Imagine someone’s selling you a holiday. They’re talking you through the airport check-in process, waiting in airport security, your travel insurance requirements, the transfers – all the boring but essential bits you need to do to get to your destination.
Do you feel inspired to book?
Now imagine, instead, they’re telling you about the hotel’s glistening infinity pool, the fantastic sea views from the 5-star restaurant and the beach bar where they serve cocktails to die for.
Now you’re talking.
This is how you need to approach client pitches. All clients want is the results of what you do, they’re not interested in how you get there. But in a lot of businesses, I still see people talking endlessly about the detail of their services, leaving the client feeling like they’re standing in the security queue at Stanstead.
To win business, you need to sell the holiday, not the flight.
Deals are lost when pitches are detail focused and won when they’re outcome focused, and the client believes you’ll deliver it for them.
Here’s what to do:
👉 Understand what your client’s dream outcome is and why it matters to them.
👉 Only give them the information they need to be able to understand how the outcome will be delivered.
👉 Don’t underestimate the removal of pain and stress as part of their dream outcome. It’s not always just about driving revenue.
👉 Constantly bring clients back to their outcome, so they don’t get lost in the detail. Say: ‘I remember you said to me the outcome you really want is…’
Need some help?
If you’d like some more tips and advice on delivering winning pitches, contact us here for an initial discussion.