Client pitch tip 1: Put in a call first
FIRST, contact to the person organizing the tender prior to the pitch. Learn what’s of core importance to their company. Find out:
- How the tender came about;
- Who holds the purse strings;
- What their buying criteria are;
- What other companies have been invited to tender;
- Who’ll be on the panel for the pitch.
This leaves you free to hone in on what's of key importance for the client, and what your unique selling points are.
Client pitch tip 2: Choose your battles
Sometimes you’ll get the feeling you’re unlikely to win a pitch no matter what you do. Maybe the company is re-tendering only because it has re-tender policy after a certain number of years, and their existing supplier is actually a shoo-in for the next contract. Is it really worth wasting your time, energy and money on such a tender?
Client pitch tip 3: The faces must fit
Make sure the people who will be servicing the client are the ones who
attend the pitch. Prospective clients realize that your business development director is unlikely to be their day-to-day point of contact.
Client pitch tip 4: Put yourself in the client’s shoes
A practiced rendition of your capabilities and key services is not a winning tactic. When crafting your presentation put yourself in the client's shoes, and tailor it so you are addressing their needs, not your accomplishments.
Client pitch tip 5: Converse, don't lecture
Prospective clients will not thank you for telling them what they do or don't need. Use phrasing such as 'In our experience…', 'You have told us…', 'One potential solution might be…'
Client pitch tip 6: Question time
Allow up to two thirds of your allocated time for questions. Remember: your technical competence is a given. Fielding questions is an opportunity to increase your credibility client and increase engagement.
Client pitch tip 7: Practice makes perfect
If your first run through is on the morning of the pitch in your Ford Mondeo in the client’s car park you’re unlikely to be slick and considered when it counts, In a pitch, the client is looking to see who has taken the time to prepare.
Client pitch tip 8: Lose the slides
Ever been stuck in an interminable PowerPoint presentation? Watching someone repeat what they’ve written on a bunch of slides will have your prospective client on the edges of their sleeping bags, not their seats. If you have material you feel is of value to the client, hand this out in an engaging printed format at the end.
Client pitch tip 9: Win or lose, follow up
For every pitch there’s a winner and losers. Whether you win or lose, always seek feedback on why you were or weren't chosen. Use this information to inform how you go about pitches in the future.
ABOUT THE AUTHOR
Heather Townsend runs The Efficiency Coach, a consultancy that specializes in working with professional service firms, SMEs and entrepreneurs.
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