Ultimate Sales Pitch Guide

Introduction / Chapter 8 of 8

The top 9 sales pitch templates + 5 steps to create your own

by Steli Efti, CEO

Last updated November 17, 2020


A good sales pitch template acts as the foundation for a better sales process. With it, you can set a baseline for what works and what doesn’t, lean into your prospects’ major pain points, and create a narrative around your offer that resonates with your audience.

Looking for some free sales pitch templates to base your own pitch on? Or are you wondering how to create your own from scratch?

In this chapter, you’re going to see:

  • The top 8 sales pitch templates to base your next sale on
  • How to build your own sales pitch template
  • Why you need multiple sales pitch templates for different types of sales

The top 9 sales pitch templates to base your next sale on

Using a template, whether you’re selling on the phone, in-person, or by email, gives you a solid place to start your pitch and a clear direction to follow in the conversation.

These 9 free sales pitch templates are the gateway to help you construct your own high-performing sales pitch:

1. Context creator pitch from Close CRM

Resource type: Article
For which type of sale: Phone
Helps your sales game by: Giving prospects the context they need

Our own sales pitch template is based on a real pitch we gave when we first started our on-demand sales company ElasticSales. In just three sentences, this pitch tells prospects who we help, where we are, what we’re looking for, and what we’re offering.

Why this works: By being so specific with your pitch, you tell prospects, “This is for you, and you alone.” Show your prospect why you’re calling THEM within the first sentence of your pitch, and you’ll have their attention for the whole call.

2. Name drop pitch template from Sales Scripter

Resource type: Article
For which type of sale: Phone or in-person
Helps your sales game by: Convincing

This template uses three easy steps to give a persuasive sales pitch over the phone: share a value statement, share a common pain, share a name drop. Using the experiences of previous customers, this pitch template relates the prospect and shows them you understand them.

Why this works: Dropping names is a great way to show real value, especially when you mention a client or customer that's related to this prospect or their particular needs.

3. Sample sales pitch template by Template.net

Resource type: PDF
For which type of sale: Phone or in-person
Helps your sales game by: Setting a baseline

Email sales pitch example that sparks curiosity

If you're looking for a sales pitch template that helps you start with the basics, this PDF is great. Answer specific questions about your customer, market, and product, and then use those answers to craft a personalized sales pitch for your business.

Why this works: Especially for newer salespeople, it’s essential to set a baseline template for a good sales pitch. This helps new sales hires to see what their pitch should include, and allows them to develop and improve their pitch over time.

4. End with a question framework

Resource type: Article
For which type of sale: Email or phone
Helps your sales game by: Building conversation

This sales pitch framework from sales pro Margo Prylypska gives you 6 steps to build a pitch, including an open-ended question at the end to encourage deeper conversation with the prospect.

Why this works: Using this framework, it’s easy to keep your focus on helping the customer and understanding their pain points and view of the situation.

5. The problem-solver sales pitch

Resource type: Article
For which type of sale: Email and LinkedIn
Helps your sales game by: Focusing on helping prospects

Email sales pitch example that sparks curiosity

While this template is originally meant for use on LinkedIn, it can easily be adapted to any online forum, including email. Using the problems that your prospect has discussed online, this pitch is built on a helping mindset and presents a valuable solution to the problem.

Why this works: Using what your prospects post on social media as an intro to the conversations shows that you care and you want to provide value, not just sell them something.

6. Startup Madlibs from Founder Institute

Resource type: Article
For which type of sale: Phone or in-person
Helps your sales game by: Getting to the point fast

Startup Madlibs pitch template from Founder Institute

Fill in the blanks: This option gives you clear direction for a one-sentence pitch that describes your startup and what you offer to customers.

Why this works: Developing, practicing, and honing your one-sentence pitch prepares you for the inevitable question: “So, what does your startup actually do?”

7. HOPPP template from The Balance

Resource type: Article
For which type of sale: Email
Helps your sales game by: Convincing

This template uses an acronym to help guide you through the 5 steps:

  • Headline
  • Offer
  • Proof
  • Persuade
  • P.S.

It’s perfect for a longer, persuasive email (or letter) that aligns with your audience’s needs.

Why this works: Although this is based on a B2C scenario, the same principles can apply to B2B. Write a captivating subject line, present your offer, prove it’s worth their time, persuade them, and add a P.S. for extra emphasis.

8. Sales pitch call template

Resource type: Word Document
For which type of sale: Phone
Helps your sales game by: Being conversational

Depending on who you're selling to, it could make sense to strike up a conversation with your prospect as you start the call. This phone sales pitch template guides you through a cold call sales pitch to schedule a discovery call with the prospect.

Why this works: Reps using this call structure immediately show the prospect that they relate to their pain points by referencing the needs or goals of other customers.

9. LinkedIn sales pitch template from HubSpot

Resource type: Article
For which type of sale: LinkedIn or email
Helps your sales game by: Being conversational

LinkedIn sales pitch template

This pitch has a solid base in common ground on LinkedIn, mentioning a common group and the prospect's comments. Then, it uses a question to continue the conversation. In this case, the idea is to sell the call, so later you can sell your product.

Why this works: By establishing common ground with groups or ideas you share on LinkedIn, your cold email becomes a little warmer.

How to build your own sales pitch template

Ready to get your hands dirty? Build your own sales pitch template with these 5 easy steps:

1. Define the goal of your pitch template

What are you selling?

No, I’m not just talking about your product; I’m talking about the specific goal of this pitch, such as setting up a discovery meeting, getting referred to a decision-maker, getting them to start a free trial, etc.

When you know what the goal of your sales pitch is, you’ll be better prepared to create a template that directs the conversation where you want it to go.

2. Set a measurable metric to help you define success

Once your sales pitch is created, how will you know whether or not it’s working?

Depending on the goal you’ve set, choose a metric that you can measure as you use the template in live sales conversations. For example, you can track meetings booked with prospects who heard this pitch or the number of deals closed-won.

By assigning a measurable metric to each sales pitch template you create, you’ll be able to easily see which pitches are working and which ones aren’t. This will help you refine those pitches to better suit your sales process and customers.

3. Identify patterns in your sales process

To determine what kind of sales pitch you need, you need to first analyze your sales process and the journey your customers take from awareness to purchase

So, where do prospects normally become aware of your offering? At what stage of the sales funnel are they more open to speaking with a sales rep? When you cold call new leads, are they aware of the problem you’re looking to solve? Are they already assessing different solutions, or are they unaware that a solution like yours exists? Are there any trigger events that make them more likely to agree to a meeting?

By mapping the customer journey, you can identify where you as the sales rep enter the pitch.

Customer journey map example

This, in turn, gives you more context around the type of pitch template you should create.

4. List 3 main points to highlight in your pitch

What are the benefits of using your product? What sets you apart from the competition? How does your product perform as it solves the problems of other customers? What real ROI are your customers seeing from your product?

From these ideas, pick 3 main points to include in your pitch template. For example, your pitch might highlight two main benefits of your product, along with a customer story that solidifies the value of those key benefits.

5. Identify the most frequent objections your prospects give

Objections are a part of sales, so objection management should be part of your sales pitch template.

Make a list of the top outbound sales objections you hear on a weekly basis, including things like:

  • “Can you send me the information?”
  • “I don’t have time right now.”
  • “I can’t make a decision right now.”
  • “We’re already working with [competitor].”

(Psst… Not sure how to respond to some of these? Watch this video on how to respond to the “Send me more information” objection:)

Why you need multiple sales pitch templates for different types of sales

Wait, you mean one sales pitch template isn’t enough?

The way you sell to different types of prospects is completely different. Also, the sales method you’re using (phone, email, social media, etc.) will affect the length and tone of your sales pitch.

Here are some different types of sales that should have their own sales pitch templates, plus why the pitch has to vary in each situation:

  • Inbound sales: A new inbound lead is already aware of your product and the solutions you provide, meaning your pitch needs to be benefit-heavy and convincing with appropriate social proof. An inbound sales pitch should also include more questions that dig into the specific needs of this prospect; then your pitch can adapt to their unique situation.
  • Outbound sales: When contacting outbound leads, you need to be more aware of their time. A sales pitch for an outbound lead pushes harder to sell the next step rather than the product itself. Outbound sales also involves a measure of education, helping the prospect identify the problem and become aware of the solution you offer.
  • Cold calling: This type of pitch gets to meat faster and gives prospects a good reason to keep listening within the first few seconds.
  • Social selling: A sales pitch given over social media, such as LinkedIn, should explain quickly why you’ve chosen to reach out to this particular person. Setting common ground is essential in social selling.
  • Follow up pitches: Remember that prospect who told you to follow up next quarter? Your next call to him is a unique sales pitch because the prospect already knows you and your product. The follow-up pitch should build on already-existing rapport and establish clear value and urgency.
  • Profile-based templates: When your sales team has identified ideal customer profiles, it may make sense to create sales pitch templates that adapt to different types of customers. For example, if you have one profile for enterprise customers and another profile for SMBs, you should create separate sales pitch templates for each.

Take what you’ve learned and get selling!

Through this guide, you’ve learned how to create a pitch, build a script and template you can use, and deliver your pitch through different channels. You’ve also learned from live examples of sales pitches over the phone, in-person, and by email.

We’ve packed all the information you could possibly need to create a pitch that resonates with your audience and delivers measurable results.

But that knowledge alone won’t ensure a good pitch.

Now, it’s up to you.

So, take the information in this guide and put it to practical use. If you haven’t already, go through the steps to create your own pitch. Take that pitch, use it in the real world, and track the results. Then, go back and refine your pitch. Polish it until it shines.

What will this do for you?

This practical training in sales pitches will help you become a better salesperson. You’ll not only close more deals or hit quota faster: You’ll advance your sales career and help your business succeed in the long-term.

Are you ready? It’s time to go get ‘em. Download this guide, with a simple step-by-step implementation checklist:


Ultimate Sales Pitch Guide: Table of Contents

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