If you’re new to sales, you’re probably wondering how to develop your pitch. Chris Lytle, author of The Accidental Salesperson, has some advice. Your pitch should include 3 important "P’s."

In a post on Monster​.com, Lytle describes a common scenario at many companies. A senior salesperson leaves and accounts are assigned to a newbie. As a newbie, you might be tempted to call the existing clients and explain you’ve been assigned to handle their account. This strategy will start off the relationship in exactly the wrong way. Why? The flaw is you aren’t offering anything of value.

The first "P" of prospecting, whether you’re talking to a business that hasn’t yet signed a contract with your company, or a long-​standing client, is purpose. The purpose of your call shouldn’t be solely to introduce yourself. Your winning personality isn't enough to impress the prospect. You need a valid reason for calling. Your call or meeting should offer something of value. For example, maybe your company is rolling out a new product or service. Or, you might call to let them know of an important industry development they might have missed.

Once you’ve stated the reason you’re reaching out to a prospect or client, move on to the second “P” – process. You’ve inserted yourself into your prospect’s busy day. They have meetings to attend, a whitepaper to write, or a candidate to interview. Sure, they’ll listen to you, but you want to make sure you have their full attention. One way to do this is to describe exactly what will happen in the time you spend with them. If you’re giving a presentation, tell them how long it will last. Make sure you keep to the scheduled time frame. To keep their interest, whether you are talking on the phone or meeting with them in person, gear yourself up. Sound and act upbeat about talking with them and happy about the product or service you’re selling. If you don’t seem enthusiastic, how can you expect them to be interested in what you’re pitching?

We all know it’s important to be prepared before entering into a pitch with a prospect, but that’s not the third “P” Lytle discusses. To learn how to bring home the sale, read about the third "P" here.