Why Buy?

Choose this exercise

Purpose: Analyze real-world product appeal and practice delivering an audience-focused pitch.

Use it when: Use in sales, marketing, or communication workshops when participants need rapid practice structuring a persuasive value proposition.

Skip it when: Skip when participants lack internet access or devices for quick product research, or when the group needs an introspective, low-speaking session.

Group arrangement: Teams of 3 or 4 participants; where total headcount leaves an indivisible remainder (such as 5, 7, or 17), form one team of 5 or allow pairs. Up to 6 teams pitch to the whole room in sequence.

Timing: Expanded to 50 minutes to accommodate the source's 20-minute research block, presentation rounds for up to 6 teams, and a structured debrief.

Materials and tools

• 1 sheet of flipchart paper per team
• 2 marker pens per team
• Laptops, tablets, or smartphones with internet access (at least 1 device per team)
• 1 timer or countdown clock visible to the room
• Pre-assigned list of companies or everyday products (printed on cards or written on a board)
• Notebook paper or sticky notes for individual takeaways

Before participants arrive

1. Print the prepared list of products or companies onto individual cards for distribution, or write them clearly on a board for assignment.
2. Check that room Wi-Fi is active and accessible.
3. Distribute flipchart paper and markers to each team work area.

Say this to open

Welcome. Each team will receive a specific product or company. You have 20 minutes to research what makes it stand out, identify who would want it, and draft a two-minute sales pitch. Focus on answering one core question for your buyer: why should they buy this? After research, every team will pitch, followed by quick feedback from the room.

How to run it

1. Form teams and assign products 3 minutes

   Divide participants into teams of 3 to 4. For counts like 5, 7, or 17, allow a team of 5 or a pair so everyone participates. Hand one product card to each team from the prepared materials. Confirm every team has at least one working research device, markers, and flipchart paper.

2. Research and build pitch 20 minutes

   Start the 20-minute countdown. Teams research their assigned subject, define their target audience, identify key benefits, and write a 2-minute pitch on their flipchart. For example, a team assigned a commuter bicycle company might focus on fuel savings, durability, and urban parking ease rather than technical gear ratios. Give a 5-minute and 1-minute warning.

3. Deliver pitches and peer feedback 18 minutes

   Bring the room together. Call on each team in sequence to deliver their 2-minute pitch. After each pitch, invite 1 quick observation or question from peers (up to 45 seconds). With up to 6 teams, this runs approximately 16 to 18 minutes. Keep time strictly.

4. Debrief and takeaway notes 9 minutes

   Lead a whole-group discussion using the debrief prompts. Limit vocal responses to 3 or 4 contributors, keeping each contribution under 1 minute. Conclude by giving everyone 2 minutes of quiet time to write down personal takeaways or reminders about persuasive pitching strategies.

Debrief questions

• Which pitch strategy made a product seem most appealing to you as a buyer, and why?
• What common elements distinguished the clearest sales pitches from the rest?
• What is one tactic from today that you will use in your own communication or sales work?

Finished output: Each team produces a written flipchart pitch outline and delivers a spoken pitch; every participant writes down individual takeaways or reminders about persuasive pitching strategies.

Remote

Run via video platform with breakout rooms. Assign each breakout room a digital whiteboard or shared slide and an assigned company. Teams research and draft their pitch online for 20 minutes. Reassemble in the main room; each team shares their screen or camera for their 2-minute pitch. Audience members submit questions and feedback in the chat.

Hybrid

Form fully in-person pods and fully remote pods where numbers allow, or pair remote participants via individual video terminals at dedicated tables. Ensure remote teams share slides while in-person teams display flipcharts on camera. Moderate chat and in-room hands alternately during pitch feedback and debrief.

Access and participation choices

• Teams may divide roles freely into researcher, writer, timekeeper, or speaker so no individual is required to present aloud.
• Participants may pass on speaking during pitch delivery or the debrief and instead contribute notes or written feedback.
• Provide large printouts of assigned product profiles if screen-based web research is inaccessible for any participant.

If the session gets stuck

A team spends all 20 minutes reading details and runs out of time to structure the pitch.

Give a 10-minute mid-point prompt instructing teams to stop researching and spend the remaining 10 minutes drafting their key buyer benefits.

Pitches run over the 2-minute limit, threatening debrief time.

Hold up a 30-second warning card during each pitch and call time firmly at 2 minutes, transitioning immediately to peer feedback.

A team feels stuck or overwhelmed trying to summarize a complex company.

Prompt them to pick exactly one core customer profile and state the single biggest problem the product solves for that customer.

Terms used here

• Sales pitch: A brief, persuasive presentation aimed at convincing an audience to purchase a product or service.