Council Post: How To Craft The Perfect Pitch For A Specific Partner
Pitching a new concept is an exciting yet intimidating task for many business professionals. As confident as you might be in your idea, you’ll have to present it in a way that convinces others of its worth.
When pitching, you should always keep your audience in mind. That’s why members from Forbes Business Development Council share their best tips for crafting a pitch to a specific partner. Follow their advice the next time you’re developing a sales pitch.
Members of Forbes Business Development Council offer advice on creating individualized pitches for partners.
Photos courtesy of the individual members.
1. Use A Relevant Analogy
Nailing a pitch requires properly understanding the situation, timing and persona. From there, the ability to tightly craft-often with analogy-relevant messaging is crucial. It is also worth thinking specifically, too, as general, broad and indistinct pitches almost always fall flat. — Eric Quanstrom, CIENCE
2. Focus On Value Proposition
I would focus on value proposition and ultimately how your solutions are helping your end customer solve problems related to operational efficiency, productivity, safety, security, etc. Too many times, we focus on our technology and product offerings and not specifically what helps drive value to an organization. — Jason Dietrich, Stratus Technologies
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3. Consider The Specific Pain Points You Can Solve
The most critical component of an effective pitch is considering and accounting for the specific pain points your organization can help solve and then clearly articulating the opportunity that your partnership could create. Furthermore, an effective pitch meeting allows for questions from the prospect and where poignant questions being asked to the prospect create engagement and discussion. — Denada Ramnishta, Lendio
4. Establish And Communicate Business Value At Every Stage
Today, the CRO knows that success isn’t defined by winning deals but by winning customers. From acquisition to retention and growth, establishing and communicating business value at every stage of the customer journey is key to earning customers for life. That demands automating and scaling value-based conversations by managing customer value as a strategic asset and making it available across the enterprise. — Jim Berryhill, DecisionLink
5. Make It Truly Personalized
You don’t have to reinvent the wheel. Look at each new contact as a whole new story, a whole new experience. It’s worth tailoring your offer and your approach to the customer to make it unique and truly personalized. Take some time to research, try to find out what they are interested in and learn what they value. This will certainly be sensed (and appreciated) by the person on the other side of the table. — Anna Jankowska, RTB House
6. Share A Success Story About A Large Customer
I always like to share a success story early on about how and why one of our largest customers chose our company. This includes what we did, how we did it, what the impact was and what their ROI has been for them as long as they have been a customer of ours. People want to know what you have done for others to succeed so they can judge how successful you will be for them. — Angie Barnes, NAVCO
7. Know Their Motivations
Know what motivates your prospect. Everyone expects a pitch to be well-researched from a business case perspective, but do you really understand the values that drive decision making? Your pitch needs to reflect that you understand the culture your prospect is driving towards with their brand. — Gail Nolan, Invest Puerto Rico
8. Tell A Story
The attention grabber is storytelling! I typically start the pitch with a story that very subtly weaves in what I heard in previous meetings, potential challenges and where we are headed. It instantly gravitates the audience and then you move to the slides. People connect better with stories than slides. — Shaloo Garg, Microsoft
9. Tailor It To Address Their Individual Needs
The more specific and tailored it can be to address the needs or pain points of the customer, the better. Take the time to do it right and customize it to make it as easy as possible for them to say yes. — Allison Walsh, Advanced Recovery Systems | The Recovery Village
10. Make An Emotional Connection
Tell a story and leave them wanting more. By speaking through stories, you are more likely to emotionally connect. When you power your story with examples, analogies, vulnerability and authenticity, you typically have a stronger chance of helping others understand your purpose and the value you could bring. Storytelling to communicate the numbers of your pitch is also far more impactful. — Oluchi Ikechi, Accenture
11. Align Yourself With Their Goals, Culture And Values
Make sure you are aligned with that specific partner’s goals, culture and values. Craft your pitch to show the alignment between your two organizations, and how the partnership with you will not only be a great fit but also deliver great results. — Michael Fritsch, Prometheus Performance Systems LLC
12. Show How You Can Create Value For Them
I would suggest thinking in terms of a value proposition instead of a pitch. A pitch is about you-a value proposition is about them. What is it you do that can create value for them? If you answer that question, you will surprise your partner (or prospect) and open a conversation that will create a mutually beneficial result for both. — Vincent Burruano, JK Moving Services
13. Identify The Attrition Point
When crafting a pitch, most people focus on what will attract a partner, which makes it non-unique. Think about all the points that could make a partner leave. It’s the most efficient way of focusing on what counts and of ensuring the most urgent needs are addressed. — Wajid Mirza, Arthur Lawrence
14. Understand What’s Important To Them
Take the time to really understand what is most important to your partner. I recommend reading their mission statement, knowing their key initiatives, reading any recent press about them and looking at what they post on social media. Once you truly understand what a specific partner most values, you will be able to craft a relevant and powerful pitch. — Matthew Rolnick, Yaymaker
15. Focus On Them
Research shows people like to hear and read their own names, and this includes the name of our company that we identify with. Instead of saying “Our company can solve your problem,” try “Company X deserves the best partner, which we believe our company can serve as.” — Amanda Freick, micatu.com