Published26. Aug. 2019

Maximize Your Minutes: Communication Skills For An Effective Sales Pitch

Time is the most precious commodity for sales and solution providers. We help you maximize the minutes you have in our 1-to-1 meetings with communication skills that you can use for an effective sales pitch.
People and Culture

As a solution provider, communicating your solution to potential clients is key. But the trouble that most people faced with is: how do you communicate effectively?

Management Events‘ tailored face-to-face meetings give solution providers a 15-minute window to pitch their solutions to key decision-makers. And in that 15-minute window, you need to be able to make an impact with potential clients, which is harder than it sounds.

However, if you can communicate effectively, 15 minutes is more than enough to convince a potential client to invest in your solution. To be able to do that, you need to equip yourself with the necessary communication skills for an effective sales pitch.

1. Preparing The Relevant Data Beforehand

Preparation is key. That’s true for any situation, but doubly so if you’re trying to pitch your solution to a business. Having all the relevant data at the ready allows you to be more effective in convincing your potential client.

Throwing out generalized statements like “Product X can increase productivity while keeping costs down” might work for a B2B article. But when you’re dealing directly with a potential client in a 1-to-1 meeting, you need to present facts that matter.

Referencing industry trend reports (check out our trend reports here!) and proven statistics will go a long way in showing your solution’s relevance to an organization or business, compared to an opinion or a general statement.

2. Non-verbal Communication is Important

Contrary to popular belief, verbal words only constitute 7% of what gets communicated in a conversation. The rest? It’s divided between body language at 55% and the tone of voice at 38%. When you’re meeting a potential client, you need to encourage them to share their problems with you to better understand the solution they need.

Conveying the right body language, you’ll encourage them to talk more about their business and enhance common understanding. Remember, when attending our 1-to-1 meetings, the first impression is crucial as it often makes or breaks your sales pitch.

With the following nonverbal cues, you will enhance the way people perceive you and improve your communication:


A handshake needs to be strong and firm as it reflects your character and the strength of the solution you’re offering. It’s all about pressure with handshakes – too strong means you’re being dominant or ignorant, too weak shows lack of confidence – offering a firm grip that mirrors your prospect’s handshake is key.

Keep your hands in front of you or to the side with fingers locked together to show confidence.


Image 1: This shows I know what I’m talking about


Image 2: The shows I’m confident with what I’m saying

For more examples of nonverbal gestures, check here.


Eye contact is essential for effective communication. Maintain eye contact for at least half of the time and you will create a connection between you and your client. Just avoid doing it too much or too little as it might make you appear awkward or uninterested.

3. Lead The Questions and Conversations

One of the biggest mistakes that you need to avoid is to fill the entirety of a 15-minute meeting by talking continuously. Businesses and organizations coming to our events are looking for a solution. For you to understand what they need, you need to let them do the talking.

What you should be focusing on instead is to lead them into the discussion by asking the right questions and getting the information that you need.

What’s the trick?

Based on the research done by Elizabeth Stokoe, it’s all about phrasing your questions as if it’s already answered.

Here’s an example:

Bad: “If you’re not applying automation, what will happen to your overall productivity?

Good: “Would you say your overall productivity will be impacted if you don’t utilize automation, or … ?

When you bury the key question as a follow-up and leave the sentence hanging, it softens the inquiry and keeps the conversation going.

4. Always Be Ready To Listen

The last communication skill that you need is perhaps the most important skill of all and it requires the least amount of action from you.

That skill? Listening.

You probably realized that all the communication skills mentioned so far do not require you to talk too much. Instead, it’s all about listening to your potential client and understanding their needs.

If you’re not listening to what they are saying, you can’t adapt your sales pitch towards that specific client. And it’s pointless to keep asking questions if you’re not going to listen to the answers!

Of course, you shouldn’t be afraid to start or lead the conversation. Just remember that the focus is to let the client do all the talking. Stick to the 70/30 rule and let them do 70% of the talking.

At the end of the day, these businesses are looking for help. If you appear genuinely interested in helping them, they’ll be genuinely interested to invest in you. Being a great listener is a useful skill. Pair that with the other communication skills listed in this article, you’ll be able to maximize your time efficiently and pitch your solution effectively towards any potential client in our face-to-face meetings!

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