In the third of a five-part series of articles based on advice from UK government-funded advisory body Businesslink, we look at ways that small companies can sustain a client roster when competing against big brands. PART 3: PITCHING TO BIG CLIENTS.
FOR A number of small- to medium-sized businesses, competing in markets dominated by big businesses will mean conducting business with larger firms and organisations themselves. For this, a sound business strategy and a polished approach will pay dividends.
Spend time researching target clients
Immerse yourself in the affairs of the company to whom you are pitching – understand their ethos, history, how they conduct business, and learn all there is to know about their company culture. While you should have an intimate understanding of the area of business in which you are dealing, it’s important to maintain an overview of the organisation as a whole.
Identify the right point of contact
Dealing with the right person is essential to your chances of success. Persevere to secure the meeting you need with the right person. Who’s the right person? The one who can make the decision.
Big clients demand professionalism
Ensure that everything about your company and the people who represent it is ultra-professional. Be well presented and punctual, and when presenting to a prospective client, be confident, and make sure to communicate your unique selling points.
Client presentation do’s
- Pitch expertise, not ideas, and back this up with figures, outcomes and scenarios.
- Rehearse.
- Be aware of your own needs, and don't sell your business short.
- Listen more than talk, and demonstrate you are listening
- Engage everyone in the room, and remember people’s names.
- Choose appropriate samples of work; there’s no need to provide a complete back-catalogue of your company’s work.
Client presentation don’ts
- Don't read from notes.
- Don't use slides as a crutch.
- Don’t criticize your competitors.
- Don’t oversell.
- Don’t assume anything
- Don’t try to answer questions to which you don’t know the answer.
Offer prospective clients the right incentives
Make sure any incentive you offer is relevant to the business to which you are pitching. For example, find out about their social responsibility programmes - is there anything your business can add to their efforts?
Related posts
How to win against big brands # 1
How to win against big brands # 2
How to win against big brands # 4
How to win against big brands # 5
Client insight: Presenting to clients
5 Secrets to successful client meetings
How to Win against big brands: # 3
26 Aug 2009
Planet Client is the only online editorial resource dedicated to giving small to medium sized enterprises a deeper understanding of how to win clients, retain clients and understand clients.
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