Presenting your pitch, idea or proposal to a prospective client is undoubtedly a crucial time. A single meeting can be the turning point for your business and a successful outcome rests on how you present both yourself and your proposal. A lot of this involves the preparation for the meeting, but the ability to control what happens in the meeting, and to influence how your prospects are drawn to and feel about your pitch is essential. Fortunately, it’s also learnable – and here are our top tips to controlling your buyer’s reaction.
Get your brand ready. If you have a recognisable and memorable brand, you’re halfway to forging that first point of connection between yourself and your prospect. One of the first questions asked in an initial meeting is ‘have you heard of us?’ so it’s important that you take advantage of branded emails, mailshots and social media outreaches to ensure that your prospect has seen your brand.
Understand how to appeal to your prospect. It’s extremely unlikely that they will come to the meeting knowing that they want your service or product. You need to know how to craft messages, tell stories, summarise the value of your services that will speak to the goals of your prospect and inspire them to engage with you.
There is never enough money. A common obstacle preventing your prospect from committing to investing in your service or product is the lack of money, so it is worth either avoiding the subject or, better still, demonstrating how you can add value to your prospect’s business. Build that relationship first before going into the details of how much what you are offering costs.
A hot referral generates a hot lead. A great way to appeal to a prospect is by accompanying your approach with a referral from a respected source. For example, to access the HR market we first made contact with the financial directors of companies who then referred us on to the HR decision makers. We found a way of engineering a referral by approaching someone senior in an organisation with something of interest.
Find the common ground. The best way to put your prospect at their ease is to find something that connects you to them. Look them up on social media, find out where they are based, whether they have a family, think about the similarities between your working life and theirs. Introductions are less adversarial when you have something in common you can use to build a relationship.
Uncover their dissatisfaction. Your prospect will often exist in a bubble of happy ignorance. They will resist change because they are happy with the status quo, so your job is to sensitively reveal to them why change might be in their interest and why they should not be so happy with what they already have. You need to show them the value of changing.
Controlling the reactions of your prospect and making them understand why they should invest in your products or services is a skill, one that can be acquired with the right guidance and training. If you want to start the ball rolling on acquiring this skill then get in touch with us for information about how our training can help you.