Five top tips, before you pitch
Having to sell yourself or your work can be one of the most challenge aspects to working in media business. Many of us have witnessed people pitching at conferences and festivals, by utilizing the ‘stalking’ approach or in meetings using the ‘if I don’t blurt it out now I won’t do it’ approach. All social skills fly out of the window when a person is faced with the fear of having to sell and to avoid becoming the stereotyped sales person with their slick suit and even slicker rehearsed speech, we tend to go the other way, not to plan or think.
But for those of you would rather avoid a court injunction or ending up like Willy Lomax but still want to make a living, there is a better way. If you follow these five simple tips before you pitch, you can avoid a ‘thumb twisting’ sales pitch and have a conversation with a potential client that can uncover what they really need and help to increase your revenue by building long-term relationships.
The right time – Make sure it is the right time to approach your client. If you are at an event, ask them. ‘Do you have a couple minutes free or would you prefer to set up another time?’ They will appreciate you not blindsiding them. Already have a meeting? Great. Once you are sitting down with your client your first and most important job is to do the following:
Shut up and Listen – Active listening skills are very underrated and underused. People like to be listened to and understood. Take notes; listen to what they don’t like about their current problem/supplier/situation or what they are looking for. If you pretend to listen, doodle, or start yawning it will be obvious that you don’t care enough to pay attention. It is about ‘active listening’ being passionately interested in helping them.
Ask questions –The majority of the conversation should be lead by the client but your part is to ask the right questions to help guide the client. Asking questions helps you get a 3D picture of their need. You can find out which one of your products or services would be most appropriate to show them in the next step. Ask open questions rather than closed ones to continue the conversation; ‘In what way would you like to see an improvement?’ ‘What are your delivery requirements?’ ‘How do you like to work with a supplier, content provider? ‘This is not about interrogation techniques, keep it natural, you are working with them, not contravening the Geneva Convention.
So what…? – By the end of this process you will have a better idea of what they are looking for and whether you can provide it. Now it is time to summarise their points, make sure that you have understood the scope of their needs. You can ask another question ‘So what you are looking for is x that does y without the problem of r?’ If we could provide a piece of content/product/service for that is that something that might be useful to you?
We love the no! – One of the reasons that sales people keep ‘talking at’ people is that the client does not have space to say no. The interactive sales approach is different, a yes or a no are both good outcomes, it means you have done your job right.
Maybe you can’t offer them a solution that would fit with their budget, timeframe or they may need to rethink their budget or timeframe. The whole point of an interactive sales process is to allow places where either of you can end the conversation and one of the first places to do this, is before you pitch. This builds mutual respect and trust which is the foundation for a long term relationship with your client
Interested in learning more? Check out our latest sales and business development workshop.
