The Key to a Great Sales Pitch

Complete Story

02/24/2026

The Key to a Great Sales Pitch

Source: Bill Farquharson, February 23, 2026

Start With Purpose

The first thing on your list today is prospecting. You have your prospect names ready. You have set the time aside. Business sucks which means you are properly motivated. All systems are go!

But what if the unthinkable happens? What if someone actually answers the phone? Oh, the horror! You are only ready for this rare event—and in fact you are only ready to do any prospecting at all—if you can finish this sentence confidently: “The purpose of my call is...”

Is it to talk about your products and services? Well, yes, but do you really think anyone cares?

Is it to ask them about their business and how you can help? Well, yes, but do you really expect anyone to take the time?

Great openers grab attention because they speak to a business problem, not a product catalog. And they’re clear, concise, and client-focused.

Instead of, “We do printing and signage,” try: “The purpose of my call is to help companies like yours increase event visibility with high-impact trade show signage.”

Wait, how do you know they need high-impact trade show signage? It’s right there on their website.

You’re not selling stuff. You’re offering solutions tied to goals and business needs. That information is there for the taking. Do your homework.

Ditch the salesy script. Speak like a consultant.

Watch Bill present this week's sales tip

The Sales Vault, created by Bill Farquharson, is a subscription-based resource and sales community featuring a calendar packed with live workshops, on-demand sales courses, peer-to-peer discussion groups, and 35+ years of sales training content all searchable by sales challenge. Think of it as a sales conference where the seminars and workshops, full of instantly applicable ideas, are ongoing and more programs are added constantly.

The Sales Vault is available on a monthly subscription basis, normally at a no-brainer monthly price of $45/participant, but… GMA members can take advantage of an exclusive offer: FREE membership for 30 days followed by a discounted monthly subscription price of just $40/participant.

Bill has been a friend of GMA for many years and is, no doubt, known to our members as a top sales trainer and content creator for the graphic arts.

Other Vault resources:

Check out the Sales Vault!

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