As a new business, you’ll be under a lot of pressure to win clients fast. You’ll need a convincing sales pitch to prove new clients you’ve got what it takes to become a trusted partner. Here’s how to create a successful sales pitch that will get you results.
How to prepare for a pitch
Every sales pitch you create should be customised for the individual client. To do this, start by identifying the pain points in your client’s business and how your service can solve them. It’s also important to understand the culture of the organisation you’re entering and, with that, the tone of voice they might respond to best. For example, if you’re meeting with a corporate client, you might choose a more formal presentation style. However, if your client is a dynamic startup, a more casual approach may get a better result.
What to include in your pitch
If the client has provided a tender or brief, then your pitch should stick to its structure and address all criteria provided. You should be clear about the value you’ll bring to the table and how your service will benefit their organisation. Just make sure to back up your claims. The use of real-world case studies or examples of how you’ve delivered on these promises in the past can support your credibility.
How long should your pitch be?
The answer to this question does depend on the individual circumstances of each pitch meeting. Again, if a tender has been offered, your pitch should be as long as is required to address the provided criteria. If you’re flying without a tender, it’s a good idea to ask the client to clarify their expectations. A short ‘elevator pitch’ should briefly express your key points in just a couple of minutes, while a more detailed ‘introductory pitch’ could be used in an initial sit-down meeting. You can then use a more comprehensive ‘deep dive pitch’ after the client has shown strong interest in your services.
Dos and don’ts during your pitch meeting
- Don’t focus your attention on one person. If you’re meeting with a group of people, be sure to make eye contact with all of them so each person feels included.
- Do invite questions. Stay focused on the specific needs of the client in question, and how your service will meet these needs. Hosting a Q&A session will show you’ve done your research.
- Don’t waste time. Test your tech before the meeting and ensure you are confident with any presentation tools or software you’re using. Glitches can frustrate your audience, interrupt their focus, and tarnish your professional image.
- Do include a call to action at the end of your pitch. This should clearly set out the next step the client can take if they would like to progress the relationship with you.