In a world where attention is a rare commodity, the ability to present your offer in a clear, concise, and compelling manner is a key skill. Whether on the phone, in a video call, or at an event, you rarely have more than a minute to convince your audience to listen to you further.
This one-minute pitch, often called an "elevator pitch," is not just a summary of your business: it is a strategic hook that should pique curiosity, demonstrate your value, and encourage discussion. It should speak to your target audience, addressing their challenges in your own words and within their context.
Here's how to build a highly effective sales pitch, even when time is tight.
Understanding the objectives of a short pitch
A good 60-second pitch isn't meant to say everything. It should:
- Capture attention from the very first seconds
- Clarify what concrete value you bring to the table
- Connect with the prospect's challenges
- Make people want to find out more
It is a tool for opening doors, not for conversion. The goal is not to sell, but to get a follow-up: an appointment, a question, interest. It acts like a trailer, not a full movie. It should pique curiosity, spark something, make people think, "Hey, that's interesting."
The 5 pillars of a successful pitch
1. An impactful hook
Start strong. Attention is captured within the first 5 seconds. You can:
- Ask a thought-provoking question
- Provide a striking statistic
- Express shared frustration
Example:
Did you know that 80% of prospecting emails are never read? We make sure yours reach their destination.
The goal: to break away from the ordinary, create tension, and pose a concrete problem.
2. Identifying your target audience
An effective pitch does not speak to everyone: it targets a specific person. Identify your audience so that they immediately recognize themselves:
"We work with marketing and sales teams in fast-growing tech SMEs."
Your objective here is twofold: to filter (you don't sell to everyone) and to enable your conversation partner to quickly envision themselves in the situation.
3. Statement of the customer problem
Your pitch is not about you, but about the problem you are solving. This problem must be:
- Concrete
- Recognized by your target audience
- Urgent enough to warrant attention
Example:
"Many teams waste time on tools that don't communicate with each other, or on poorly qualified lead lists."
Once you have stated the problem, you have captured some of the audience's attention—because you have touched on a sensitive issue.
4. Your solution (simple and concrete)
Your promise must appear as a direct response to the problem. It must be:
- Claire
- Free of jargon
- Transformation-oriented
Example:
"We implement a turnkey multi-channel prospecting solution, using AI, tools such as Lemlist and Pipedrive, and a customized enriched database."
The idea is not to go into detail about everything, but to quickly convey what you are changing in the prospect's life.
5. An opening
End with a sentence that encourages discussion:
- A meeting proposal
- A question
- An anecdote or customer example
Example:
"If this sounds familiar, I can show you how we helped [client] double their appointment rate in 3 months."
It's not about selling right away, but about creating the conditions for the next step.
Common mistakes to avoid
- Talking too much about yourself: avoid monologues focused on your career or your technologies.
- Use jargon: speak like your prospect, not like a product engineer
- A vague or overly generic message: aim for precision, not dilution
- Wanting to say everything: keep some mystery, focus on one message
- End without asking for feedback: always give a logical follow-up to your pitch.
Examples of effective pitches
Example 1: Prospecting agency
"Today, many B2B founders know they need to prospect, but don't know where to start. At Scal-IA, we build AI-powered prospecting machines for them: targeting, copywriting, sequences, tools... everything is managed. If you want to stop relying on word of mouth, let's talk."
Why does it work?
- Specific target (B2B founders)
- Problem identified (don't know where to start)
- Clear solution (AI-driven prospecting machine)
- Soft opening ("we can talk about it")
Example 2: HR SaaS software
"We help HR departments automate the onboarding process for new hires. Our clients save an average of six hours per onboarding, and employees stay longer. If you've recently hired someone, you'll know what we mean."
Why does it work?
- Specific problem (time-consuming onboarding process)
- Measurable benefit (6 hours saved)
- Human angle (retention)
- Immediate login ("if you have recently recruited...")
In summary
A good 60-second pitch is based on three fundamental qualities: clarity, relevance, and impact. It must address a real problem, target a specific audience, and offer a concrete solution.
To build your own:
- Clarify your promise: what transformation are you offering?
- Speak the language of your prospects: avoid jargon, use everyday language
- Work on your opening and closing lines: start strong, finish with a bang.
- Practice, test, adjust: an effective pitch is built over time.
In real life, you won't always have 30 minutes. But 60 well-thought-out seconds can be enough to set everything in motion. A good, well-targeted first impression can open all doors.
