There will come a time (if it hasn’t already) where you will have to pitch something – an idea, a new business, a product or service. Maybe it’s something you’ve done many times before or maybe it’s something you dread having to do when the moment comes. Whether you’re great at it or it scares you half to death, it’s always great to revisit or have some key tips at the top of mind when you go for the big sales pitch.


Know your audience.

This is important. A great pitch isn’t something you can necessarily write as a one-off and have it work for every single potential client or customer. You must frame your pitch and tailor it to your audience. Research them upfront and when in the room, ask questions to better understand them and their perspective. When you stop making it about you and treat like a conversation instead, your potential client or investor will get more out of it.


Set clear goals.

It might be common sense, but it’s not a great idea to walk into a room cold and pitch an idea off the top of your head. You’ve got to prepare ahead of time and know what you want or where you want to go by the end of your conversation. With clear goals in mind, you’ll be able to lead the client where you want to go regardless of interruptions, pushback, or other disruptions.


Focus on value and benefits.

Your pitch will have the best impact if you focus on value and benefits over features. Again, make it so that you and your product/service are solving an existing problem for your client or customer or fixing a known pain point. This is where it helps to know your audience, your customer, and understand their unique situation. When you listen and get personal – in the sense that you can personalize the pitch to their needs, you’ll be much more effective.


Prepare for pushback.

Part of preparing for a pitch is sometimes expecting the worst. Walkthrough in your mind all the objections, questions, and reactions that could make the pitch go wrong. Then prepare some thoughtful, sincere answers to those questions beforehand. The more you can anticipate the negative reaction, the more cool, calm, and collected you’ll be when it actually happens. Remember, most of the time, it’s more importantly about you and your personality rather than your product.


Use common language.

Know how your potential client or investor speaks. This may be company specific or industry specific due to many businesses and industries having their own core style of communication including unique phrases, acronyms, or other nuances. If you are able to adjust your pitch and communicate in the same way that they do, you’ll be able to build a better connection through your presentation.