The Winning Pitch #9: 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!
9. Chemistry of the team
When your clients are watching your pitch, there is a portion of their attention (albeit at times subconscious) that is directed towards your teamwork. Chemistry is defined in Wikipedia as “the science of matter and the changes it undergoes”. Note that there are two dynamics here – the original form, and then change.
What does this mean for chemistry within your team? Well, the same two things. Winning teams are the combination of personalities in your team, but it is also the way you change with, and react to, each other.
In other words true team chemistry is not just how you appear, but the small changes that you go through in the room while you are pitching.
It’s the changeovers, the reactions, the subtleties, the respect you have for each other (not doodling while the other person is speaking for example!) and the way you bounce off each other that count. Chemistry is the jokes you share, or the way you throw across the room to your Account Manager for an example or anecdote. It’s the slight brush of a hand on your shoulder as your GM stands beside you, talking about you warmly and genuinely.
Teamwork is greatly aided by rehearsal. Be aware that it is very difficult to “create” chemistry between people because it may come across as fake or forced. Team chemistry shouldn’t be the aim of a session, but rather a pleasing side effect of rehearsal.
Why do clients rate team chemistry so highly when they are watching pitches? Because it is an indicator of so many other things, such as:
– Respect: If this team respect each other (for example don’t interrupt) then they probably have a healthy working relationship. If they respect each other’s expertise then it probably represents a well structured and talented business
– Experience: If this team work well with each other in the pitch then it means that they have worked together in a stable environment for a while in the real world too
– Easy to work with: A pitching team in harmony and good humour indicates to the client that they will be easy to work with.
Come back soon to our blog for The Winning Pitch #10 – “Performance against industry benchmarking!” When your clients are watching your pitch, there is a portion of their attention (albeit at times subconscious) that is directed towards your teamwork. Chemistry is defined in Wikipedia as “the science of matter and the changes it undergoes”. Note that there are two dynamics here – the original form, and then change.
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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