1. The easiest way to get what you want (i.e. a client’s money) is to give them what they want – or need. Whose money is it anyway?? It’s all about them, their company, their problems, their fears, their needs, their threats and their wants. Research your audience, personalise your pitch by using relevant case studies and only use admissible and appropriate language and jargon. Only talk about yourself and your company, when relating how your qualifications, experience and abilities can help them get what or where they want.
2. Find out what they want – where they are and where they want to be. Listen aggressively and ask questions. Pay attention to what they say – ask questions to gain more detail or to check that you have really received what they have broadcast, summarise back to them your understanding of their situation, take notes, use their names. Prescription without diagnosis is pants!
3. Treat people like people – People buy from people they like and trust, especially with the declining trust in that corporate logo on your business card!!! Don’t rush in and knock people over – assess and respect the speed and mood of your audience. Be in the room, employ attentive eye contact, and switch off your Blackberry! Focus on being a human who can help. Long-term loyalty is built up by real long term commitment – relationships count, especially in a credit crunch. (Pitch productivity success rates are great for managers, rubbish for pitch teams – focus on gaining or retaining happy trusting clients one at a time – the numbers and the ratios will look after themselves.) The risk/reward ratios of the client are what you should be focusing on – your impact on them, their career and their organisation is much more than just the project investment or your fee structure. It is where you as a professional could take them, their organisation or their career. ROI and a trusting relationship are a very strong pair. continue reading »