How to pitch your business and handle sales conversations

A simple pitch structure

The same five parts work for 30 seconds at a networking event and for half an hour on a call. You just spend more or less time on each one.

Proof doesn't have to be big. When you're starting out, a result for one client, a relevant qualification or years of experience in the field all count. Only claim what's true. Overstating results can mislead customers and break consumer law, and it rarely survives the first question anyway.

• Problem: what's going wrong for your customer, in their words.
• What you do: how you fix it, in one plain sentence.
• Who it's for: the specific type of person or business you help.
• Proof: why they should believe you, such as a result, experience or a review.
• Ask: the next step you want, such as a call, a trial or an order.

Your 30 second pitch, with an example

Thirty seconds is about 70 to 80 words when spoken at a normal pace. That's enough for the five parts, as long as each one is a single sentence. Say you build websites for local tradespeople. Your version might sound like this:

"Lots of plumbers and electricians get most of their work by word of mouth, but lose jobs because people can't find them online or can't see their reviews. I build simple, fast websites for tradespeople in Bristol that show their work and make it easy to get a quote. My last client started getting enquiries through the site within a few weeks. If you know a tradesperson who's missing out, I'd love an introduction."

Notice it ends with a small, easy ask. Swap in your own problem, area and proof, and make sure every claim is something you can back up.

Ask discovery questions before you pitch

In a sales conversation, the best thing you can do is talk less at the start. Ask questions to understand the person's situation, then tailor what you say to what they've told you. It feels less like a pitch and more like help, because it is.

Take notes and listen for the words they use to describe the problem. When you do explain what you offer, use their words back to them and only mention the parts that matter to them. If what they need isn't what you sell, it's better to find that out in the first ten minutes than after a proposal.

• What made you look into this now?
• How are you handling it at the moment?
• What's not working about that?
• What would a good result look like for you?
• Who else is involved in the decision?
• Is there a budget or timeline you're working to?

How to handle objections without being pushy

Objections are normal. They usually mean someone is interested but has a concern. Your job isn't to win an argument. It's to understand the concern and see if you can genuinely address it.

A simple approach works for most of them. Listen fully without interrupting. Acknowledge it, for example "That's fair." Ask a question to understand what's behind it. Then answer honestly, and if you can't help, say so. Walking away politely from a poor fit protects your reputation.

When they say it's too expensive

Price objections often mean the value isn't clear yet, or the person is comparing you with something different. Ask what they're comparing it to. Then connect your price to the result they told you they want, rather than to your hours or costs.

Avoid jumping straight to a discount. If you need to reduce the cost, reduce the scope instead, for example fewer sessions or a smaller first project. That keeps your rate intact. If you're unsure your price is right in the first place, our guide on how to price your services and the day rate calculator can help.

When they say not now, or they need to think about it

"Not now" is often genuine. Ask when would be a better time and what would need to change. Then put a date in your diary to get back in touch, and do it.

"I need to think about it" sometimes hides a concern they haven't said out loud. It's fine to ask gently: "Of course. Is there anything you're unsure about that I could help with now?" If there isn't, agree a specific next step, such as a short call next Tuesday, rather than leaving it open.

Following up after a sales conversation

Send a short follow-up the same day. Thank them, recap what they told you they need, confirm the price and the next step, and attach anything you promised. This shows you listened and makes it easy for them to say yes or pass it to whoever decides. For example: "Thanks for your time today. You mentioned you're losing quote requests because people can't find you online. As discussed, a five-page site would be £900 and take about three weeks. If you'd like to go ahead, just reply and I'll send a short agreement."

If you don't hear back, follow up once or twice more over the following couple of weeks, then leave it with a friendly note that the door is open. If you're contacting businesses you haven't spoken to before, the ICO's marketing rules apply. Always say who you are, offer a way to opt out, and check the Telephone Preference Service and Corporate Telephone Preference Service before making cold calls.

Practise out loud, not just in your head

A pitch that reads well on paper can sound stiff when you say it. Read it out loud, time it, and cut anything that makes you stumble. Record yourself on your phone and listen back. Then practise with a friend who'll push back with the objections above.

The aim isn't to memorise a script word for word. It's to know the structure so well that you can adapt it to whoever you're talking to. If you'd like to rehearse on your own schedule, Exitnine Pro includes live voice role play for practising sales pitches and tricky conversations, with a partner who can be supportive or challenging. For more on finding people to pitch to, read how to get your first customers.