Posted in Presentation skills by Mary
December 27th, 2011
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 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. 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!
So here’s the list – keep it handy while you’re preparing for your next pitch!
10. Performance against industry benchmarking
Won any awards lately? Has your company 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? Has there been any consumer comparison data produced?
This is very important information to get across in a pitch.
The reason is that industry benchmarking can move the pitch topic from opinion to fact. From “this is how good we think we are” to “this is how good others think we are”.
If you haven’t entered any industry awards maybe this is the year you could consider it. Yes, it’s a lot of work. However there are benefits – it can really help to focus what your company has achieved, producing some great materials for your next pitch.
And it can bring people together from various internal departments.
But most of all, preparing for an award or commissioning some research is a great way of ticking this important box for a client.
(Incidentally at Natural Training one client of ours said that winning an award increased his billings by about 100%).
Make your next pitch a winning one!
A pitch is a high energy process – often fun and sometimes frustrating. It is usually a time of great uncertainty too. From the outset you are never 100% sure that you are going to win, which makes it a nervous process full of guesswork.
Your aim throughout the pitch preparation process is to bring as much certainty to the process as possible. While not conclusive, this list of criteria should go a long way to helping you get that certainty.
Give us a call at Natural Training if you would like us to show you why we are considered a sure thing by many of our clients looking to win their next pitch.
Would you like Mary to run some training for you?
Simply call 020 7613 7830 and we will organise for Mary to train you and the team.
Visit our blog for more great sales advice”.