10½ ways to win a pitch
Competitive markets are the norm and your clients and prospects are almost certain to have a wide variety of choice of suppliers.
Your business offer is not your only selling point. How you pitch your products and services will determine your success.
Poor preparation and/or presentation at the pitching stage will enable your competitors to get a foot in the door. You need to excel and get one step ahead of the competition.
Here are 10½ successful tips to help you win your next business pitch.
1. Focus on the client
Have you ever been to the tailors? It’s all about you. The style of suit you require, the cloth, the lining and your individual measurements. Think of your pitch in terms of a Saville Row fitting.
For the duration your client should feel as though they are special because you are going to be offering something tailor made for them. Refer to your clients throughout and highlight the benefits they will receive from working with you.
Use words like ‘you’ and ‘your’ more often than ‘me’ and ‘my’.
2. Think about different styles of communication
There are a multitude of ways you can present your pitch. Here are some important factors to consider:
Attention Span: Prevent minds wandering by interspersing your pitch with a variety of props. Whether it be something you can hand around, a video clip, or an anecdote, stimulate as many senses as possible.
Keep your audience entertained: Even if your pitch is to senior management don’t be put off including something a little out of the ordinary. I’m not suggesting bunnies being pulled out of a hat, just something that will make an impression; your clients will appreciate it.
Audience participation: Get everyone involved. Take a quick vote on a topic relevant to your subject or invite opinions and questions on certain points. Be sure to keep this under control so attention is still primarily on you and your pitch.
Confidence: The more you practice the more confident your pitch will be. Nobody is filming you to get £250 from “You’ve Been Framed”. They are hoping you have the solution to their problems, so make the most of this opportunity to prove that you have.
3. Focus on the benefits rather than the methodology
Everybody has their own area of expertise and your pitch should be mindful of this. You are offering benefits which appeal to a prospect. They do not need to know how you are going to deliver your service but simply how it would add value.
For example, if your plumber gave you a step by step account of how they are going to change your boiler and how much work is involved you might well decide to stick with your old boiler. If you are told a new boiler will be installed with minimum fuss, it will keep your house toasty during the winter and is more fuel efficient than your old boiler, job done.
4. Use language and terminology to suit your audience
People's minds tend to wander around 6-8 minutes after you have started talking, so language is vital to keep your audience with you. Maintain fluent and comprehensive language throughout the pitch. If you use terminology specific to your area of expertise explain to the attendees the meaning so they can fully understand.
5. Think in terms of a conversation rather than a pitch
Being a good conversationalist will help enormously when pitching to a prospective client.
For this you need to listen to what your customer needs and desires. Learn what they value about your product and you will have their undivided attention.
6. Keep it simple
If the pitch is going well recognise this but don’t get too carried away. It is very easy to keep offering services which you may not be able to deliver.
7. Don't be shy of the competition
Whilst knowledge about your prospect is important this must be complemented by knowledge of your competitors. It is misguided to think they will go away if you ignore them, rather, they will bite you on the bum when you are not looking. Keep yourself fully up to date with the people you will be pitching against. Then, go beyond your competitors’ current offerings to devise a creative, service solution that addresses your customers’ exact needs.
8. Believe in your messages
Is there no end to the list of things you do?
You’ve got the content sorted out but you need to be fluent with this in order to present it effectively. If you don’t believe you can offer great benefits to your prospect there is no way they will choose to work with you.
However, don’t overdo it. Sincerity speaks volumes and will suffice without you having to do back flips.
9. Try to establish the key decision makers ahead of the formal pitch
Knowing your market is important to the success of your pitch. But there is another factor – the key stakeholders influence. All firms have different approaches when it comes to making decisions. Research ahead so before you begin your pitch you are already past the first hurdle to getting a deal.
Look at the buying culture of the organisation and the people who are authorised to make the final decision. Look at who you need to be pitching to. Can you meet them beforehand, whether on a business or social level. This may provide you with a whole new perspective of their specifc requirments.
10. Dont sell yourself short
Use testimonials and share the risk.
It is totally acceptable to give examples of your success. You know you offer a good product and service but you need to get this message across successfully to your prospects so they are persuaded that in choosing you they are making good use of their money. To assure the prospect of your worthiness use both written and video testimonials from existing clients.
10½. Follow up on promises however small
How often have you heard, “I’ll send it as soon as I get back to the office” and nothing arrives? If you say you are going to do something, do it!!
It could be sending through a report on a similar proposition to the one you have discussed or sending through contact details. Send them when you said you would and you will be remembered for it!
People do business with people; it’s attention to the minor details that form that perfect pitch.
This month's famous feet
Bernard sat next to Will Hutton at the recent Advertising Producers Association, Future of Advertising event in London.
Will Hutton, is a perefct fit for Size 10½ Boots, as he wears a size 10½.
What our clients say about us
I do feel the firm has benefited from your experience and have found it most useful to get an external view of the practice. I am sure that you have motivated many of the partners and staff within the practice and I hope they have gained something.
Tom Hindmarsh, Partner, Duncan & Toplis
Bernard Savage led the research project for us. His approach is commercial and pragmatic. He does what he says he is going to do in a professional and diligent way. Bernard has demonstrated that he understands our business needs and is helping us to achieve our growth objective.
Duncan Mackinson, Director of Business Development, GSL UK Ltd, Business Services
Famous feet
Madonna
Singer/Actress
Shoe size: 5
