Pitching A Client Is A Science: 5 Steps To Perfect The Process

by Amy Bridgewater

Throughout my life, I’ve seen sales and marketing specialists try to close a deal by demonstrating a product or showing their company’s strengths. Their strategy was completely done on the basis of their speech and, ideally, their abilities to establish personal connections with customers in a brief period. 

Despite their best efforts, this method frequently resulted in some kind of a one-time project meeting with really no agreement or follow-up, which could be lots of reasons but in my experience, these are the main ones:

  • Not focused or not a clear target
  • No clear business need is defined
  • No clear solutions  are demonstrated
  • Lack of preparation and confidence

Do you want to ace your next big business presentation? Conventional wisdom will help you out here. That is, without a doubt, sound counsel. You can’t just go with any story, though. You’ll require the appropriate one. And you can’t just recite it off the top of your head. 

You must construct it plank by plank, carefully setting each one into place. A pitch that is improperly constructed will break apart. To create a rock-solid pitch, follow these five steps. Once you’ve established how your pitch will end, begin planning how you’ll get there.


1. Research

This is a two-step process. Firstly market research on each customer to understand the client’s needs. Are they seeking a solution or service similar to the one you provide? What are they doing now? How well does it perform?

Second, you should do competitive research to get situational awareness. Who is presently assisting this client? Are they at risk? Who else is interested in selling comparable goods or services to this client? What distinguishing traits or differentiators do they provide?


2. Start from the End

As we all know, every storyline has a beginning, a middle, and an end. It’s not the same when you’re preparing a pitch. Only after you’ve chosen how you’re going to end should you consider how you’re going to set the stage.

Similarly, you may be inclined to go straight into the specifics. Visualizing the framework of your pitch. When you’re done, where do you want to leave your client? Begin from there.


3. Create a Plan

Start sketching out how you’ll get there once you’ve established how your pitch will end. Reduce the main points of your tale to three basic assertions and organize them in a logical manner. 

When knowledge is presented in three pieces, our brains are better at understanding it. Then, for each point, identify up to three pieces of evidence to support it. Make care to personalize each one to your client’s requirements.


4. Differentiate

Include quantifiable/measurable statistics in your presentation that demonstrate why your company is the only one capable of delivering the solution you’re offering in the shortest, most cost-effective manner surpassing the differentiators offered by the competition. 

This might take the form of advantages you obtained for previous clients who implemented a comparable solution, the speed with which you can provide the solution in comparison to the market average, and so on.

A common business tool RFP and your team may find itself preparing one rather than proposing business in person. You’ll still need a tale, though. Find a unique, narrative-driven answer. That illustrates your complete understanding of the client’s needs and your strategy for meeting them. Because RFPs are typically written as a series of questions, bids often take the shape of a list of replies. 


5. Now pass the presentation

So you’ve devised a wonderful, well-targeted tale. The final thing you have to do is polish it in the telling. The easiest way to accomplish this is to imagine someone who heard your pitch recounting it to someone who wasn’t present at a BBQ, explaining why you got the job. Congratulations, if person A can persuade person B buddy who isn’t familiar with the industry why you got the contract. Your narrative is flawless.

When giving a presentation to a potential customer, bring the solution architect along. He or she should present the answer as someone who has “done it before,” lending instant credibility to your organization. Allow the customer to provide input and simply provide the most important details. This is an essential opportunity to learn more about the client’s business needs, how they feel about your product, and whether there are any other areas where they could need help.


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Amy Bridgewater is a renowned Marketing Consultant, working with businesses to increase their online visibility and expand their customer base. Join Amy’s community to grow as an entrepreneur.

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