Successfully pitching for new business depends not only on your ability to think and act outside the square but also on providing opportunities for your customer to do the same.The three rules of the game for capturing new business are simple: plan, prepare and pitch.
Plan
Planning begins with researching whom you want to prospect, why and what you can offer rather than haphazardly approaching a variety of people who may not necessarily be interested in your goods or services. Doing this would help eliminate wasting time and energy with unnecessary meetings, writing proposals and waiting around for "Great proposal, but..."
Alternatively have a robust appetite for knowing what is happening in businesses around you. Dedicate some time every week to researching and evaluating how and why you should align your business with those you are targeting, know how you can value add, be clear in what areas those businesses are trying to grow in, and what successes and failures they have had in the past and what direction they are currently taking.
Planning also means anticipating the needs of potential customer and will give you a leading edge when it comes to keeping the interest high. A successful business activist will be able to weave stories or anecdotes through references to situations that the prospects can relate to.
There is tremendous magic in telling stories, especially if you can illustrate a particular situation they may have experienced. Anticipate the impact of what you are saying to avoid overwhelming, intimidating, or suggesting something that may be inappropriate at the time.
Prepare
Prepare your approach through timely and accurate documentation of current statistics, information and accounts. Attend meetings backed with a professional presentation, demonstrating you have considered the value of the meeting, and that you are authentic about moving forward.
Consider tailoring your style of communication to different personality styles, and the impact your body language, tone and choice of words has on others. Statistics show that 55% of our communication is remembered through our body language, 38% of what we say is communicated through the tone of our voice, and only 7% is communicated through words.
Be prepared to listen to what others are saying. Paraphrase and confirm what you have heard is indeed what they have said. Don't even prepare to respond before others have finished speaking, as all you will be doing is taking turns talking!
Pitching successfully for new business depends on your ability to think and act outside the square, and in providing opportunities for your prospects to do the same. Use open dialogue and good listening skills, particularly when you are networking with other business people.
Prior to attending functions, do a little homework before you do your mouthwork! Concentrate on really listening to what is being said, for it will assist you in responding to others. If you can isolate distractions and focus on the conversation, you are in a better position to convert a chance meeting into a productive opportunity.
The Pitch
Having developed a plan - and being more prepared - you are ready for your pitch.
Armed with knowledge of their background and concerns, your approach to prospects must be targeted to address their issues. Your goal is to deliver a clear, concise and achievable picture in the mind and eye of the prospect.
Pitch at moving their current business to achieve a targeted and measurable goal. Demonstrate your knowledge of their business and how they will benefit by partnering with you. Identify the growth areas that will impact on their bottom line and how your business can help them grow financially.
Your presentation skills need to be honed to deliver a memorable approach with every different client and variety of businesses. Vary your presentation to incorporate the three different communication styles a) audio b) visual and c) kinaesthetic. Do not over use any one style, such as powerpoint. This is only one tool which you can use to combine a strong visual component that includes handouts, pictures, graphs, and props. Be creative rather than predictable in your presentation style.
Most people will only listen for up to eight minutes before losing concentration. If you are planning on delivering a considerable amount of information in your pitch, alternate between your delivery and input from the participants by incorporating a visual component, short video, or asking them to ‘do' something.
Give them the chance to physically experience the product/service, or perhaps change the format of the room to demonstrate how the product/service works. The dynamics of a successful pitch/presentation depends on the interaction between you and your prospect.
Take a collaborative approach: be aware of the personality styles of your client and the style of your customer. Your template to build and sustain business will be seen as a benchmark to build better business opportunities in the future.
Buy Ricky Nowak's Audio Seminar CD from the Resource Centre:
Presentation Skills For High Performance Results
Bosses, Bullies And Bystanders