The Pitch

So the call’s gone great, they like your product and you’ve got a good rapport going… just how do you progress to the order?

A common mistake amongst new recruits is to miss out part of the pitch, then waste time chasing a decision that’s hard for their prospect to make.

It’s the salesperson’s job to develop initial interest into an appropriate proposal and whilst your personal style and product type will define your own specific criteria for a full pitch, an understanding of all of the following areas is essential.

WHY?   What are their objectives?
You’ll only get the deal if your proposal achieves their marketing or business objectives, and they want to buy your offering. Do you know what needs does your proposal meets? Why do they want to buy?

WHO?   Decision-making unit and individual reasons for buying
Who is involved in a decision like this? Who signs the cheque? Have you spoken to all of the decision-makers? What are their personal objectives for booking the deal?

Have a look at why people buy for some insight into what different decision-makers look for from a marketing opportunity but this is only a guide, not a short-cut. Talk to your prospect and discover their specific objectives and never assume based on their job title or company type.

WHAT?   The Package
Have you proposed a specific package?

For a print ad this will include the position, size, issue dates… for an exhibition this might be the stand number or specific sponsorship package. There’s quite a difference between the following, and the more specific the package the better the proposal:

1. An ad in the following issue, here’s the rate card
2. A full page colour ad at £XXXX
3. A full page colour ad in the first half of the magazine at £XXXX plus VAT
4. A full page ad on page 4, the first right hand page in the magazine at £XXXX plus VAT

If your pitches only get as far as the first couple of bullets above then you’re heading for a lot of nos.

WHERE?   The Detail
If it’s an ad, have they got available copy or will they need design help? If it’s an event sponsorship including a presentation is their preferred speaker available on those dates? Will they build an exhibition stand or will they need a shell scheme for a pop up stand?

WHEN?   Timescale

When can they make a final decision? Is everyone that they need to speak to available this week? Can they provide artwork before your deadline? Will their new product be ready for the issue date? When does your exhibition take place – can all the relevant people attend? How long will you hold their position for pending a final decision (also see adding urgency).

HOW?   Price
Where will this spend will come from? Is this a budgeted expense or additional spend that needs a business case justification? Will your contact sign the order or someone else?

Worked example for an exhibition pitch

Consider whether your pitches or those of your sales team are as complete as the example below. If not why not? Can you adapt their pitching process to improve your proposal to close ratio?

WHY?
Unbelievable IT Hardware Ltd is launching a new product in the Autumn. They plan to promote this to corporate buyers of IT Hardware through face-to-face demonstrations.

They would like to exhibit at XYZ Expo; they have attended as visitors in previous years and know that it is attended by more corporate buyers of IT Hardware than any other event. The timing is good as it takes place in the Autumn, and the majority of attendees visit the show to evaluate potential IT Hardware purchases and source new suppliers.

WHAT?
Because this would be the first time Unbelievable IT Hardware Ltd have exhibited they would like to start with a small shell scheme position (walls and carpet provided) and conduct demos from a laptop in front of a pop-up stand. The stand has yet to be designed or ordered, but they are aware of the additional costs this will involve.

The standard marketing package included in the space (show website, printed show guide, pre-registered mailing list) and mailing their own database is sufficient promotional activity - due to budgetary constraints and the size of their company they will not be looking at additional branding or sponsorship packages this year.

WHERE?
Having discussed stand positions we have agreed to hold stand number 233 for 7 days pending a final decision. This is the last shell scheme position available with 2 open sides.

WHEN?
Although the show doesn’t take place for another 6 months they appreciate that booking early will secure them a good position on the show floor (specifically stand 233). They will make a final decision this week and in return so we have reserved a position for them until the 28th of this month.

HOW?
As this is an unbudgeted expense it needs to be justified with a business case. We have provided a proposal document outlining the benefits of exhibitions over other media, the show’s USPs, audience data and testimonials from similar exhibitors. Signoff will come from the Chief Executive and it is due to be discussed at the monthly marketing meeting taking place this Thursday.

They have been given the contact details of our approved stand designers, who I have passed the prospect’s contact details to for follow up and proposal.

Their Sales Director will attend the event to give presentations, supported by 2 senior technical colleagues to answer detailed questions. All are available on the event dates.