One of my job descriptions at the church is to foster outreach among our members. I'm only one person so I can only reach (at the most) as many as one person can reach. Far more productive would be members desiring to reach friends, neighbors, and co-workers. So I've encouraged many our members at Hope to begin to build deeper relationships with such people; in other words, I've asked people to simply make some more friends with folks who don't have a church home.
As relationships are formed, conversations regarding things more important than football or fishing will eventually come up unprovoked. They will come up naturally. And that is the 'pitch' I've been 'selling.'
I've become good friends with a guy I met working out one day. We now workout together several times a week. But up until last week, we had never really had any 'spiritual' conversation. It just hadn't happened, and I was beginning to wonder why nothing had happened; I was questioning my own sales pitch.
However last week that all changed, and he brought it up. We got to talk about some meaningful stuff. Church, protestant/Catholic questions, books read, spiritual background, etc... I prayed regularly for opportunities and after 6 months or so, just a month before he'll be leaving the state to take another job, the ice finally cracked. I was stoked.
At the very least I made a friend: a friend who will probably be coming to church to hear me preach. Hopefully we'll get some more chances to talk. But regardless, making friends with unbelievers will put us in opportunities where we'll eventually be used to express the truth. It may take a while, but it will happen if we pray and put ourselves in such situations.