Learn a simple, repeatable framework for crafting an effective sales pitch that connects, communicates value, and inspires action.

Crafting an effective sales pitch isn’t about being slick or persuasive – it’s about clarity, empathy, and storytelling. In this episode, host Henry Lopez breaks down how small business owners can build a compelling sales pitch using a customer-centered approach inspired in part by Donald Miller’s book Building a StoryBrand.

Henry explains that every great sales pitch starts with understanding your audience (your ideal client or avatar), defining their problem, and showing how your solution helps them win.

“If you confuse, you lose. The clearest communicator always wins.” Donald Miller

You will learn six core elements of every great pitch: Audience, Problem, Solution, Differentiator, Proof, and Call to Action.  Then, Henry walks through a five-step process that will help you craft and use an effective sales pitch for your small business:

1. Set the stage and position yourself as the guide.

2. Ask insightful questions and truly listen.

3. Connect emotionally by activating the client’s pain or aspiration.

4. Present a clear, outcome-focused plan.

5. Invite the client to take action.

Drawing insights from past guests like Andy Paul, Carole Mahoney, and Ryan Dohrn, Henry shows that clarity and empathy consistently outperform clever slogans and aggressive selling.

Whether you’re refining your elevator pitch, rewriting your website copy, or preparing for a formal sales presentation, this episode gives you the structure to tell your business story with confidence and authenticity.

Crafting Your Sales Pitch – FAQ:

Question: How do I craft an effective sales pitch for my small business?
Answer: Start by defining your customer as the hero, clarifying their problem, and positioning your solution as the guide that helps them win. Use clear, empathetic storytelling (rather than persuasion or manipulation) to communicate your value.

Episode Host: Henry Lopez is a serial entrepreneur, small business coach, and the host of The How of Business podcast show – dedicated to helping you start, run, grow and exit your small business.

Resources:

Free Download: Sales Pitch Builder Worksheet

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Sponsor:

This episode of The How of Business podcast is sponsored by The Franchise Guide.

Giuseppe Grammatico is the The Franchise Guide. He provides expert consultation services to help you find the right franchise small business.

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We have received compensation from this sponsor partner. We only accept sponsorships from companies who we believe provide products and services that are valuable for small business owners.