61% of sellers say that selling is harder than it was five years ago, according to a recent article from Sales Hacker. Specifically, SalesFuel found that generating new business is more difficult for 30% of sellers. Likely, a variety of factors, from evolving buyer behaviors to shifts in sales processes, are heaping challenges on salespeople. More than ever, sales pitches can help reps catch the attention of prospects—and keep that attention. Writing for SalesHacker, Lisa Matthews highlights seven winning pitches that salespeople should consider adopting. She breaks down why each pitch is a winner and provides examples of each.

What is a sales pitch?

First, Matthews clarifies the definition of a traditional sales pitch:

“A well-​crafted, then packaged sales presentation. Typically, a salesperson gets less than two minutes to explain how their business will benefit the prospect.”

Sales pitches can make the difference between engaging in more dialogue with a prospect or being shut down. With only a little time available to capture and keep prospects’ interest, salespeople need to make their case effectively and efficiently. With Matthews’ tips, reps can do this. Below are just a few highlights from her article.

Reference past conversations

This tactic can be a great way to snap prospects to attention because you are referencing a past interaction you’ve had with them. And it can be particularly useful if the prospect doesn’t quite recall your previous encounter. This can instantly re-​establish rapport and keep the dialogue going. Refer to the past conversation and bring up any points you discussed. This will demonstrate your genuine interest in them and their business. If you haven’t previously met, reference a specific aspect about the prospect, such as a recent post they shared on LinkedIn.

Begin with a question

Want a sales pitch that invites the prospect to engage? Consider adding a question at the beginning. “A successful sales pitch begins a dialogue. Rather than starting with an opening line that’s all about you, try posing a question,” Matthews suggests. You’ll show your interest in the prospect and encourage them to kick start the conversation. Plus, you can boost your credibility by asking a question that showcases your knowledge of their business and industry.

Keep it short

Salespeople have about seven seconds to capture a prospect’s attention. Rather than trying to cram in as much information as possible into your sales pitch, hold back. “You don’t need to tell your prospect everything you can do for them all in your first pitch,” she explains. “In fact, a perfect sales pitch should leave the prospect wanting more.” If you’ve done your pre-​call research, you should already be caught up on possible pain points, industry challenges and other relevant insights. With this information, highlighting vital points in one or two sentences shouldn’t be a problem.

Be conversational

It can be tempting to act formal during a sales pitch but letting yourself be conversational can actually work more in your favor. You’ll put the prospect at ease, as well as come across as more genuine. A comfortable, easy pitch is also more enjoyable than a stiff monologue. Also, as SalesFuel, advised in a past article, avoid industry-​heavy jargon. Keep things conversational, clear and concise.

Keep evolving

Matthews’ tips, along with past SalesFuel posts, can help you craft winning sales pitches. And you don’t have to stop there. Sales pitches can constantly evolve as you learn more about prospects and update your processes.  As Matthews points out, “The first few minutes of a business conversation determine the direction your interactions will take.” Make sure you leverage those first few moments for future success.