How to Pitch Potential Clients
Creating a captivating pitch that holds your audience’s attention involves preparation and hard work. Your success rate will skyrocket if you take the time to research your potential client’s needs, and have the confidence to tailor your script to the conversation at hand.
Know Your Audience
Before you engage in a dialogue with your audience, conduct research to ascertain what needs they have that you can meet. Tailoring your pitch allows you to show why your product is best for your client specifically. By highlighting the features you offer that align with your audience’s strengths or weaknesses, you create an open forum for focused, further discussion.
Be the Answer to Their Problem
Since you have done your due diligence, you no doubt have some solutions to problems your client faces. Customers respond with greatest alacrity to conversations that offer unique solutions. Your pitch should diplomatically reference a specific area of weakness, then offer one or more ways that your particular product will benefit the client.
Pitch to the Decision-Makers
Ensure that you are speaking with those who make the decisions. Your pitch may have been spot on, but if your audience lacks the power to seal the deal, you will have wasted your time and theirs. If you are not certain of the appropriate candidate, simply ask your company contact in a direct and respectful manner.
Be Ready for Objections
Your presentation must be not only well-researched and problem-solving, but also one step ahead of the game. What objections might the client raise? Are there potential drawbacks for your audience? Typically, clients will hesitate on the basis of four categories: Budget, Authority, Need, and Time. If the client feels pressed for time or money, be prepared to outline ways your product can save both of those in the long run. Similarly, have convincing counter-arguments for questions of authority or necessity. Use your product and customer research to finesse objections in a rational and well-informed manner.
Plan to Change Plans
Always enter the arena with an open mind. Even if your pitch is as well-crafted and customer-oriented as you can make it, your client may express the need for something different. Take the time to truly listen to the buyer. If you can align your pitch extemporaneously to your audience’s needs, you have a much greater chance of success than if you stick firmly to your script.
It’s Not Over Yet
Your pitch has been well-researched, attuned to the buyer’s needs, and flexible. Now is the time to call for action. You must be the one to suggest further steps. Though the client may not be ready to finalize the agreement, you can urge forward motion by suggesting a follow-up consultation or trial access to your product. Be proactive in order to ensure growth and mutual satisfaction in your newly-formed partnership.
