Generic sales pitches fall flat.

Actually, it’s worse than that: They annoy people. In fact, according to study from HubSpot, a business software platform, 60% of people find bland pitches that aren’t tailored to their needs downright irritating.

What to do? Start by researching your prospect, their potential needs and their pain points. Then deliver a pitch that’s customized for them. Here are seven strategies that will help you do just that.

1. Focus on your delivery. Before the pitch, take time to develop the presentation and practice it, making sure you’re hitting key value propositions and features. Speaking naturally yet confidently is key. “Maintain eye contact and use body language that conveys confidence,” says Sebastian Schaeffer, CTO and co-founder of SEO agency dofollow.io. “Be prepared to answer any questions they have.”

But be careful with too much preparation – you don’t want to sound like you’re reading from a script. “A common mistake is to be too scripted or rehearsed,” says Kate Zhang, founder of Kate Backdrop, a provider of customized photography backdrops. “Be natural and personable.”

Similarly, Maria McDowell says that while being prepared is critical, delivering a too-scripted presentation is a major turnoff. “Be yourself and have a natural flow when pitching your ideas,” suggests McDowell, founder of database Easy Search People.

2. Consider the audience’s needs. While using a clear structure, be sure to include the fruits of your research and preliminary discussions on the prospect’s company and promo needs to customize the presentation for them. “A common mistake is failing to tailor the pitch to the specific needs of the customer,” says Lessie Hayes, director of marketing and operations for PKGMAKER, a provider of customized packaging. “You have to engage with them and build rapport.”

The pitch should be a way not only to sell your company and products, but also to present answers to the prospect’s challenges. “You have to address their pain points,” says Schaeffer, “and provide a solution that’s relevant to them.”

3. Start with a strong opening. Whatever you do, don’t start with “Hi, my name is…” – you’ll quickly lose your audience and be lumped in with all the mediocre presentations they’ve heard from other reps. From the get-go, grab the prospect’s interest with a compelling opening that makes you memorable, whether it’s a surprising stat or funny but relevant story.

This is also your opportunity to establish a connection with the prospect, demonstrating that you understand their challenges and are here to help. “From the beginning, grab their attention and develop rapport,” says Schaeffer.

60%
the percentage of people who find generic pitches “irritating.”

(HubSpot)

4. Offer evidence. Come prepared with numbers that back up your claims as to why the solutions you offer will work for them. Chad Brinkle, owner of Highcountryoffroad, a reseller of car components, says it’s a good idea to tell a relevant client success story – preferably, one that includes a similar need to theirs. Refresh your memory on the details and familiarize yourself on how it took shape, so you’re prepared to answer questions. “Before the presentation, think about the story you want to tell and how it’ll help your customer,” says Brinkle. “Be sure that your customer can relate to it.”

Your evidence of value has to be “memorable,” says McDowell. A list of features won’t suffice; bring hard proof that shows the unique benefits you provide, she says.

5. Be concise. Stick to a focused structure and keep it short and sweet. Become long-winded and you’ll lose the audience’s attention. It’s a balancing act to make your point succinctly, while still hitting all the benefits you and your company offer and keeping their attention to the end. But with practice, it’s possible. “You have to be both captivating and convincing,” says Brinkle. “Make sure the audience understands the value proposition of your products or service, but don’t use too many words – and make your point clear.”

Take the time before the pitch to shape your presentation with a clear beginning, middle and end. Don’t be tempted to wing it, no matter how many pitches you’ve delivered. You’ll risk losing your train of thought, missing key points and confusing the audience. “The structure should be clear and easy to follow,” says Zhang. “The last thing you want is your pitch to sound like a rambling mess. Organize your thoughts in advance and practice delivering the pitch so it flows smoothly.”

6. Include a call-to-action. Once you’ve delivered the benefits and hard evidence as to how you can help your prospect, don’t leave the presentation open-ended. Lay out what comes next and put the ball in their court. Impress upon the prospect the urgency of locking in specific pricing from a supplier, for example, or ordering by a certain date to meet their delivery deadline.

“What do you want the customer to do after hearing your pitch?” asks Zhang. “Make that clear and provide an easy way for them to take that action.” It needs to be “a clear and concise statement of what the customer needs to do next in order to take advantage of the offer,” says Hayes.

7. Listen thoughtfully. Arguably, the most important aspect of a presentation is to listen attentively to the prospects’ thoughts and possible objections. The pitch is less about selling specific features and more about making sure you’re offering the best solution for their needs.

“The crucial element is empathy,” says Marina Vaamonde, owner and founder of HouseCashin, a database of properties available for real estate investors. “You need to show that you truly, intimately understand the customer’s problem and what it means to them. So spend 80% of your time talking about their pain point, why it matters and how solving it will change their life, and the remaining 20% talking about your solution.”

McDowell agrees, noting that a pitch is only as good as the amount of time spent listening to the prospect’s needs and trying to build a relationship with them. “They need to understand why they need what you’re selling,” she says, “not just what you’re selling.”