Presenting your solution in a benefit-led mini pitch.
English for Sales and Account Management. Lesson 5.
Now you are ready to present a solution. In this lesson, you are speaking to a prospect who asked for a quick overview and wants to know why your approach is different. The challenge is to sound structured and persuasive without using hype or long, technical explanations.
You will practise a benefit-led mini pitch that connects the client’s pain points and success metrics to your key capabilities. You will work on signposting, pacing, and choosing the right level of detail for the audience in front of you. You will also practise handling a mid-pitch interruption such as We already have a supplier or Can you prove it works? so you can keep your message coherent.
By the end, you will deliver a two-minute pitch that links features to outcomes, includes one credible proof point, and ends with a clear proposal for the next step (demo, workshop, or proposal review).
1. Situation brief and a model mini pitch.
Today you are on a short call with a prospect who has asked for a quick overview. They want to know, in plain language, why your approach is different. The key challenge is to sound structured and confident, without drifting into hype or a long technical explanation.
In this lesson we will stay inside one consistent scenario: you are the seller, and you are speaking to Maya Patel, Operations Director at NorthBridge Logistics. Maya has 12 minutes before her next meeting. She is open-minded, but she is sceptical of generic claims.
As you listen to the model call, focus on three things. First, how the seller signposts the structure, so the listener never gets lost. Second, how they connect capabilities to outcomes and success metrics, rather than describing features in isolation. Third, notice how they end with a concrete next step.
After the audio, you will answer a few questions about what you heard, then we will start building your own two-minute mini pitch for the same situation.
Your situation today.
You are an Account Executive speaking to Maya Patel (Operations Director) at NorthBridge Logistics. Maya asked for “a quick overview” and specifically wants to understand what is different about your approach.
The call is short. That means you need pacing (not too fast, not too slow) and structure (easy to follow). A strong mini pitch at B2 level is not about fancy vocabulary. It is about:
Linking their pain points and success metrics to your capabilities.
Signposting your structure so you sound senior.
Including one credible proof point (a client example, a result, or a reference).
Ending with a clear next step (demo, workshop, proposal review).
Listen for these phrases (you will reuse them).
As you listen, try to catch phrases like:
“Based on what you shared, the main challenge is...”
“Let me walk you through how we typically approach this.”
“There are three parts to the solution.”
“The key benefit for you is...”
“In practical terms, that means...”
“A good example is a client we worked with in a similar situation.”
“We are not trying to replace everything overnight.”
“If it makes sense, the next step would be a short demo with your team.”
“How does that land with you?”
Your goal for this block.
You are not writing yet. First, you will show you understand the message and structure of the model mini pitch. Then we will build your own version step by step.
Keep one question in mind:If Maya only remembers one thing, what should it be? That “one thing” should be an outcome, not a feature.
Practice & Feedback
Listen to the short call extract. Then answer all three questions in 4–6 short lines.
What are Maya’s main pain points (2 points)?
What are the three parts of the solution (just the headings, not details)?
What next step does the seller propose?
Write your answers as simple bullet points. Do not worry about perfect grammar yet, but aim to be clear and specific. Use wording you could reuse on a real call.
2. Notice the structure and signposting.
Now that you have the story of the call, let’s look at the engine underneath it: the structure. A strong mini pitch is not a speech you memorise. It is a simple route map you can follow even when you are interrupted.
In this block, I want you to notice how signposting does two jobs at the same time. It helps the prospect understand, and it helps you stay calm and coherent. Phrases like “Let me walk you through…” and “There are three parts…” are not filler. They buy you time, and they signal confidence.
You will also see how the pitch stays benefit-led. Each capability is quickly translated into an outcome: fewer surprises, faster decisions, less manual work. And then we get a proof point, which makes the claims credible.
Your task is to read a short written version of the pitch and label each line: problem, structure, benefit, proof, or next step. This is how you train your brain to build persuasive clarity under pressure.
The mini pitch “route map”.
A benefit-led mini pitch is easiest to control when you keep a predictable structure. Here is a simple pattern you can reuse:
Context and problem (connect to their world)
Signpost your structure (tell them what is coming)
Three benefit-led points (capability → outcome)
Proof point (client example, metric, reference)
Next step (clear, low-friction commitment)
Notice: the pitch is not “feature dumping”. It is a sequence of claims that are anchored in the client’s outcomes.
Model mini pitch (written).
Read the text below. It is the same content as the call, but written so you can study the structure.
> “Based on what you shared, the main challenge is consistent on-time delivery while reducing manual ops work.
>
> Let me walk you through how we typically approach this. There are three parts to the solution.
>
> First, we connect your data sources so you have one reliable view. The key benefit for you is fewer surprises and faster decisions. In practical terms, that means less time chasing updates.
>
> Second, we automate exceptions so only high-risk shipments need attention. We are not trying to replace everything overnight; most teams start with one region.
>
> Third, we provide reporting tied to your KPIs so you can see what is driving delays.
>
> A good example is a client we worked with in a similar situation. They reduced manual tracking time by around 30% and improved on-time delivery by five points.
>
> If it makes sense, the next step would be a short demo with your team focused on your workflow and KPIs. How does that land with you?”
Why this works (quick coaching).
“Based on what you shared…” shows you listened and makes it about them.
“There are three parts…” reduces cognitive load. The prospect relaxes because they can follow.
“The key benefit…” / “In practical terms…” forces you to translate capability into outcomes.
The proof point is specific enough to sound real, but not so detailed that it derails the pitch.
The next step is a professional close that invites feedback, not pressure.
Practice & Feedback
Read the written mini pitch below. Then copy it into your answer as 5 short labelled lines.
For each line, write a label from this list: Problem, Signpost, Benefit point, Proof, Next step.
Example format:
Problem: …
Signpost: …
Keep each line to one sentence. The aim is to train you to see the structure quickly, so you can use it later when you create your own pitch and when you get interrupted.
“Based on what you shared, the main challenge is consistent on-time delivery while reducing manual ops work. Let me walk you through how we typically approach this. There are three parts to the solution. First, we connect your data sources so you have one reliable view. The key benefit for you is fewer surprises and faster decisions. Second, we automate exceptions so only high-risk shipments need attention. Third, we provide reporting tied to your KPIs so you can see what is driving delays. A good example is a client we worked with in a similar situation. They reduced manual tracking time by around 30% and improved on-time delivery by five points. If it makes sense, the next step would be a short demo with your team focused on your workflow and KPIs. How does that land with you?”
3. Turn features into outcomes and metrics.
Let’s build your own content now, but in a controlled way. Many sales pitches fail because they are a list of features. The prospect hears activity, but not value. Your job is to translate: feature into benefit, benefit into an outcome, and ideally into a measurable metric.
In the NorthBridge Logistics scenario, it’s tempting to say, “We have dashboards” or “We integrate with systems.” That is fine, but it is not persuasive. Instead, you want wording like, “So you can see delays earlier,” “So your team stops chasing updates,” “So you can improve on-time delivery.”
You are going to practise three benefit sentences using a simple pattern. Use “The key benefit for you is…” and then add “In practical terms, that means…” This helps you stay concrete. If you can add a KPI, even better.
Don’t worry if your industry is different. You can still practise the skill using this scenario, because the language pattern transfers directly into your real calls.
The core skill: capability → outcome.
At B2 level, you already know lots of vocabulary. What makes you sound persuasive is not bigger words; it’s clear value translation.
Here are three useful patterns that keep you benefit-led:
The key benefit for you is + outcome
In practical terms, that means + day-to-day impact
So you can + measurable result / success metric
Examples (NorthBridge Logistics).
Below are examples of the same capability described in two ways.
Less effective (feature-heavy):
“We have a strong analytics dashboard and lots of integrations.”
More effective (benefit-led):
“The key benefit for you is a single reliable view of shipments. In practical terms, that means less time chasing updates, and your team can focus on the exceptions that matter.”
Another pair:
Less effective:
“We use automation and alerts.”
More effective:
“The key benefit for you is faster reaction when a shipment is at risk. In practical terms, that means fewer late deliveries and fewer fire drills for the ops team.”
Keep it credible.
Benefit-led does not mean exaggerated. If you are not sure, soften slightly:
“This typically helps teams to…”
“In many cases, that leads to…”
“The aim is to…”
Micro-checklist (use this when you write).
Before you speak or write a point, ask yourself:
Is this about them (their KPI, their pain)?
Did I translate it into “so what” value?
Did I keep it short enough for a 2-minute pitch?
In the next task, you will write three benefit-led points, each with two sentences. Aim for clean, natural English rather than complex grammar.
Practice & Feedback
Write three benefit-led points for the NorthBridge Logistics pitch.
For each point, write exactly two sentences:
Sentence 1 must start with “The key benefit for you is…”
Sentence 2 must start with “In practical terms, that means…”
Try to mention at least one KPI idea somewhere (for example: on-time delivery, manual hours saved, fewer delays, faster decisions). Keep each point realistic and not too technical. Imagine Maya is listening and you have limited time.
Useful starters you can reuse:
The key benefit for you is...
In practical terms, that means...
This typically helps teams to...
The aim is to...
Outcome ideas for this scenario:
fewer surprises
less time chasing updates
faster decisions
fewer late deliveries
clearer KPI reporting
quicker root-cause analysis of delays
4. Handle an interruption and return to your structure.
Real calls are messy. People interrupt, challenge you, or bring up a competitor mid-sentence. What matters is not avoiding interruptions, but handling them without losing your structure.
In this block, you will practise a very common interruption: “We already have a supplier.” If you react defensively, the conversation becomes a debate. If you ignore it, you look like you are not listening. The sweet spot is: acknowledge, respond briefly, and then guide the listener back to your route map.
A very useful chunk here is: “That is a fair question. Let me address it briefly and then continue.” It gives you permission to answer without derailing your pitch.
You will do a short chat-style simulation. You are Alex, and I will play Maya. Your job is to keep the tone calm, curious, and commercial. You should ask one short clarifying question, then return to your three-part structure. Keep your messages short, like a live meeting chat or a call transcript.
The interruption moment: keep calm and stay coherent.
When a prospect interrupts, your aim is to protect three things:
Trust (you heard them)
Control (you keep structure)
Momentum (you move forward to the next step)
A simple response sequence.
Here is a practical sequence you can reuse:
Acknowledge
“That is a fair question.”
“I completely understand why you would raise that.”
Address briefly (no long defence)
“We often work alongside an existing supplier.”
“We are not trying to replace everything overnight.”
Clarify (one question)
“Out of curiosity, what is working well with them, and where are the gaps today?”
Return to structure
“Let me address it briefly and then continue.”
“Let me come back to the three parts, because it links directly.”
Mini-dialogue (model).
Maya: “We already have a supplier for shipment visibility.”
Alex: “That is a fair question. We often work alongside an existing supplier, and we are not trying to replace everything overnight. Out of curiosity, what is working well today, and where do you still see gaps? Great. Let me come back to the three parts, because the second part is exactly where teams usually see extra value.”
What to avoid.
Sounding offended: “But we are better.”
Over-explaining: five minutes on architecture and integrations.
Losing the route map: jumping randomly between points.
In the task, keep it chat-like. Short turns. Clear intent. Professional tone.
Practice & Feedback
Chat simulation: write 4 short messages as Alex (the seller). I will be Maya.
Scenario: you are mid-pitch and Maya interrupts with “We already have a supplier.”
Your 4 messages should do this sequence:
Acknowledge calmly.
Address briefly (do not attack the supplier).
Ask one clarifying question.
Return to your structure and continue with the next part.
Keep each message to 1–2 sentences. Reuse at least two of these phrases: “That is a fair question.” / “Let me address it briefly and then continue.” / “We are not trying to replace everything overnight.”
Interruption line from Maya:
“We already have a supplier for this.”
Helpful language to recycle:
That is a fair question.
Let me address it briefly and then continue.
We are not trying to replace everything overnight.
We often work alongside existing tools.
Out of curiosity, what is working well today, and where are the gaps?
Let me come back to the three parts.
5. Add a proof point and propose the next step.
You already have the skeleton of a persuasive pitch: a clear problem statement, signposting, and benefit-led points. Now we’ll make it credible and actionable by adding two things: a proof point and a next step.
First, the proof point. At B2 level, you do not need a perfect case study. You need one short example that sounds real: a similar client, what they changed, and one measurable result. The language is simple: “A good example is…” Then one sentence of impact.
Second, the next step. A good close is not “Let me know if you’re interested.” That is vague and it creates drift. Instead, propose a low-friction commitment: a short demo, a workshop, or a proposal review. You can soften it with “If it makes sense…” and then check: “How does that land with you?”
In the task you will write two short sections: your proof point and your next step. Keep it tight, natural, and easy to say on a call.
Proof points that sound credible (and not salesy).
Prospects often accept benefits, but they do not believe them until you add evidence. Your proof point should be:
Comparable (a similar team, size, region, industry, or workflow)
Concrete (a number, a time frame, a before/after)
Short (you are still inside a 2-minute pitch)
Useful chunks:
“A good example is a client we worked with in a similar situation.”
“They reduced X by around Y% in the first Z months.”
“They improved X by Y points.”
If you are unsure of the exact number, do not invent. Use safe language:
“around”, “roughly”, “in the region of”, “in the first quarter”
Next steps that create momentum.
A strong next step has three elements:
What (demo, workshop, review)
Who (which stakeholders)
Focus (workflow, KPIs, use case)
Useful chunks:
“If it makes sense, the next step would be a short demo with your team...”
“...focused on your current workflow and KPIs.”
“How does that land with you?”
Mini rubric for this block.
When you write your proof and next step, check:
Is the proof point believable and relevant?
Is the next step specific enough to be actionable?
Does the tone feel confident but not pushy?
In the next block, you will combine everything into one full mini pitch.
Practice & Feedback
Write two short parts for the NorthBridge Logistics call.
Part A (Proof point): 2–3 sentences starting with “A good example is…”. Mention a similar client and one measurable result (use “around/roughly” if needed).
Part B (Next step): 2 sentences. The first must start with “If it makes sense, the next step would be…” and include who should attend (for example: ops team, IT, regional leads). The second must be “How does that land with you?”
Keep it realistic and easy to say aloud on a call.
Language bank for this task:
Proof point:
A good example is a client we worked with in a similar situation.
In practical terms, that meant...
They reduced ... by around ...%.
They improved ... by ... points.
Next step:
If it makes sense, the next step would be a short demo with your team.
...focused on your current workflow and KPIs.
How does that land with you?
6. Final performance: your two-minute mini pitch.
Time to put it all together. Your final task is a two-minute mini pitch in writing, as if you are speaking to Maya on a live call. Think of it like a short script you could genuinely use.
Keep the situation fixed: Maya has limited time, she wants a quick overview, and she cares about operational outcomes and KPIs. You will use the full route map: problem, signpost, three benefit-led points, proof, and next step.
To make this realistic, you will also include a brief interruption handling line. Imagine Maya cuts in with “We already have a supplier.” You will acknowledge it, respond briefly, and then return to your structure. One sentence is enough.
As you write, aim for calm authority. Use simple, accurate language, not long sentences. Your pitch should sound human and professional, with clear signposting and a clear close.
When you are done, you will have a reusable mini pitch template: change the details, keep the structure.
Your capstone task.
You will now deliver a complete benefit-led mini pitch for Maya at NorthBridge Logistics.
What your pitch must include.
Please include all of these elements, in this order:
Open + time check (optional but strong)
“Thanks for making the time today.”
“Before we start, could I quickly check we still have 12 minutes?”
Problem statement
Use: “Based on what you shared, the main challenge is...”
Signpost your structure
Use: “Let me walk you through how we typically approach this. There are three parts to the solution.”
Three benefit-led points
For at least one point, include: “The key benefit for you is...”
For at least one point, include: “In practical terms, that means...”
Interruption handling (1 sentence)
Include the line: “That is a fair question. Let me address it briefly and then continue.”
Also include: “We are not trying to replace everything overnight.” (can be same sentence or next one)
Proof point
Start with: “A good example is a client we worked with in a similar situation.”
Next step + close
Use: “If it makes sense, the next step would be...”
End with: “How does that land with you?”
Timing and length guidance.
In writing, aim for 160–220 words. That usually maps to about two minutes when spoken at a calm pace.
Quick self-check before you submit.
Can Maya repeat your three parts afterwards?
Did you stay benefit-led and avoid heavy technical detail?
Is your next step specific, with the right stakeholders?
Now write your pitch.
Practice & Feedback
Write your full two-minute mini pitch for Maya (160–220 words). You are Alex on a call with NorthBridge Logistics.
Include the required chunks shown above (problem statement, signposting, at least one “The key benefit…”, one “In practical terms…”, the interruption-handling line, proof point, and the next step ending with “How does that land with you?”).
Make it sound like natural spoken English: short paragraphs, clear sentences, no hype. Imagine you are aiming for calm authority and clarity, not a marketing brochure.
Reference chunks (use as many as you can, naturally):
Thanks for making the time today.
Before we start, could I quickly check we still have 12 minutes?
Based on what you shared, the main challenge is...
Let me walk you through how we typically approach this.
There are three parts to the solution.
The key benefit for you is...
In practical terms, that means...
That is a fair question. Let me address it briefly and then continue.
We are not trying to replace everything overnight.
A good example is a client we worked with in a similar situation.
If it makes sense, the next step would be a short demo with your team.
