Pitching local businesses is simpler than most people think — especially when you show up with a working demo. This guide gives you the exact script, the right questions to ask, and how to handle the conversation from cold intro to signed deal.
Before you pitch: research takes 5 minutes
Before approaching any business, spend 5 minutes on:
- Visit their website — does it look like they get many enquiries? Is there a contact form but no live chat?
- Check their Google reviews — are any reviews about slow response times or difficulty getting information?
- Check their Instagram/Facebook — are people commenting with questions the business hasn't answered?
These signals tell you exactly where the pain is — and give you something specific to mention in the pitch.
The 5-part pitch structure
① The hook (30 seconds)
Open with what you do in one sentence, focused on outcome not technology:
"Hi, I'm [name]. I help [niche] businesses like yours get more bookings and answer customer questions automatically, even at night and on weekends — without you having to lift a finger."
Do not say "I build chatbots" or "I use AI". Lead with the business outcome.
② Surface the pain (ask a question)
Get them talking about the problem:
- "How many missed calls or unanswered messages do you get each week?"
- "Do customers often ask you the same questions — prices, availability, what services you offer?"
- "Do you ever get enquiries in the evenings or weekends when you're not available?"
Every business owner will say yes to at least one of these. Their answer is the pain you're solving.
③ Show the demo (show, don't tell)
Open your phone and show your demo agent. Ask it the exact questions they just mentioned. When they see their own questions being answered instantly, by an agent that looks like it's for their type of business — the pitch is essentially over.
"This is what it would look like on your website. A visitor can ask anything — opening hours, prices, availability — and get an instant answer, day or night. Watch."
④ Bridge to ROI
Connect the demo to money:
"If your average client is worth £[X] and this helps you capture even two extra enquiries per month that you were previously missing — it pays for itself many times over."
⑤ The close
One clear, direct ask:
"I can have this set up on your website within the week. Would you like to go ahead?"
Handling "not right now"
If they're interested but not ready: "No problem at all — can I send you a short demo video and some info? Then if it makes sense, we can pick it up next week." Get their contact details and follow up in 3–5 days.