It is always best to have a strategy with tactics for everything you do in business, including pitching what you have to sell. It’s not just your sales and customer service team that needs to brush up on their sales pitch, but every member of your team who interacts with clients. Below are some tips to help you create a sound plan.

Create Three to Five Archetypes
Before you start planning your approach, you must know who you are serving. This goes beyond defining your target audience and secondary niche groups—but to creating 3 to 5 detailed archetypes. Start by asking what solution you provide, and what pain points keep each archetype up at night.

Define What Makes You Unique
Now that you know who you serve, you must define what makes your product or service unique—what makes you stand out from the crowd. Once you identify this, create a loose script of how to communicate this to each archetype.

Identify Key Decision Makers
Your sales pitch is wasted if you deliver it to the wrong person. Identify the key decision makers in each company, and the ins you need to have to gain access to them. Utilize your resources to secure introductions, but also make direct introductions via email, phone, and LinkedIn.

Be Personable and Sincere
Your prospect already knows you are trying to make a sale, but they don’t want to feel like they are just another name on your list—so your pitch must be personal and sincere. Also, keep your initial pitch short and sweet.

Last but not least, be sure to follow up with everyone directly. This can include adding leads to an automated marketing funnel.