Making Great Pitches
In de the last posts, I have discussed the value of the value proposition. Now, we have to go to the next step in our sales process: creating a great pitch.
Seeing 1,000s of pitches in the last decade, there is a lot to win here.
A pitch form a typical immature Tech Company would look like this:
- An overview of the different technologies in time
- We have built a great product on the latest technology
- With a lot of advantages (for many customers)
- We can do X much better
- Are you interested?
The problem with these pitches that they are created inside out. It is not aligned with the customer’s world and context.
Let me propose a pitch structure that is more outside in.
1. Start with an important development or change
Of course this must be relevant development for the customer. Preferably, this development is connected to the strategy of the customer. Or even better, could fit in one of their strategic projects.
2. Create urgency
Creating urgency is important. In most companies, time – and more specifically – attention is more scarce than money. Change without urgency will lead to long sales cycles. Showing that the new development will create winners and losers, is one of the ways to get attention.
3. Show Benefits
Show the benefits of the new desired state or situation. Not just the benefits of your product.
4. Explain USPs
Explain how you are connected to the change or desired state and why you are unique with your offering.
5. Proof Delivery
Provide proof that you can deliver your offering. Social proof in sharing reference customers. Proof that you have a working product and satisfied customers..
Pitching is almost an art. Good luck in creating or improving your pitch.