The Winning Pitch #2: 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!
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. If you don’t feel that you can do this, then chances are you won’t win, because yours may be a “me-too” pitch jammed in with the rest of the pack.
One of the key ways you can change the client’s world is by telling them something that they either don’t know already, or haven’t given enough thought/priority towards.
It’s not easy to come up with a special insight or two. It will take the most experienced and lateral thinkers from your business. But that’s usually what wins pitches, so you need to set aside the time.
In his excellent book The Perfect Pitch, Jon Steel mentions that was one of the ways he won the Porsche account. It seems in the 1990s that Porsche executives did not realise what the rest of the world thought about their cars – that they were “driven by assholes”. The pitch that Steel made was about providing research into this attitude and this one insight formed the backbone of a very successful and creative advertising pitch.
Come back soon to our blog for The Winning Pitch #3 – “Ability to deliver solution!” What you have to do when you’re pitching is to show how you are going to actually deliver the solution.
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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