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The sales process · Sales enablement

Somebody asks what you do and four people answer it four different ways.

A sales pitch is the two minutes somebody from your business speaks when a buyer asks what you do. It names who you work for, the problem they recognise, and what is different afterwards. Written down, it stops being four different answers from four people.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A sales coach leads a small workshop with attentive participants

In one paragraph

A sales pitch is the two minutes somebody from your business speaks when a buyer asks what you do. It names who you work for, the problem they recognise, and what is different afterwards. Written down, it stops being four different answers from four people.

It gets asked at an exhibition stall, in a lift, and when a customer's friend wants to know what your company does. The owner gives a version with the founding year in it. The sales engineer answers in product codes, and the person on the phone says we do everything.

A pitch is four moves, spoken: who you work for, what usually goes wrong for them, what you do about it, and what is different afterwards. Two minutes, because that is what a stranger gives you. It is not a deck and not the paragraph from your website read aloud.

It takes what you decided in the value proposition step and puts it in a mouth. Then it becomes the first thing your team practises in meeting roleplay, which is the step after this one. If your answer to who you work for is still everyone, go back rather than forward.

Where this sits

Stage 5 of 10, sales enablement. What the person selling says, sends and answers with, written down instead of improvised.

The stage before
Lead generation
The stage after
Sales qualification

If you want this done for you

New hires learn the job by listening in on other people's calls.

Read the sales playbook development page

The work

What this step is actually like.

  • “Write it for the ear”

    Say every sentence out loud before it goes on the page. If you run out of breath, the sentence is too long. If you find yourself saying solutions or offerings, you have not yet said what you do.

  • “Open with who, not what”

    A buyer's first silent question is whether you sell to people like them. Opening with your history answers a question nobody asked. For example, we work with small manufacturers around Peenya who take most of their enquiries on IndiaMART and lose half of them to slow replies.

  • “Two lengths, not one”

    You need the two-minute version and the single sentence for a corridor. The short one is harder to write and gets used far more. Write the long one first, then cut it down to one breath.

  • “Three people have to be able to say it”

    In most small firms the first pitch a buyer hears comes from an office assistant or a junior engineer, not from the owner. So the owner, whoever sells, and whoever answers the phone all sign it off. If they were not in the room while it was written, they will invent their own version by Friday.

What we do

What you end up with.

The artefacts this step produces, what each one is for, and how you know it is finished.

  1. The one-page pitch

    Four headings on one sheet: who we work for, what usually goes wrong for them, what we do, and what is different afterwards. Under 250 words, written the way it is spoken rather than the way it would be printed.

    Result: Anyone in the company can give the same answer without rehearsing it first.

  2. A single-sentence version

    The line for a corridor, a WhatsApp introduction, or the bottom of an email. It has to stand on its own with no follow-up question to rescue it.

    Result: The short answer stops being a shrug and a job title.

  3. One proof line per claim

    Beside each claim, write the thing you would point at if a buyer raised an eyebrow: a photograph, a customer who will take a call, a certificate. A claim with nothing beside it comes out of the pitch.

    Result: Nobody has to bluff when a buyer asks how you know that.

  4. A phone recording of it being said

    Record the pitch on somebody's phone and listen to it the next morning. You will hear the sentence that sounds like a brochure before any customer does.

    Result: The wording gets fixed by the ear that heard it, not by a meeting.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is this the same as an elevator pitch?
Same idea, more room. An elevator pitch is the one sentence, and this is the two minutes you get in a first meeting or on a call that was booked about something else. Write both from the same sheet so they cannot drift apart.
How long does it take to get the pitch right?
An afternoon to draft, then about a fortnight of saying it to real buyers before it settles. The edits that matter come from noticing where people interrupt you and where their eyes go. Treat the next ten conversations as the test.
Our work is technical. Can two minutes cover it?
Two minutes is not meant to cover it. The pitch earns the technical conversation, so it names the problem and the outcome and leaves the specifications for the meeting. If the buyer asks a detailed question next, the pitch did its job.
Do we need a deck as well?
Not for this. A deck belongs to a scheduled meeting where people are sitting down, which is the sales presentation step later in the process. Most first conversations happen standing up, or on a phone with nothing to show.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts. For sales work it is mostly our time, with production only where scripts, decks or CRM setup need it.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Where to go next

The work that carries this step further.

Services

The rest of sales enablement

Or read the whole sales process in order.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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