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Practical guide to download

Convert faster with a simple, effective sales pitch

A clear framework, tested at trade shows and in meetings, to get to the point without reciting a novel. The “Hors du Commun” structure (situation → problem → indignation → search → solution → opportunity), 30s/90s/2min scripts, and a smooth transition to action.

Did you know? According to Gong.io's analysis of more than a million sales calls, the best pitches have a talk-to-listen ratio of 43:57. A good pitch isn't about talking nonstop, it's about opening a qualified conversation.

Source: Gong.io - Sales Conversation Data

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    6-step narrative structure, inspired by AIDA but more concrete
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    3 pitch versions (30s, 90s, 2 min) + examples ready to adapt
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    Useful sales methods (CABP, SONCAS, SIMAC, SPIN): when to use each one
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    Objection handling: “if… then…” cards to respond without pushing
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    Concrete CTAs: close, or propose a dated meeting in 10 seconds
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Sales pitch visual

What's inside this guide

Chapter 1: The “Hors du Commun” framework and its 6 steps (how it relates to the AIDA model).

Chapter 2: Building your pitch: mastering your knowledge, your audience and your competition.

Chapter 3: Choosing your technique (CABP, SONCAS, SIMAC, SPIN), with a detailed how-to.

Chapter 4: Anticipating objections & respecting consent (GDPR).

Conclusion: 30s/90s/2min scripts and calls to action (CTAs) to close or book a meeting.

Structure beats improvisation

A Harvard Business Review study showed that companies with a formal sales process see 18% higher revenue growth than those that let their salespeople improvise.
Source: Harvard Business Review

If this topic interests you, keep in mind that a pitch only works if it's aimed at the right person. Before you pitch, make sure you've read our guide to building a persona that's actually useful.

And once you've delivered the pitch and caught their interest, don't lose track of your prospect: find out how to follow your opportunities with our Odoo CRM and sales management tool.

They put it into practice

Concrete feedback after rolling out a simple, structured pitch.

Camille R.
Sales Manager

“By switching to the 90-second pitch + a direct CTA, we doubled the meetings booked at trade shows. Zero fluff, just clarity.”

Lucas M.
SME owner

“The 6-step structure puts everyone at ease: we know when to show, when to ask questions, when to make an offer.”

Sonia T.
Marketing

“The objection cards changed everything. We respond without pushing, and you can see it right away in our conversions.”

🔗 Go further: A good pitch is a powerful weapon at a trade show, as long as your whole team is aligned on its role in welcoming prospects. Find out how to maximize your event ROI by reading our guide: Preparing your team for a trade show: the winning trio.

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Receive the guide by email, with all the scripts and templates ready to use.

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🔗 Go further: Did you know that artificial intelligence can help your salespeople tailor their pitch before every meeting and write perfect follow-ups? Find out how an AI expert for better sales can boost your conversions.

Frequently asked questions (FAQ)

Direct, ready-to-use answers to the most common search queries.

Follow 3 steps: situation/problem (1 sentence), solution/proof (1 sentence), next step (CTA). Avoid technical jargon, and always end with a question that opens the conversation.
The “situation → problem → indignation → search → solution → opportunity” framework gives you a short, memorable narrative thread. The guide provides 3 templates ready to copy and adapt.
The pitch opens the door in 30 to 120 seconds at most. The sales presentation goes further and covers the details of the offer. You pitch to spark interest; you make your case to close.
Adapt the framework to your target audience: in B2B, bring in gains (ROI) and social proof; in B2C, show concrete use and the emotional side. The guide includes 6 ready-to-use scripts (3 B2B, 3 B2C).
Prepare 3 formats: 30 seconds (elevator pitch), 90 seconds (trade show or first video call), and 2 minutes (start of a qualified meeting). The length should match your prospect's available attention, not your urge to say everything.
CABP to link features to benefits, SONCAS to identify buying motivations, SIMAC to introduce a concept, SPIN to ask smart questions. The guide shows you exactly when to use which.
Anticipate your 5 typical objections and prepare a short answer in the form “if… then…”. Never get drawn into a debate: rephrase to show you've understood, answer with facts, propose the next step.
Start from a shared problem or a short, striking figure. Example: “Are you also losing X hours a week on…?” Then move straight on to the solution and the proof.
Suggest a simple, dated next step (a short demo, a trial, sending a quote, a meeting). Always offer 2 time slots so they can choose, then confirm in one firm, friendly sentence.
The guide contains 6 scripts based on real cases (B2B trade show, direct sales, B2C). Just copy and paste the template, adapt 3 elements (your market, your social proof, your CTA) and you can test it tomorrow.
Too much jargon, the expert monologue, endless lists of features, no hard numbers as proof, and forgetting to propose a next step. A pitch opens a conversation; it's not a brochure read out loud.
Track the CTA acceptance rate, the number of meetings booked, final conversions and the kinds of questions you get at the end of the pitch. Measure this data per half-day at trade shows or per week when prospecting, and adjust your 2 key opening lines if needed.