The Winning Pitch #1: 10 reasons why customers say “yes”
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!
1. Previous relevant experience in their sector/category
Clients want to know that you can hit the ground running to help reduce induction rollout costs. All things being equal between suppliers, then clients might choose the supplier that already knows them, their industry, key personalities and issues. Educating a supplier can be an expensive process. Your clients will want to cut down on these costs as much as possible.
Additionally, there is something reassuring about a track record. It means that you have got some results and learned from your mistakes – on another client’s time!
How do you demonstrate experience? Well the first thing to realise is that it doesn’t “go unsaid”. You must absolutely showcase your experience in your pitch. You can do that with testimonials (client video interviews work well) and case studies.
With your case studies, consider using the three-stage “Challenge, Solution, Result” structure. If the “Result” section is written or spoken in the client’s words, even better!
Selected evidence that you have operated successfully in their sector is crucial and will fundamentally change the dynamic of your new business pitch.
Come back soon to our blog for The Winning Pitch #2 – “Change their world!” Your aim with a pitch is to change the client’s world. At the end of the pitch, your client should feel fundamentally different from when you walked in.
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 0207 043 1582 and we will organise for Mary to train you and the team.
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