The Winning Pitch #6: 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!
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. The reason is clients may want to partner with you for several years at least, without having to go through a regular buying process which costs them time and money.
As such 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
– You are investing in your company with innovation and technology
– You are continually investing in your people to ensure that they are happy, stable and always learning.
If your financial stability “goes unsaid” then you are inviting a level of nervousness.
Now that you know clients are actively assessing your financial stability then you can introduce it into your pitch.
Come back soon to our blog for The Winning Pitch #7 – “Position within your own sector!” Your average pitching audience will see 3 of your competitors. Sorry if this is the first time you are about to hear this: from your clients perspective you probably all look the same!
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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