What “Opening Pitch” Buyers Like

Recently, I noticed several LinkedIn posts sharing prospecting tips — especially around how to open meetings.

First of all, it shouldn’t even be called a pitch anymore. But I’m happy to see these recommendations finally taking the buyer’s perspective.

Back in 2019, I wrote:

“Insights, verification of findings, and a dialogue about impact, risks, and possible changes should all be part of your opening. This is what buyers are looking for in salespeople.”

Send an Agenda

I’ve shared before that one of the best ways to increase your chances of a real dialogue is to send your prospects an agenda before the meeting.

This helps confirm what you promised when you booked the appointment and gives them a chance to add anything else they’d like to discuss.

Of course, every situation and every customer is different — but sending an agenda gives you an edge. Unfortunately, too many salespeople still overlook this simple step.

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What Else Do Buyers Like?

One of the biggest frustrations for buyers is salespeople showing up unprepared — trying to wing meetings based on gut feeling alone. Buyers can sense that from a mile away, and it will drastically reduce your chances of getting a second meeting.

Research consistently shows that the first thing buyers look for in a conversation is whether they can trust you.

Trust is gained when:

• You focus on them, not yourself
• You don’t immediately pitch a product or solution
• You surprise them with something they didn’t know
• You genuinely have their success in mind

This demands a mindset shift for many sales professionals. Traditionally, you were taught to keep asking discovery questions until you unearthed a pain point. That doesn’t work anymore.

Buyers today won’t engage if the conversation is about your solution. But if it’s about their business, they will.

I always say: prospecting is like going on a first date — these same principles apply.

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How to Show You’re Prepared

A simple but powerful method is Show → Verify → Ask. You might have to do this several times during a meeting. For example:

Salesperson: “Following the agenda, is it okay if I start by sharing what we’ve seen trending in the market and how this might apply to your growth strategy?”

Customer: “Go ahead.”

Salesperson: “Please interrupt me if there’s anything you disagree with.”

Customer: “Okay.”

Salesperson: “When I reviewed your website, I noticed your growth is mainly driven by B2B business, while B2C is still relatively small. Is that correct?”

Customer: “Correct. But we’re not really a B2C company.”

Salesperson: “Fair enough. I brought some articles about B2B e-commerce. One from Gartner highlights B2B e-commerce as an undervalued growth engine. I helped a tool manufacturer last year enable this on their website, and year-to-date, they’ve pulled in $100k per month in direct orders. Here’s the article.”

Customer: “$100k per month? But wouldn’t going direct to consumers compete with our distributors?”

Salesperson: “Not if your distributors only reach a fraction of your potential market. In your case, I found your market opportunity is close to $1 trillion.”

Customer: “How did you help that customer? Tell me more…”

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Conclusion

The best “opening pitch” isn’t really a pitch at all — it’s an informed, respectful conversation that builds trust and sparks curiosity. By showing you’ve done your homework, providing unexpected insights, and truly focusing on their business, you’ll stand out from the competition and get invited back.

What other opening approaches have you seen work well? Share your ideas below — I’d love to hear them!

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