In a previous blog I looked at the golden question – what do clients look for when you pitch to them?  What defines success – and a win for you?

The first five criteria were mentioned:
1.  Previous relevant experience in their sector/category
2.  Special insights into their issues/problems/audiences
3.  Ability to deliver a solution
4.  Cost effectiveness
5. Strength of senior management

 Here are the next 5 reasons why clients say “Yes!”
 

6.  Financial stability

 
No prospective customer will be interested in a partnership that will be soon brought to a screeching halt when you become insolvent! 

So please make sure you point out to the customer the highlights of your financial success.  For example:

• You have been active in the market for a number of years,
• You count X, Y and Z as some of your biggest clients, and
• You are investing in your company with innovations and technology.

7.  Position within your own sector

Your average pitching audience will see 3-6 of your competitors, and even though you know what you offer, it may all look like the same thing from their side of the boardroom table.
So you must differentiate, and that means declaring your market position.
For an understanding of positioning, there is no greater book than “Positioning, The Battle For Your Mind” by Trout and Ries. 

They reasoned that each market segment is like a ladder – for example in the “Cola” category there are 5-6 main players forming the rungs of that ladder.  Each cola has a position – a stake in the ground.  For example, diet, upper class, a mixer, the real thing…
With that in mind, are you clear about your position in your sector?  Is it  “100% digital”, or “we come to you”, or “guaranteed success”.  For a position to be viable, then you usually have to be first, and if you’re not first then you need to do it much better!
 

8.  Creativity of your solution

 
If you are in a totally non-creative industry, then please skip to number 8!

But I think most industries are creative, even if you don’t realise it right now! 

Creativity is how refreshingly different your solution is.  It might for example look at the problem from a different angle (maybe the customer angle, or the media angle). 

Creativity is important to differentiate yourself, but it also has to be a part of the solution.  You are solving a business problem, not a creative problem.

And if you think creativity only belongs in an advertising agency, think again. 

You can be creative with how you structure account service, how you order your logistical solution, how you present a contract – there are all sorts of opportunities to demonstrate “out of the box” thinking.

9.  Chemistry of the team

Chemistry is defined in Wikipedia as “the science of matter and the changes it undergoes”.  Notice that there are two dynamics here – the original form, and then change. 

What does this mean for chemistry within your team?  Well, the same two things. 

Winning teams are the combination of personalities in your team, but it is also the way you change with,  and react to, each other.

So in the pitch, true team chemistry is not just how you appear, but the small changes that you go through in the room while you are pitching. 

It’s the changeovers, the reactions, the subtleties and the way you bounce off each other that count. 

10.  Performance against industry benchmarking

Won any awards lately?  Been the subject of a survey, or some research?  Have you had the opportunity to statistically prove how good you are – compared to others in your industry? 

This is all important information. 

The reason is that industry benchmarking can move the pitch topic – even if for only a minute or two – from opinion to fact. 

And undeniable fact is part of a compelling argument for clients. 

So there are our top 10 reasons why clients will choose you at your next pitch.  Knowing this information, you can ensure your next pitch is a winning one.  Any questions, or if you would like me to help you win your next pitch, then please contact me today!