Sales pitch examples: 8 complete B2B pitches, one per channel

What is a sales pitch?

A sales pitch is a short message, spoken or written, that tells a prospect why a conversation with you is worth their time: something true about their situation, the problem it implies, what you change and the next step. The one-line definition lives in our glossary entry on the sales pitch. This guide gives you sales pitch examples you can use: eight complete pitches, one per channel, each with its structure named. Every B2B sales pitch here opens on a fact you can check.

Every good sales pitch has four lines, whatever the channel. Line one opens on a fact about the prospect. Line two says the problem that fact implies. Line three says what you change, with a number. Line four proposes a dated next step. Most pitches fail at line one, because the fact is generic ("I see you are growing") or missing. The examples below put the fact in bold, with where it came from and what it cost to find.

A sales pitch is not three other things it is often confused with. It is not a cold call script, which covers a whole call, from the opener to objections. It is not a sales proposal, the long written document that comes after the meeting. And it is not a LinkedIn connection note, which is limited to a few hundred characters and should not pitch at all.

How to write a sales pitch in 4 steps

1. Research the account. Ten minutes per account, or one pass over the whole list: what the company does, how big it is, what it runs, what changed recently. Our guide on value-based selling covers what to look for.
2. Pick the fact for line one. One fact, specific and recent: a role they opened this week, a tool on their website, a funding round, a new job for the person you write to. The fact has to be true and checkable, or the rest of the sales pitch falls with it.
3. Write the four lines. Fact, implied problem, what you change with a number, dated next step. Cut anything that does not serve one of the four.
4. Adapt to the channel. The same four lines fit in 90 words for an email, 50 for a LinkedIn message, 20 seconds on the phone and 30 seconds at a trade show. The structure stays; the length changes.

The four lines can be arranged in a few known ways. Problem, agitate, solution (PAS) states the problem, makes it concrete, then resolves it. Before, after, bridge (BAB) shows the situation today, the situation you offer, and the way from one to the other. A reframe opens by questioning something the buyer takes for granted, then offers another way to look at the problem; it suits buyers who think the subject is already handled.

Tell it as a story

A story is the same pitch with a person in it: a situation, a tension, a resolution. Take the hiring fact from the first example below. Situation: a sales director opens three SDR roles on a Monday. Tension: by the third week the new reps have not made a call, because they are still building lists by hand, and the quarter is slipping. Resolution: the next cohort starts with a verified list on day one and books meetings in week one. Told that way, the prospect recognises their own next month before you have named your product. Keep the story to three sentences in writing and under a minute out loud, and use a situation you have actually seen: an invented customer is easy to spot.

How long a sales pitch should be, per channel

The shorter the channel, the more line one has to carry. On the phone you have one sentence before the person decides whether to listen; in an email you have the subject line and the first line of the preview. That is why the fact comes first in every sales pitch below, never the introduction of your company.

Sales pitch template: the four lines and the fact each one needs

The template is the easy part: most sales pitch examples online follow some version of it. What separates a pitch that gets answered from one that gets deleted is line one. "I noticed your company is growing" is a template filled with nothing. "You opened three SDR roles on Monday" is a fact the reader recognizes, and it earns the next three lines.

The data behind these sales pitch examples: where line one comes from

Each fact that opens a pitch comes from a public source. The table lists the facts used in the eight examples below, and where you can pull them for a whole list of accounts at once.

Two limits to keep in mind. Website Technologies sees what is visible from the website; an internal tool such as a CRM often does not show there. And Enrich Companies and Enrich Leads read LinkedIn, so they need your LinkedIn account connected through the Derrick Chrome extension.

8 B2B sales pitch examples, by channel

Each example is complete, ready to adapt. The structure is named, the fact in line one is in bold, and the note under each sales pitch says where the fact came from and what it cost. Company names and figures are illustrative.

Jump to the example you need:

1. Cold email when the account is hiring
2. Cold email when they already use a tool
3. LinkedIn message right after they accept your invite
4. LinkedIn voice note to someone new in the job
5. Cold call when you have 20 seconds
6. Follow-up after a demo with several people in the room
7. Elevator pitch at a trade show
8. Presentation for a first meeting, as a deck

1. Cold email when the account is hiring: problem, agitate, solution

Subject: Your three new SDRs

Hi Maya, you opened three SDR roles on Monday.

New SDRs usually spend their first two weeks building lists by hand before they make a single call, and in a team that size that is six weeks of selling time gone before anyone ramps.

We give new reps a clean, verified call list on day one, so they can book their first calls in week one instead of week three.

Worth 15 minutes on Thursday to see how it would work for your team?

Fact source: Company Hiring Signal, 1 credit per company, on the free and paid plans. For the six cold email formats built around a signal, see our cold email templates; this example shows the structure of the pitch, not a sequence.

Why it works

• The structure is problem, agitate, solution: the fact sets up a problem, the second paragraph makes it concrete, the third resolves it.
• The fact carries a day ("on Monday"), so the message cannot be read as a template.
• The ask is small and dated: 15 minutes, on Thursday.

Fill-in version: Hi [first name], you opened [number] [role] roles on [day]. [What that usually costs a team like theirs, in one sentence.] We [what you change, with a number]. Worth 15 minutes on [day]?

2. Cold email when they already use a tool: before, after, bridge

Subject: Your CRM and your enrichment

Hi Tom, your website runs [your current CRM].

Before: most teams on that CRM fill company fields by hand, so half the records have no industry or headcount and the segments never match.

After: every new record arrives with industry, size and country filled, and the sales team filters on them from day one.

Bridge: we plug into the CRM you already use, no migration. Can I show you on one of your own records next week?

Fact source: Website Technologies, 2 credits per website, on the paid plans. It sees tools visible from the website; if the CRM does not show there, open on another fact. Only name a tool that the prospect's website actually shows.

Why it works

• Before, after, bridge shows a gap, not a product: the reader sees their own CRM in the "before".
• The fact proves you looked at their website before you wrote.
• The bridge removes the fear behind any change of tool: no migration.

Fill-in version: Hi [first name], your website runs [tool]. Before: [what teams on that tool do by hand]. After: [what it looks like once fixed]. Bridge: we plug into [tool], no migration. Can I show you on one of your own [records] next week?

3. LinkedIn message right after they accept your invite: congratulate, then offer

Thanks for connecting, Sofia. Congratulations on the Series B announced last week. Most teams at that stage double their sales headcount within a year, and the first thing that breaks is the list the new reps work from. I help revenue teams keep that list clean as they grow. Would a short note on how others handled it be useful?

Fact source: Google News Scraper, 1 credit per news article, on the paid plans. Fix the number of articles per account before you run it on a list: three per account is usually enough. This is a message sent after the connection is accepted, not the connection note itself.

Why it works

• It congratulates on something real and recent, so it reads as a reply to their news and not as outreach.
• It names what breaks next at that stage, before they have felt it.
• It asks for permission to send something, a smaller step than a meeting.

Fill-in version: Thanks for connecting, [first name]. Congratulations on [news, with its date]. [What usually breaks next at that stage.] I help [their kind of team] with [that one thing]. Would a short note on how others handled it be useful?

4. LinkedIn voice note to someone new in the job: fact, problem, free offer in 30 seconds

"Hi David, it is Alex from [company]. I saw you moved into the head of sales ops role last month. The first quarter in that job is usually about cleaning up the data you inherited. We help with exactly that part. If it is useful, I can send you the checklist other sales ops leads used in their first 90 days. Have a good week."

Fact source: Enrich Leads, 1 credit per profile, on the free and paid plans, from the profile URL, with LinkedIn connected.

Why it works

• A voice note is rare and human: few people in their inbox have taken 30 seconds to speak to them.
• It stays under 30 seconds, so it gets played to the end.
• It ends on an offer, not a meeting request.

Fill-in version: "Hi [first name], it is [you] from [company]. I saw you moved into the [role] role [when]. The first quarter in that job is usually about [the inherited problem]. We help with exactly that part. If it is useful, I can send you [the resource]. Have a good week."

5. Cold call when you have 20 seconds: the phone pitch that ends on a question

"Hi Priya, it is Alex from [company], I will be quick. I saw you are hiring four account executives. Usually that means the pipeline has to double to keep them busy, and the list is what runs out first. We keep that list full and verified. Is that on your plate this quarter, or is it someone else's?"

Fact source: Company Hiring Signal, 1 credit per company. The full script, from permission to the close, is in our B2B cold call script.

Why it works

• The question at the end qualifies; it does not push for a meeting.
• "Or is it someone else's?" gives the person an easy way to point you to the right contact.
• The fact comes in the second sentence, before they have decided to hang up.

The rest of the call. If the answer is "that is me", ask one question before you ask for anything:

"Good. How do your reps get their lists today: do they build them, or does someone hand them over?"

(Listen. Then one follow-up.) "And when the four new account executives start, who builds theirs?"

"That is the part we take off your plate. I would rather show you than describe it on a cold call. Do you have 20 minutes on Tuesday or Wednesday morning? I will bring five of your own accounts."

If the answer is "someone else", do not pitch again. Ask for the name, and ask whether you can say who sent you: "Thanks. Who should I speak to, and can I tell them you pointed me their way?" A call that ends with a name and a referral has done its job. Two questions are enough on a first call; the third one belongs in the meeting.

Fill-in version: "Hi [first name], it is [you] from [company], I will be quick. I saw you are hiring [number] [role]. Usually that means [what has to change], and [what runs out first]. We [what you do]. Is that on your plate this quarter, or is it someone else's?"

6. Follow-up after a demo with several people in the room: one line per role

Subject: After Tuesday's demo: one line for each of you

Thanks for the time on Tuesday. Since your team is 120 people across three countries, here is what changes for each person who was in the room:

For Laura (sales): reps get a verified list per territory, no manual research.
For Ben (operations): company fields fill themselves in the CRM, every record.
For Aisha (finance): you pay per row processed, so the cost follows usage.

Shall we book 30 minutes with the three of you next week to scope a pilot?

Fact source: Enrich Companies, 1 credit per company, on the free and paid plans, from the company LinkedIn URL. If an objection came up during the demo, answer it in its own paragraph; our guide on how to handle a sales objection covers the eight you will hear most.

Why it works

• A demo follow-up is read by people who were not in the demo: one line per role gives each of them a reason to say yes.
• The structure has a name, role by role, and it is built for a buying committee.
• The ask brings the three people into the same meeting, which is where a pilot gets decided.

Fill-in version: Thanks for the time on [day]. Since your team is [size, countries], here is what changes for each of you. For [name] ([role]): [one line]. For [name] ([role]): [one line]. For [name] ([role]): [one line]. Shall we book 30 minutes with the [number] of you next week to scope a pilot?

7. Elevator pitch at a trade show: 30 seconds on a fact about the room

"We help sales teams start every call already knowing the account. Most teams here are hiring reps this year, and those new reps lose their first weeks building lists. We give them a verified list with the context for each account, so they call in week one. What does onboarding look like on your side?"

Fact source: the event itself, and a quick hiring check on the exhibitor list the week before.

Why it works

• An elevator pitch cannot use a fact about one account, so it uses a fact about the room.
• It ends on a question, because at a trade show the goal is a conversation, not a meeting.

Fill-in version: "We help [who] to [result]. Most teams here are [fact about the room], and [the problem that follows]. We [what you change]. What does [that subject] look like on your side?"

8. Sales pitch presentation for a first meeting: the deck in seven slides

A sales pitch deck is the same four lines with more room: the fact on slide one, the problem on slides two and three, the change on slides four and five, the next step on the last two. Plan about 14 minutes of talking in a 30-minute meeting, and leave the rest to their questions.

Fact source: Company Hiring Signal, 1 credit per company, on the free and paid plans.

Why it works

• Slide one is about them, so the first minute of the sales pitch presentation is not spent on your company history.
• Slide three asks instead of telling: a cost the buyer says out loud is one they will defend internally.
• Seven slides fit in 14 minutes, which leaves half the meeting for the conversation.

Three objections and what to say

Whatever the channel, three replies come back more than the others. Have a sentence ready for each.

• "I do not have time." "Understood, I am calling out of the blue. Two sentences, and you tell me whether it deserves a slot later this week?" You ask for ten seconds, not for a meeting.
• "We already have a supplier for that." "That makes sense, most teams your size do, and I am not asking you to switch. If you could change one thing about it, what would it be?" Their answer is your next line, or the proof that there is nothing to sell here.
• "Send me an email." "Happy to. So that I send something useful and not a brochure: is it the list for the new reps or the fields in the CRM that matters more? I will send it today and call you Thursday to hear what you think." You leave with a subject and a date.

Sales pitch examples with no signal: turn line one into a question

Sometimes the account has no fact worth opening on: no hiring, no news, nothing visible on the website. Do not invent one, and do not fall back on "I see you are growing". Replace the fact with a qualifying question built from what you do know, such as size and industry:

"Hi Chris, most 50-person agencies we talk to either build lead lists by hand or buy them once a year. Which one is closer to how your team works today?"

The same move works on the phone, with the size and industry as the only facts you hold:

"Hi Nina, it is Alex from [company]. I work with a lot of 200-person logistics companies, and they tend to have one of two problems with their prospect lists: too few names, or too many wrong ones. Which one sounds more like yours?"

Both versions are honest about what you know, and both give the prospect an easy way to answer. A sales pitch with no signal should never pretend to have one.

The question does the job of line one: it is about them, and their answer gives you the fact for the next message. How to turn answers like this into a qualification decision is covered in our guide on how to qualify a sales lead.

From sales pitch examples to 100 pitches: fill line one for a whole list

Eight examples are easy to write by hand. A hundred are not: at ten minutes of research per account, that is two working days before the first message goes out. The research is the part you can do in one pass. Pick the channel and the signal you want to open on; the tool below gives you the four-line skeleton, the feature that fills line one and the cost for your list.

A worked example. You want to email 100 accounts, opening on hiring. The hiring check costs 1 credit per company, so 100 credits, on a feature available from the free plan. Finding the address for each contact costs 5 credits per email found, so at most 500 more, on the paid plans. The free plan's 100 monthly credits cover the hiring column for those 100 accounts; the email addresses need the Standard plan, at 20 euros a month for 10,000 credits, which covers this list several times over.

The same sales pitch, three industries: how line one changes

The structure of a sales pitch travels across industries; the fact in line one does not. Here is the same email pitch for the same product, written for three different accounts. Only line one and line two change, and they change because the data about each account is different.

A software company

Your website shows you moved to a new marketing automation platform this year. Migrations like that usually leave the company fields half empty, so segments stop working for a quarter.

Fact source: Website Technologies, 2 credits per website, paid plans. For a software buyer, the tool they run is the most relevant fact you can open on.

A manufacturer

You opened two export sales roles for Germany last month. Opening a new country usually means building a prospect list from scratch, in a market where your team has no contacts yet.

Fact source: Company Hiring Signal, 1 credit per company. Industrial companies rarely publish much, but their job posts say where they are going next.

A professional services firm

Your firm announced a merger with a regional practice last week. The first months after a merger are spent reconciling two client lists that do not match.

Fact source: Google News Scraper, 1 credit per news article, paid plans. Firms that sell expertise announce their moves in the press; that is where their line one lives.

Lines three and four stay almost the same across the three. That is the point of the template: you write the change and the next step once, and the research gives each sales pitch its own opening.

How to test a sales pitch without guessing

A sales pitch is a hypothesis: this fact, this problem, this change will make this kind of person answer. Test it like one.

• Change one line at a time. If you rewrite the opening and the next step together, you will not know which one moved the reply rate. Keep lines two to four fixed and test two kinds of line one: hiring against news, for example.
• Test on enough accounts. Twenty messages per version tell you almost nothing; as a working rule, aim for at least a hundred sends per version before you read much into the difference. Use the same segment for both versions.
• Measure replies, not opens. Opens are inflated by mail privacy features and security scanners. A reply, even a no, is a human reading your pitch to the end.
• Read the replies. The words prospects use to answer tell you which line landed. If they quote your fact back ("yes, we are hiring"), line one worked. If they only answer the question at the end, line four did the work.

After a month, keep the version that won and test the next line. Start with line one: it is the line most likely to change the reply rate, because it is the one the reader decides on.

Where the data comes from: the app, Sheets, Claude and the API

• The Derrick web app is the default for a list of accounts: import it, add the column for the fact you open on, write the pitches from the result. Nothing to install.
• The Google Sheets sidebar does the same inside a spreadsheet, if your list already lives there. Derrick runs from the sidebar, not from formulas.
• Claude or ChatGPT through the Derrick MCP fits one important pitch: ask "is this company hiring sales people, and what changed there recently?" and write line one from the answer. MCP comes with the Plus plan and above; LinkedIn operations need the Chrome extension connected.
• The Derrick API fits a sequence that should write line one by itself: the workflow pulls the hiring signal or the latest news for each new account and inserts it into the first message. API access comes with the Plus plan and above, and works with Zapier, Make and n8n. From the Google Sheets sidebar, you can also push the enriched leads to La Growth Machine or lemlist, on the free and paid plans, to send the sequence there.

5 ways to deliver a sales pitch that gets an answer

1. Keep it short. An email pitch under 100 words, a LinkedIn message under 60, a phone opener under 20 seconds. If a line does not serve the four, cut it.
2. Write for the sceptic in the committee. The person who reads your pitch forwards it to someone who did not ask for it. The number in line three is what survives the forward.
3. Name the objection before they do. If you know they already use a tool, say it and say what you do differently. An objection you raise yourself costs less than one they raise.
4. Ask for a small, dated step. "15 minutes on Thursday" is easier to accept than "a call sometime". On the phone, a question beats a meeting request.
5. Read it out loud before you send it. A sales pitch that sounds written gets treated as a template. Change every sentence you would not say to the person's face.

Rehearse it out loud

A spoken pitch needs more than one read-through. Say it standing up, with a timer, until it fits the channel: 20 seconds for a phone opener, 30 for a voice note or an elevator pitch, 14 minutes for the deck. Record one take and listen for the places where you speed up or reach for filler words, because those are the sentences to rewrite. Then run it once with a colleague who plays the prospect and interrupts you after the first line. If the pitch survives the interruption, it is ready.

Four sales pitch mistakes that get you ignored

• Opening on yourself. "We are a leading provider of" is line one wasted. The first sentence is about them.
• A fake fact. "I loved your recent post" when there was no post is worse than no fact at all. Check the fact before you use it.
• Three problems at once. One fact, one problem. A pitch that lists every pain your product solves reads as a brochure.
• No next step. A pitch that ends on "let me know if you are interested" leaves the work to the reader. Propose the step.

The structure of a sales pitch fits on a sticky note. The fact in line one is the part that takes work, and the part you can prepare for a whole list before the week starts.