Don't try to sell your business - headline the benefits for decision makers
A sales pitch is normally written following a meeting or a telephone call
The meeting or call went really well; friendly, positive, even some buying signals. And your contact said, “That’s great. Can you put something in writing, so I can take it to the Board.”
So how do you write a winning sales pitch?
1. The sales pitch should not try to sell your business a second time
The meeting or call established the credibility of your business. Convincing your contact that your organisation has the capability to successfully deliver the work. Hence they were happy to…”.take it to the Board.”
So the game has moved on. The sales pitch needs to build on that credibility and cover additional ground, demonstrating how the client will benefit from selecting you.
2. The sales pitch must target the decision makers
The meeting or call is normally with the client’s operational or technical people. But they need to go to the Board for approval. So the decision will be made by a much wider range of individuals with more strategic concerns and objectives.
So the sales pitch must address the high level concerns and objectives of that Board. Your sales pitch will be sent to your contact, but you must be writing for their boss and their boss’s boss.
3. The sales pitch must major on client BODs (Benefits, Outcomes and Deliverables)
Benefits: Has the sales pitch detailed how the client benefits from selecting you and your service?
Outcomes: Has the sales pitch stated clearly specific outcomes for the client?
Deliverables: Has the sales pitch specified what you are going to deliver for the client?
And remember it isn’t just the client you must think about: But also client’s customers