How to pitch and win new business | sales tips and training

Generating new leads is no mean feat, so when an opportunity arises to pitch and win new business, you need to work particularly smart to ensure your proposal contains the winning formula, but how exactly?

With over 20 years of experience, our expert sales training and techniques can help you to understand and focus on what works and what really doesn’t so you can convert more pitches into successful sales.

Shift your mind-set­­ and start with the right conversations

Successful selling is about building a relationship with your prospective clients and demonstrating how your product or service offers a direct solution to their problem. For a successful sale to happen it’s imperative that you get to know the business you are pitching to, or even better the person you will be talking to.

Instead of thinking about what you want your prospect to know, start by forming a conversation based around their needs. Put yourself in their shoes and decide what problems you can help them solve and what goals you can help them to achieve.

Solve their problems

If you try to better understand their needs, you can tailor conversations to address these and clearly communicate how your business offers a direct solution to their problem.By tackling problems head on, your customers will see that you have taken their needs into account, really understand their business and have found the perfect solution for them.

Ensure you sell value, not price within your pitch. Highlight to customers that the value of your product is much more important than the price, which many sales pitches overly focus on. Value beats price, so it’s essential to emphasise the value of your product. You get there by ensuring the product exceeds customers’ expectations and use guarantees to assure customers they won’t be left in a lurch if a problemdoes develop.

Story Selling!

Any successful sales pitch can benefit from telling the story of your brand and product. Or, if this isn’t relevant, then a success story that you have helped to achieve. When you do this effectively, you will create a stronger connection between you and your buyers, not to mention a more memorable pitch. This connection is often based on the fact that they can relate to your brand on a personal level, giving them even more reason to buy.

Make it short and sweet

Do your research before your meeting! Whether this be a face-to-face pitch, over the phone or via email, the length of your pitch is important. Define your key points prior to the meeting so you retain control of the areas you want to talk about. In a face to face meeting, things may digress a little – this is a conversation after all, but if a pitch is too long, there’s a good chance your buyer will lose interest and fail to listen.

Getting your written pitch to the perfect length is also likely to result in your buyer maintaining an interest right through to the end so try to be strict with your word count to avoid information overload, which will result in your buyers ditching your pitch before they reach the end.


Sounds like a no brainer but to ensure that you create a sense of urgency and commitment to move forward with the sales conversation, you must follow up! Focus on the value and solutions that you can bring to their business and personalise it to the conversations you have previously had. Look for natural opportunities to follow up afterwards; the key is to strike a balance between sending successful follow-up emails and driving your prospect crazy with relentless messages.

According to “Top Performance in Sales Prospectingresearch”, it takes an averageof 8 contacts to get an initial meeting (or other conversion) with one new prospect. But the initial meeting is just the beginning. It takes a lot more to make the sale!

Remember, people are busy and conversations don’t stop at the first attempt of your sales pitch. If you don’t hear back after your first follow up, don’t assume the worst. After all, if at first you don’t succeed, try and try again; there is a good chance of hearing back from your prospect after several follow-up attempts.


The key points to remember are; keep your individual buyer’s needs at the forefront of your mind and ditch the traditional idea of a pitch. Shout about the success that your company’s products or services have brought to previous clients and back this up with facts and statistics to solve real problems that your potential client faces. Work hard to engage your audience and you’re sure to find a winning formula to close your future sales pitches!

If you’re interested in learning more about how to successfully pitch and win new business, take a look at our Sales Series.  We’re running a series of 7 virtual classroom sessions, designed to give you new tools and ideas, and each is only 90 minutes!  Find out more here.

View all of our open training courses here or get in touch to discuss your requirements.

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