A description of your offering and its benefits.
An attempt to get the customer to either buy immediately or agree to an appointment. (The close)
However, sales pitches almost always fail because they flood the prospect with information and then demand a commitment. It's too much, too soon.
Rather than pitching, your goal at the beginning of the relationship should be to start a conversation. For example, suppose you're making cold calls. There are two ways to do this:
1. A sales pitch:
You: I'm John Doe calling from Acme, a leading provider of cloud-based services that increase productivity and save money in the following ways... yada, yada, yada... Our product has these unique features... yada, yada, yada... If I could show you how to save 100%, would you be willing to meet with me for an hour for a free estimate at no obligation?