Sales Tips

One of the Best Sales Pitches We’ve Ever Seen—and Why It’s So Effective

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Copper

Crafting a sales pitch is tough.

In the little time you’ve got available, you want to explain everything your prospect will need to make an informed decision—without bombarding them with details that could land them on the brink of boredom.

How do you know where to draw the line?

After all, knowing what your competitors are doing means you can stay on-par (or beat them) without losing out on potential sales.

Here’s one of the best sales pitches we’ve ever seen—and why it’s so effective.

The Pitch

The pitch itself comes from G2 Crowd, a popular software review site.

Ready? Here goes:


“G2 Crowd is the user voice platform for people to be able to say what they actually think about software, and not be told by the analysts or people who don’t use it, or the reference from your best customer.”

What makes this one of the best sales pitches out there?

Sales pitches can vary dramatically. Whether you’re focused on building a rapport or using proven sales techniques to influence a sale, no pitch is the same.

But here’s what makes this example one of the best we’ve seen:

1. It’s short and direct.

Sales pitches can be up to a minute in length, but don’t underestimate the power a salesperson has to prevent a normal conversation from turning into boredom.

The average human has an attention span of 12 seconds—you’ll need to make sure your prospect is engaged and entertained to stand any chance at making a sale.

That’s why this elevator pitch is awesome. Valuing its prospect’s time and keeping the sales pitch short and direct, it lasts just 17 seconds.

The salesperson delivering the speech also opens with a strong statement, nailing what G2 Crowd’s product is and who it’s for.

That’s key for any type of business.

2. It replicates customer language.

We also love this sales pitch because it replicates the language that its typical customer would use.

Instead of rolling a ton of jargon through the sales pitch (like “generate” or “game-changer”—proven to be the most-hated office jargon), the salesperson is more focused on relating to the prospect.

Phrases like “say what they think” and “people who actually use the product” use common language that is used in everyday life.

What does that mean? In short: The prospect can relate to the person delivering the pitch. They feel connected, which leads to trust: a well-known factor in buying decisions.

3. It lists pain points of the potential customer.

After opening their pitch, the salesperson doesn’t waste any time with listing their prospect’s pain points: the key dilemmas they’re facing before handing over their cash.

Pain points can vary from business to business. The best way to find yours is to survey your existing customers.

In G2 Crowd’s elevator pitch, the main pain point of their potential customer is finding reliable software reviews that aren’t influenced by other people—as highlighted here:

“G2 Crowd is the user voice platform for people to be able to say what they actually think about software, and not be told by the analysts or people who don’t use it, or the reference from your best customer.

They hear it directly from the user and engage with people who actually use the product.”

Notice how those three points bulk up the majority of their entire pitch?

Demonstrating that you understand (and can solve) a potential customer’s pain point is a great way to boost trust and reliability—something only 13% of consumers admit they experience.

Not being afraid to go the full hog with your pain point knowledge is key if you want to create one of the best sales pitches out there.

4. It explains the prospect’s end goal.

An effective sales pitch also references the prospect’s end goal. In this example, that’s to find trustworthy reviews of the software they’re looking into by other people who actually use it.

This end goal sums up the sales pitch nicely and proves the company delivering it is different from their competitors, which is critical at this point in the sales process.

Plus, conveying this understanding to a prospect helps with relatability. If you’re able to clearly explain that you understand the dilemma they’re struggling with—and the aim they’re trying to achieve—why wouldn’t they trust you to solve it for them?

You’re proving you understand them to a T, after all.

Room for improvement?

Granted, this is one of the best sales pitches we’ve ever seen. But there’s still room for improvement. Nobody’s perfect, right?

Here’s what we’d do to improve this sales pitch and help close deals:

Introduce yourself rather than the company.

Remember how we listed a strong introduction as a crucial part of a sales pitch anatomy? Unfortunately, G2 Crowd seems to have missed the memo.

We’d improve this pitch by introducing the person delivering the speech, rather than diving feet first into the nitty gritty of the product.

Something like “Hey, I’m X from Company X” would help the pitch feel more personal and allow the prospect to further understand who they’re talking to—whether that’s a CEO, founder, or sales rep.

Remember, personal connections have a huge impact on sales. Don’t forget to exploit that when piecing together each section of your pitch.

Don't forget to ask questions.

Questions are also an important part of any pitch. They help you gauge where your prospect is at in the sales process.

Ending the sales pitch with a question like, “Is this something you’d be interested in?” could help the salesperson close more sales by nudging their potential customer down the route of a conversion.

However, G2 Crowd missed the bill on this one.

They ended the sales conversation with an explanation of their customer’s end goal, but now they’ve missed out on the opportunity to engage their prospect with a question.

It's time.

Now that you’re well equipped with inspiration to fuel your own sales pitch, it’s time to get to work.

Use this elevator pitch as the basis for your own, swapping and changing brand-specific elements from each section. Dig deep into the core of your brand to do this. What truly sets you apart from competitors and would make everyone else think, “This is the best sales pitch I’ve ever seen?”