Good ideas don't sell themselves.
In today's business world it's no longer just sales people who are responsible for winning business. Many people, from TV producers to landscape gardeners, consultants to builders, need to employ convincing communication skills to win clients and commissions. Even managers within a business have to 'sell' their ideas, proposals and plans as they compete for support and scarce resources.
With increasingly competitive markets the norm, your customers and clients are almost certain to have a choice. It's not just what your business can do that matters - it's how you pitch your offer that determines success. Poor preparation or presentation at the pitching stage will lose the business to a competitor. Getting the basics right is not enough: you have to get ahead of the competition.
This guide is packed with practical ideas, tips and checklists that will ensure you are ahead of the crowd. It takes you right through the process, from deciding whether or not to pitch, getting to know the client, doing the essential preparation and then pitching for success. Unlike most of the titles available, this book covers both written proposals and oral presentations, showing you how to harness effective business communication skills to make the perfect winning pitch.
The Definitive Business Series will ensure you get up to speed fast with all the business essentials you need to be a success. With their guided step-by-step approach the latest practical business techniques and concepts and their easy-to-read style, The Definitive Business Series cover every aspect of the topic from the business basics to the essential skills needed to progress in your career.
The Definitive Business Series. Your fast-track to business success.
About the author Preface
Symbols used
Acknowledgements
Introduction
1 Good ideas don't sell themselves Persuasive communication - a life skill
Building a better mouse trap - the basis of competitive advantage
What is a competitive advantage?
What is a sustainable advantage?
The pitch - the missing link
It's not my job
2 Spotting the pitfalls The value of auditing
A simple communication process
Roles in the buying process
Delivery format
Understand the decision-making process
The message
Noise and feedback
Troubleshooting
3 To pitch or not to pitch Saying 'no' needs bravery
The facts and the figures
Metrics matter
But who do we say 'no' to?
The challenge of profiling
Profiling the successes
Screening opportunities
Do we want the business?
Manage the volume
How to say 'no'
4 Getting to know the market Real customer focus
The sector context
The role of marketing
Build the big picture
A market checklist
Set up competitor watches
Where does customer information come from?
Digging for detail
The brief - the information starting point
Organisingyour research
Meeting the decision-making unit
Success lies in preparation
5 Putting on the customer's shoes A source of competitive advantage
Understanding empathy
Turning features into benefits
Interpreting research with empathy
Establishing the parameters
About you or about me?
Look and listen
Body language clues
Summarising empathy options
6 Preparing to pitch From building blocks to business
Setting the scene
Setting the strategy
Preparing the team
Who does what role?
Know your team
Briefing the team
Structuring the pitch
Added value and the bottom line
Timing
Using support materials
Practise, practise, practise
7 Pitching with punch Just another pitch!
First impressions count
Managing expectations and time
Working alone - the salesperson's pitch
Choreographing the pitch
Involve the audience
Presenting complex data
Adding the price tag
Watching body language
Tackling questions
Don't be surprised
It's a question of money
Remember - a strong finish
About that impact
Next steps
8 Winning proposals What are they?
The problem with proposals
Proposals as physical evidence
Start with the brief
The proposal
Building a persuasion sandwich
The value of templates
Notice the sales message
Written not spoken
Sending your proposal
A legal footnote
9 Preparing to present Communicating
Pitching - selling
Scoping your presentation
Factors that make a difference
Technical resources and support
Selecting strategies
Structuring presentations
A presentation checklist
About support materials
