I have been fortunate to receive frequent opportunities to pitch to new client brands from many companies lately. While there have been both positive and unsatisfactory results, it has made me realize that it resembles aspects of working life. I’d like to share a few points I have noticed during this process.
1. Similar to working life, pre-aligning with the target customer (in the workplace, it’s the boss, and in our case, it’s the client representative) is crucial before and during the preparation for the pitch. If the content presented during the pitch does not align with the customer’s expectations or if the key points the customer wanted are not addressed, it becomes difficult to expect favorable outcomes.
2. It is essential to get the practitioner (direct superior) on our side from the start. The person who contacts us is typically a practitioner, and the pitch often involves the practitioner and the decision-maker. Therefore, establishing sufficient pre-communication with the practitioner to create a case where the practitioner can persuade the decision-maker to be on our side is crucial.
3. Metrics based on factual evidence are important. If there are no numbers yet because the service has not started, it is advisable to create and present them. “We will work hard” is something anyone can say. Showing why the customer should use our service through anticipated before-and-after figures and their justifications can make the persuasion more effective.
4. There should be clear and easy next steps. A simple and clear roadmap for the sequence of events after the decision is made is necessary. Dividing the tasks for the client and us and presenting them on a schedule can be more effective.
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