Keep Your Sales Pitch Short and Sweet

Having trouble getting potential clients to listen to your sales pitch? You may be asking for too much of their time.

If you’re a technology company selling B2B, you should realize that your clients are at least as busy as you are. There’s no way they can find time on their calender to sit through an hour-long pitch, even if they really want to know more about your product. There’s only so many hours of the day, and most of those hours are spent focused on their own clients, not you.

On the other hand, if you ask someone for twenty minutes of their time, they’re more likely to find a window in their schedule. They might even consider your pitch to be a welcome break from the rest of the day, a chance to change gears and think about what you have to offer, rather than what they need to be doing.

A twenty minute pitch (or even 15 minutes) suits today’s shorter attention spans. With only twenty minutes, you know you have to keep it quick and tight, so you’ll focus on the best aspects of your product (for some thoughts on that, read our blog post about Simplifying Your Sales Pitch).

Another benefit of a short pitch is that your client is more likely to remember the key points. In a longer pitch, you run the risk of them only remembering what you say at the end – of course you end your presentation by repeating the key takeaways, but you still risk some minor details being lost in the intervening time.

How would I structure a twenty minute pitch for a technology sales call? Simple! I’d start with a very brief introduction of what my product is. Then I’d give a short demo, possibly tailored to this client’s specific needs. Then I’d leave a few minutes at the end for Q&A, and end with a quick summary of why my product is awesome and will solve all of my client’s problems. Done, and in less time than it takes to watch a sitcom.

Of course, not only does a shorter pitch benefit your clients, but it benefits you. When you’re only dedicating 20 minutes to each pitch instead of an hour, you can fit so many more sales calls into your day, following up more potential leads and bringing your company even more revenue.

What do you think? Would you structure your pitch differently? Do you prefer an even shorter pitch? Let me know in the comments!


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