Now, I don’t want to blow our own horn here (OK, maybe just a little), but at The Colin James Method® we are really good at pitching for new business. Seriously good. We’ve got conversion rates most people only dream about. And we want to impart the secrets of our success to you.
To that end, I’ve put together a little video that, in just 3 minutes, will tell you everything you and your team need to know in order to deliver a perfect pitch. If you want easy communication tips to help you win business and reach your targets, just press play:
Here’s a quick summary of the key points. If you or your team has to pitch for new business in the near future, I’d recommend printing this out and using it as a handy reference.
4 key steps to delivering a great pitch.
1. Lay out the why
The first step is about articulating the problem you’re there to solve. Here’s where you demonstrate your insight and understanding about the company and the unique challenges that they might be facing.
2. Provide a solution
Once you’ve laid out the problem they are facing, the next logical step is, of course, providing a solution. This is really the crux of the entire pitch for new business: relaying how you can resolve, support and assist them to reach their objectives.
3. Tell them why you’re the best ones for the job
You might think step 2 is the most important step, but step 3 is really where you make or break your pitch. Here is where you answer the question, “Why you?”. What is your point of differentiation that sets you above your competitors?
While it’s helpful here to, of course, discuss your history and experience in order to establish your credibility, what is just as important is the style in which you deliver your pitch. You don’t want to come across as arrogant or timid; rather, you want to be seen as quietly assured. In other words, you want to look like someone, people would feel comfortable entrusting their business to. A lot of this is communicated through non-verbal cues, so be particularly mindful of the way you use your voice and carry yourself in the body.
The fact is, people aren’t sold solely on facts; they also have to be sold on the person delivering those facts. That’s why this step is vital.
4. Ask for what you want
The last step is outlining what you want out of the pitch; that is, asking for the business. Don’t be backward about coming forward here – be clear and direct.
Taking your pitch to new heights
By following the 4 steps above, you’ll have all the ingredients for a great pitch. But if you want to take it to the next level, and deliver a pitch that’s nearly impossible to turn down, then you need to pay extra special attention to the last section: the Q&A.
The Q&A is where the magic really happens. This is where people voice their fears, doubts, and objections, so in order to allay those, preparation is key. In fact, just as much time needs to be focused on preparing for this section as on the pitch itself – perhaps even more.
You need to be able to anticipate questions that may arise, particularly the “what ifs” and “what about’s” that are sure to crop up. You will also need to be really across your data and numbers, so you have evidence to back you up when you need it.
It is also crucial to hold your integrity throughout the Q&A. The last thing you want is to come across as defensive, whiny or flustered. Be sure to stand tall, and speak, truthfully with a calm authority.
As you can see, confidence really is key when it comes to pitching successfully for new business. If yours is feeling shaken, or perhaps even non-existent, we’ve got you covered. Our ‘7 Deadly Sins of Pitching’ cheat sheet will help you gain the confidence you need to reach your full potential. Download it now!
The Colin James Method® Facilitators train corporate executives to improve their professional communication skills with a proven methodology. Our highly trained Facilitators and Coaches are recognised for their experience in their fields and have worked with many individuals and organisations around the world to master the art of communication.
As a Principal of Inner Profit Pty Ltd, renowned executive leadership and communications coach, facilitator and trainer, Tim Chilvers is dedicated to helping businesses reach peak growth. Leading and coaching teams both small and large, to find solutions to their biggest challenges.