Setting the buyer in

motion

Pitching your company

and product

For CBI by Ton Willemse

Know what drives your buyers
in their buying decisions
What’s a pitch?
IMPACT IN COMMUNICATION

Wording and
intonation:
Non verbal:
35%
50%

Contents:
15%
You might have to pitch
5 things

Copyright ExpoTotalTraining, The Netherlands

 You

Product /
service Country

Pitch

Company
Sector
/ brand

6
 Listen to this interview
at a trade fair

The reporter gives the salesman the

opportunity to pitch his company
How to write your
twenty seconds
pitch in five minutes

For CBI by Ton Willemse

 Tool: The Message Map

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 The Message Map
Key
Message
15 – 20 seconds

Statement

Supporting point 1# Supporting point 3#

Supporting point 2#

Evidence point 1# Evidence point 2# Evidence point 3#

More time

• … • … • …
• … • … • …
• … • … • …

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 Lush Message Map
Lush makes
hand-made
15 – 20 seconds

soaps and
cosmetics

FRESH SUPPORTING
ETHICAL
CAMPAIGNS
ENVIRONMENTAL FRIENDLY

Evidence point 1# Evidence point 2# Evidence point 3#

More time

• Daily manufactured • Unpackaged • Campaign 1

• Shipped next day • Not tested on animals • Campaing 2
• Organic

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