When it comes to creating a winning sales pitch, one size does not fit all.

There’ll be different circumstances under which you will introduce, plug or promote your product or service. And because you’ll find yourself in different sales situations with different audiences, it’s important that you adjust your style and message accordingly.

Let’s look at three kinds of sales pitches you’ll likely already use today.

1. The Elevator Pitch or Speech

Typically used in informal situations where a concise but clear introduction of your company or product is required. Think about a social event, where you answer the question “so, what do you do?” or, as the name indicates, a brief elevator ride during which you introduce your business.

2. The Cold Calling Pitch

Designed for cold calling and sales prospecting purposes. Its goal is to engage the prospect in a dialog and to secure a sales appointment.

3. The Sales Presentation

Often a formal presentation about your business, supported by visual cues and powerpoint slides and typically given to one or more clients.

It goes without saying that the content and delivery of these and other sales pitches will vary depending on the setting, who initiates the conversation, the product or service you’re describing, whether you’re providing general information early on in the sales cycle or a specific solution later on.

The fundamental ingredients are a full understanding of your business, and as much knowledge as possible about the interests of your listeners. Yes, your pitch is about you, but it’s really all about them—what they do, what they need, and whether there’s a way you can help.

We’ve collected a number of helpful resources to help you develop the perfect sales pitch for each situation.

• How Effective is Your Sales Pitch?
• Improving Your Elevator Speech
• Does Your Sales Pitch Make an Impact