The Winning Pitch #5: 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!


5.  Strength of senior management

If you have an interesting, charismatic leader from your senior management team then it’s a good idea to put them forward.  Humans like associating with power, and your business clients will love a strong, charismatic senior management person.

During the pitch your senior manager must talk from the heart and give some real flavour about your company.

It is up to you to showcase your senior management person as best you can.  If they can’t be there in person, can they record a 60-second video for the pitch?  Could they call in for question time from the airport with a special message?

Don’t underestimate the power of involving this person because they drive your very important corporate strategy, thinking and financial success.  Your clients will like to know that your leaders are accessible people who are thinking of them.

Final tip – if your senior management is in the pitch, it’s important to guide them about content, tone and role.  They need to rehearse just as much as the next person.  You won’t want them to hijack the pitch and run away with the timing because they were ill prepared.

The point is clients will say yes to you if your senior management puts their heart & brains on display. Make it happen!


Come back soon to our blog for The Winning Pitch #6 – “Financial stability!” Does this one surprise you?  It might because (except for a tender process) clients may not usually be forthcoming with questions about your financial performance.  It may not come up at all during the pitch.  Yet it is important to them and will count quite strongly in their reckoning.


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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