How to Win a Pitch

I wrote an article on sales presentations a couple of weeks ago which is posted here. In response, Joey Asher, a veteran communications and selling skills coach, sent me a copy of his latest book ‘How to Win a Pitch.’ The book is great—Joey narrates his rich experience and drives home his eminently sensible recommendations in an easily digestible style.

There are many fundamentals we agree on, but for now at least, I’ll pick just one. Joey says; don’t be afraid to give away your solution in your sales pitch. Too many professionals use a sales presentation as an occasion simply to present their credentials. He gives the example of four law firms in a bake-off for a large class action litigation defense for a Fortune 500 company. Three firms used their hour in the spotlight to present their—equally impressive—credentials. The winning firm had taken the time to investigate the company’s workplace practices and created a strategy for the defense, as well as changes to the practices to that had led to the lawsuit in the first place. They shared them in the pitch and won the job.

Many professional firms are afraid of giving away solutions before they start billing. However, an increasing proportion realizes that it’s often their best differentiator in a sales situation. This applies to marketing too—if you want people to think that you have unique insights and expertise on a topic, just saying so won’t cut it; you have to publish them. You shouldn’t be afraid that people will run off and use the ideas without paying you. Sure, sometimes it happens. But most of the time customers are looking for a partner they can trust to look after their interests; sharing your insights is a good way to start a partnership.