So, the golden question – what do clients look for when you pitch to them?  What defines success – and a win for you?

This is a difficult question to answer in just a few words.  The reason is that that clients alter their priorities across industries.

For example, in relatively immature industries, such as Web Design, a proven track record of success, plus a financially robust balance sheet, are both essential elements that clients will look for.

In mature industries, such as Logistics, it’s quite the opposite.  Clients know that the top logistics companies are on the whole successful and financially robust.  Instead, clients might be looking for freshness, energy and innovation in this mature industry.

But there are loads of other considerations too.  The following list is partly reproduced from Neil Flett’s excellent Pitch Doctor book – I have added some comments to the side of them to help provide additional insights.

Your job prior to the pitch is to find out which of these points are right up the top of the client’s assessment notes. 

If you get them right, and focus your pitch in those areas, then you will have much more chance of success!

TOP 5 CRITERIA FOR WINNING PITCHES:  WHAT DO CLIENTS WANT?

1.  Previous relevant experience in their sector/category

With your case studies, consider using the “Challenge, Solution, Result” structure.

If the “Result” section is written or spoken in the client’s words, even better!  And of course even better than that is that if you have any successful track record with the client, be sure to mention it. 

Clients want to know that you can hit the ground running to help reduce induction rollout costs.

2.  Special insights into their issues/problems/audiences

Your aim with a pitch is to change the client’s world. 

If you are a “me-too” pitch, then you will deservedly be jammed in with the rest of the pack. 

Tell them something that they either don’t know, or haven’t given enough thought/priority towards.

3.  Ability to deliver solution

Note the wording here:  deliver solution. 

This is not “ability to present solution” – that’s the easy bit!  

What you have to do when you’re pitching is to show how you are going to actually deliver the solution.

Show them the people who will be rolling out the solution – their personalities, drive, ambition, track-record.  Plus a simple to understand rollout-plan!

4.  Cost effectiveness

Not price, but cost effectiveness.  

Make it your business to know the difference! 

A price alone has no value.  But when you put it into a pot with anticipated (or guaranteed) results, added value, benchmarking, success-measurements & performance incentives then you have cost effectiveness!

5.  Strength of senior management

Who’s driving the strategy, thinking and financial success of your company? 

Your senior management needs to put their heart & brains on display – and not just sit there nodding.

They are the first five criteria. 

Of course there are more. 

In upcoming blogs we will be examining Needs 6-10 including;

• Commitment to targets and evaluation, 
• Dedicated resources available and
• Creativity of your solution.

Until then, happy pitching!