585 – Crafting Your Sales Pitch
The How of Business - How to start, run, grow and exit a small business.
Henry Lopez, Levante Business Group
4.7 • 522 Ratings
🗓️ 20 October 2025
⏱️ 19 minutes
🧾️ Download transcript
Summary
Learn a simple, repeatable framework for crafting an effective sales pitch that connects, communicates value, and inspires action.
Show Notes Page: https://www.thehowofbusiness.com/585-crafting-your-sales-pitch/
Crafting an effective sales pitch isn't about being slick or persuasive - it's about clarity, empathy, and storytelling. In this episode, host Henry Lopez breaks down how small business owners can build a compelling sales pitch using a customer-centered approach inspired in part by Donald Miller's book Building a StoryBrand.
Henry explains that every great sales pitch starts with understanding your audience (your ideal client or avatar), defining their problem, and showing how your solution helps them win.
You will learn six core elements of every great pitch: Audience, Problem, Solution, Differentiator, Proof, and Call to Action. Then, Henry walks through a five-step process that will help you craft and use an effective sales pitch for your small business.
Drawing insights from past guests like Andy Paul, Carole Mahoney, and Ryan Dohrn, Henry shows that clarity and empathy consistently outperform clever slogans and aggressive selling.
Whether you're refining your elevator pitch, rewriting your website copy, or preparing for a formal sales presentation, this episode gives you the structure to tell your business story with confidence and authenticity."
This episode is hosted by Henry Lopez. The How of Business podcast focuses on helping you start, run, grow and exit your small business. The How of Business is a top-rated podcast for small business owners and entrepreneurs. Find the best podcast, small business coaching, resources and trusted service partners for small business owners and entrepreneurs at our website https://TheHowOfBusiness.com
Transcript
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| 0:00.0 | Welcome to the How of Business with your host, Henry Lopez, |
| 0:03.4 | the podcast that helps you start, run, and grow your small business. |
| 0:07.9 | And now, here is your host. |
| 0:12.7 | Welcome to the How of Business Podcast, this is Henry Lopez. |
| 0:15.5 | And on this episode, I'll share my thoughts on how to craft an effective sales pitch. |
| 0:20.3 | Crafting an effective sales pitch isn't about being slick or pushy or manipulative. |
| 0:25.1 | It's about telling a clear, compelling story that connects with your customer or client. |
| 0:29.8 | Whether you're talking face-to-face, maybe writing website copy, cold calling, or sharing your |
| 0:34.7 | elevator pitch, the goal is really the same to help people understand |
| 0:38.6 | how you can make their life better. And on this episode, I'll share a simple framework to help you |
| 0:43.6 | do exactly that. You can find all of the How With Business resources, including the show notes |
| 0:47.8 | page for this episode, and learn more about my one-on-one and group coaching programs at the how |
| 0:52.6 | with business.com. I also invite you to please |
| 0:54.8 | join the how a business community on Patreon. And please subscribe wherever you might be listening |
| 0:59.8 | so you don't miss any new episodes. So again, my focus on this episode is to share with you a simple |
| 1:05.5 | structure for an effective sales pitch, whether it's in person or parts of it online, using the fundamentals of |
| 1:12.5 | communication, empathy, and storytelling to craft and deliver an effective sales pitch. |
| 1:18.8 | If you had 30 seconds to convince someone to do business with you, what would you say? |
| 1:22.8 | Or what about a more formal sales process? How do you go about effectively selling what you have to offer? |
| 1:28.8 | I'm hoping that by the end of this episode and with the free download, you'll have a simple, |
| 1:33.5 | repeatable formula for either creating your sales pitch or refining your sales pitch so that you can |
| 1:39.3 | communicate what you do and why it matters. The free download I have that you can find on the show notes page |
... |
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