your salespeople are not meeting their targets. You think it’s a problem with the quality of your prospecting data because your salespeople spend half their time or more re-sorting your prospecting files to find a contact? Today you source them here and there at a cost of 40 cents per lead, and you contacted us on 12 December to see if we could do better. You would like to start a trial in January.”

The problem is clearly stated, as is the date of contact and the prospect’s desire to start a trial.

2. Formalise the need expressed by your prospect

At this second stage, the objective is to reformulate and formalise the prospect’s need.

For example: “You need to find a solution to get quality leads, with verified phone numbers. You need at least 100 leads per week and you can’t exceed 50 cents per lead.”

3. Recall the objective of the sales meeting

Here, you will need to restate the reason why both parties are there and summarise what, if anything, has changed since your last exchange.

For example: “We had a conversation a few days ago about your need to find a solution to get qualified leads. Since our last call, I am pleased to present you with our lead generation solution that is perfectly suited to your needs. Let me take a few minutes to explain how this tool will generate leads for you at a lower cost.”

4. Unfold your arguments

Here, you mirror the reformulation of the need, point by point, by explaining why your solution makes it possible to meet this need. For each point, systematically follow the Claim, Reason why, Reason to believe framework.

  • To begin with, you should present the problem and the solution, your own(Claim). For example: “Brittle hair? Thanks to XXX shampoos, restore your hair’s strength and vitality.”
  • Then, you provide concrete figures to argue that your solution is the best(Reason Why). For example: “The XTRRUZ molecule identified by our researchers after 20 years of work reactivates the XYZ proteins in hair.”
  • Finally, you support your statements with one or more concrete examples(Reason to Believe). For example: “98% of customers surveyed find their hair more beautiful.”

5. Systematically validate each point

If you run your sales pitch like a robot, you can be almost certain to flop. The right thing to do is to make sure that the person you’re talking to agrees with every point you make. To do this, don’t hesitate to include the following questions throughout your sales pitch:

  • Is this right for you?
  • Can we move on to the next item?
  • Do you agree with this?

If you see that your prospect is not responding in the affirmative, try to address their pain point immediately. In the end, if you get each of your arguments validated, it will then be very difficult for your prospect to refuse your offer.

6. Summarise in 2 minutes the 3 key arguments

Now you have reached the end of your sales pitch. Do not neglect this part, it is just as important as the introduction. To begin with, it is advisable to restate, point by point, the exchanges you have just had.

Finally, summarise your key arguments in a few words. This will give your prospect time to think and, why not, to start a negotiation phase. When summarising your sales pitch, keep this approach in mind:

  • Don’t bore your prospect with arguments out of nowhere,
  • Get to the point,
  • Create envy and don’t give away all your arguments,
  • Emphasise the points of pain expressed by your interlocutor.

Finally, and before unfolding your entire sales pitch, you will be in the prospecting phase. To succeed in this crucial stage, here are some examples of cold calling scripts that will be very useful.


About the author

Profile picture for Hugo Lebras

Hugo Lebras

Hugo is head of growth at Octolis, a new generation CDP. With solid experience on all B2B growth drivers, Hugo regularly shares best practices and hot takes on Salesdorado