Sales Pitch Definition and Meaning
If you’re new to business, then you may have come across the phrase, “Sales pitch”. In this post, I want to break down the sales pitch definition and meaning – especially for those who might not be familiar with what is it (and what makes a good one). The sales pitch is one of the most crucial things you need to get right if you’re in business. If you can’t do a sales pitch, then you won’t get any customers. (If you do, it’ll be a miracle). Are you ready? Let’s dive right in!
Sales Pitch Definition
Over the years, as a business coach, I have found many different sales pitch definitions. Some are good, some not so good. Over 10 years of coaching has taught me that this is the best definition of a sales pitch…
“The Sales Pitch is a clear and simple way for you to tell your ‘why’, ‘how’ and ‘what’.”
— Haroon Rashid, Business Fixer
Let’s break this down into more detail…
Sales Pitches Should Be Clear
I have a mantra, “Clarity is King, Simplicity is Queen.” The first thing we will look at in the sales pitch definition is clarity.
Have you ever heard someone’s sales pitch and then have no clue what they do? Of course you have! We all have! In fact, you may have even done that yourself! (But don’t worry about it. That’s why you’re here).
One of the biggest mistakes people make with their sales pitch is that they are not clear. If a pitch isn’t clear, then you’ll have no chance of making a sale. People can only buy from you if they clearly understand what you do.
Sales Pitch Template
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The Brain Hates The Unclear
Did you know that there’s a part of the brain that hates things that are unclear? It’s true. In fact, our brains have been designed with a mechanism to combat the unclear.
Introducing the ‘Reptilian Brain’.
The Reptilian Brain (or Primal part of the brain) is designed to keep us alive. Its primary function is your survival. If you are walking somewhere and see a rustle in the bushes, you immediately notice it and start to assess the situation. That’s the Reptilian part of the brain kicking in to keep you alive.
Part of your survival comes down to preserving calories. Think about it. We eat to get and store energy in the form of calories. When we burn the calories we need, the rest is stored in case we need it later. That’s survival. But now here’s the amazing part…
Thinking burns calories!
Yep. You read that right. Thinking actually burns calories. The brain allows us to burn calories on a regular basis because we need to think about certain things in order to survive.
However, when we struggle to understand something we need to think harder. Thinking harder burns more calories. The Reptilian Brain doesn’t want you to burn more calories. Therefore it does something amazing to preserve calories.
It sends you off into a daydream.
Studies have shown that we spend anywhere between 25-50% of our days daydreaming. That’s scary!
How to Get Clarity
Back to the sales pitch.
If you are unclear in your sales pitch, then you are causing the other person’s Reptilian Brain to work harder to understand what you do. Then, they will go off into a daydream. This cannot happen.
The big idea in this part of the sales pitch definition is to make it clear. As good old Denzel Washington says in the film, Philadelphia, “Explain it to me like I’m a four year old.” If a four year old child can’t understand what you do, then it’s not clear enough.
Sales Pitches Should Be Simple
Remember my mantra, “Clarity is King, Simplicity is Queen?” Well now we’re going to move onto simplicity.
Sales pitches should be simple. The worst sales pitches are complicated and full of jargon.
Nobody likes jargon or business buzzwords/phrases. (Check out my TikTok series on business buzzwords/phrases that I hate). Jargon turns people off. They’re sick and tired of hearing it. You want to know why? Most of us don’t understand jargon in your industry.
For example, if you’re in digital marketing, not everyone will understand what a CTA is (call to action) or a CTR (click through rate).
Your job in the sales pitch is to make it as simple as possible…
Smart people use simple language.
I love this phrase because it’s so true. When you hear the most successful people speak, they use very simple language. Being understood is more important to them than sounding fancy.
Use simple language.
Sales Pitches Should Start With Your Why
I’m a huge fan of Simon Sinek’s bestselling book, Start With Why. At one point, Sinek’s TedTalk on this subject was the most watched TedTalk of all time. Very impressive.
People don’t buy what you do, they buy why you do it. This powerful way of communicating is the difference-maker between good and great.
Start with why you do what you do. This isn’t “because you want to be the best” or “make millions”. Your why is why you exist (and why anyone should care). Your why should focus on others, not yourself. It’s how you see the world.
By starting with Why, you will activate the limbic system in the brain which is responsible for emotions and behaviour. When done right, the person hearing your pitch will “feel good”.
Once you’ve clearly articulated your why, it’s then time to move onto the how and what. Again, using the tips above, these should be clear and simple. No jargon or fancy words. Keep it simple. Your aim is to make sure that people don’t go off into a daydream because they are finding it hard to understand your pitch.
Conclusion
So there you have it. My sales pitch definition. Remember, clarity is king and simplicity is queen. If you can make your sales pitch clear and simple, you will start to see dramatic results in your business networking and sales meetings. You’ll start to attract the right customers and your sales will be so much easier.
