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You definitely need an effective B2B sales pitch to succeed

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We have all experienced a poor presentation at some point in our lives. Nothing was more frustrating than listening to a presentation and hoping it would end soon, whether it was a boring college lecture or a bad B2B sales pitch.

What could possibly be worse than that, however? Being on the receiving end of things as a B2B sales person and continually confronted with rejection.

When you’ve worked diligently on a B2B sales presentation, the last thing you want to hear is, “unfortunately, I’m going to need some additional time to think about this.” It never gets easy hearing this again and over again.

Unfortunately, if your B2B sales pitch has an excessive amount of text, poor quality material, lacks pictures, and lacks distinctive differentiators, you will likely not sell as much as you would like. Keep in mind that the best sales pitch is the one most easily understood by the customer.

The importance of a B2B sales pitch

Almost across the board, all B2B sales team members have been instructed repeatedly to sell the value of their goods and services, not their features, which is one of the most critical components of any effectively delivered B2B sales pitch.

This is because when you refer to something as “value,” “benefits,” or “outcomes,” the message to the buyer is clear: Inform the prospective consumer of the reasons they require the offering, but not all of the capabilities of the product and services.

A survey on perfect sales pitch examples advises the following outline

  • What problem are you attempting to resolve?
  • How significant is the issue(s)?
  • Why should a business be concerned with the issue you resolve?
  • Who does your business serve?
  • What successes or outcomes did you achieve?


This can be considered a good outline for developing a persuasive sales pitch for your B2B customers. In accordance with the consultative sales process, considering the prospect’s pain points and issues should be the first step in any sales process.

Now, the danger with the advice to solve the prospect’s primary problem by focusing on value is that it is easy to overdo it, which means that many sales representatives can quickly find themselves with a technical language, generic pitch. This leaves prospective customers unable to connect or, worse, makes the sales pitch sound like a poorly constructed promise that makes the prospect skeptical.

This occurs because salespeople become so focused on elevating the issue and selling the solution that they forget to describe the offering or how it can benefit their customers.

Indeed, business research on sales pitch examples discovered that far too many B2B company presentations exclude this important information, obstructing the sales process, particularly when selling complicated products or services.

effective sales pitch boosts revenue and growth

How to create a successful B2B sales pitch

Selling to other companies is a difficult task. Fortunately, with an effective B2B sales presentation, you can immediately begin making compelling sales presentations and completing more transactions. If you’re looking to build an effective sales pitch for your B2B company, here’s how.

1. Understand your potential customer’s needs.

Understanding your target audience is the first step in developing a successful sales pitch. If you overlook this, your entire pitch will fail. According to research, just 35% of buyers feel salespeople understand their business issues and how to resolve them. Bear in mind that the purchasers must come first.

Before you begin developing your sales presentation, you must first establish who and how. Who are you proposing to, and how are you going to address the problem their company is now facing? When you have a complete understanding of your target customer, you can more effectively customize your marketing message to the target market.

Therefore, when you are designing your sales pitch structure, determine who you are presenting to and ask yourself the following questions:

  • What are their primary sources of distress?
  • Which consumers do they serve?
  • What solutions or products are they utilizing at the moment?


Once you’ve determined who you’re going to help, decide how you’re going to help them, like the best sales reps do.

2. Emphasize key points

One of the secrets to a successful sales presentation is to avoid overcrowding your slides with content. Each slide should have an appropriate balance of text and pictures.

Additionally, ensure that the presentation’s colors, typefaces, and visual components are consistent with your identity.

The following are the slides that a good sales pitch example should include:

Overview of the B2B sales pitch

Begin your presentation by outlining the major points to be covered throughout the meeting. By providing a clear agenda to the prospective consumer, you may ease them into your B2B sales pitch.


The introduction part should include a brief history of the company and who we are sections. It’s critical to begin your sales presentation by informing the audience about your business. You cannot simply dive into goods and services without first informing people about your past, who you are, and what you stand for.

Recognize the issue

Every sales pitch should include a section dedicated to addressing a customer’s pain issue. If you’re familiar with your ideal customer (which you should be if you’re in B2B sales), you’re already familiar with their pain issues and requirements.

You’re aware of why they could require your products or solutions. Take advantage of this. Identify an issue, utilize data to lead your assertions, and use this as a springboard for your value offer. As you know, your primary goals are finding new customers and closing more sales deals.

What makes you unique?

Prior to delving into products or services, you should include a ‘why us?’ slide. While you may provide a solution to a customer’s problem, why should they want to work with you? What distinguishes you? What added value can you provide? This slide might assist a consumer in comprehending why they should choose you over a rival.

Products (goods and services)

Any B2B sales pitch must have between one and three slides describing products or services. Obviously, the entire goal is to sell your offering, and you’ll want to emphasize this above everything else.

Clearly describe your product or service offering, but keep it brief and succinct. Instead of clogging presentations with text, you should utilize bullet points and include images whenever feasible.

The team

If you’re offering a service rather than a product, including a meet the team slide is an excellent sales pitch technique. Demonstrating to a customer the team they will work with if they choose to join with you enables them to envision themselves as your partner.

If you’re offering a service, describe the implementation or onboarding process in detail to the customer. It’s unlikely that things will go from 0 to 100 in the blink of an eye. Typically, there is a business process in place for bringing on new customers. Inform them of how this will appear, their price options, what they can expect, and any additional steps they will need to take.

Conclusion and recommendations

Keep it brief and succinct, and rapidly summarize essential topics in the final few minutes of your sales presentation. Your final slide should clearly identify the next actions and serve as a segue into the partnership’s next phase.

Whether this is a second meeting, a phone call, or a follow-up email summarizing the pitch, ensure you have a strategy for the next step. Additionally, ensure that you have addressed any queries prior to concluding any sales pitch.

3. Demonstrate case studies and customer data to establish credibility

Two methods to boost your sales presentation are to use case studies and compelling data. Even a consumer who has decided to meet with you will have reservations. This is why you must establish credibility and demonstrate to the consumer why you can be trusted.

Case study examples

Case studies demonstrate to prospective consumers your success with other firms that are comparable to theirs. By narrating a narrative, you may assist a prospective consumer in visualizing themselves utilizing your products or services. This establishes a deep relationship and provides customers an additional motivation to purchase.

Customer data

While it has been demonstrated that people remember tales more than statistics, this does not negate the importance of data. Consider the data to be supplementary. A strong statistic has the ability to shock or surprise a potential consumer.

For instance, if you’re a construction contractor pitching to a company and one of the first slides includes a statistic saying that your professional service may save thousands of dollars, you’ve already captured the customer’s attention. This provides the consumer with an incentive to cooperate with you.

Credibility and trust are critical components of B2B selling. You can create credibility with the help of an effective sales presentation.

4. Don’t memorize your B2B sales pitch, just practice

Once you’re satisfied with your sales pitch, it’s critical to practice it. This does not imply that you should memorize each slide word by word, but rather that you should present your pitch naturally.

Instead of utilizing slides as a script, use them to direct your thoughts and phrases. Preparation is vital for a successful B2B sales presentation, but this does not imply memorizing.

Ascertain that you are acquainted with the topic and gain confidence to the point where you believe you can deliver the presentation without glancing at the slides. This results in a more natural B2B sales pitch and a more engaged interaction with the prospect.

A fantastic approach to enhancing your pitching ability is to re-watch yourself delivering a pitch and make notes on how you may have done better. If you’re presenting a virtual B2B sales pitch, record it and use it as training material.

COVID-19 has fundamentally altered B2B lead generation; the majority of sales professionals are now required to provide virtual sales pitches. Thus, this is an excellent moment to record your presentations and work on improving them.

5. Establish mutual interaction

If you are the only person speaking throughout your B2B sales pitch, you will rapidly tire and lose your audience’s attention. By asking questions and allowing your audience to speak, you may engage them. Not only will asking questions keep your audience on their feet, but it will also benefit you as a B2B sales representative.

The best sales pitch strategies depend on accurate intelligence. The more information you have about the consumer, the more effectively you can adapt your pitch to their specific demands. Additionally, it will improve the effectiveness of your follow-ups because asking questions enables you to have a better understanding of your customer’s company.

Therefore, avoid reading your presentation like a robot and instead engage the consumer and initiate discussion throughout the sales pitch.

6. Define next steps and adhere to them

Even if you’ve delivered a wonderful elevator sales pitch about your company and its products or solutions, your work is far from over. After informing the consumer, it is important to describe the client’s next steps.

The purpose of a business-to-business sales presentation is to persuade an interested customer to acquire your product or service. If they are unsure about how to make a purchase, you are unlikely to sell to them.

Make it very clear what the next steps are; what activities are required. How will your collaboration begin? What outcomes may they anticipate? Additionally, if a customer is not yet ready to buy, make follow-up phone calls (warm sales calls) or visit them.

Final words on the B2B sales pitch

As you see, you need to conduct some preliminary research about the prospective customers to prepare an effective sales pitch.

Only if you have committed time to research and backed it up with facts, will the presentation be considered a good sales pitch example. As a result, never walk into a situation unprepared and always empower yourself with facts and numbers.

Additionally, these sales pitch examples all promote the offer as a means to “assist” the prospect. These types of B2B sales pitches do not extol the virtues of your product or your specs. No, the customer is always of top priority.

Thus, your B2B sales pitch should present your intimate concern for your customer and the fact that their time is more valuable than… well, yours.