5 Pitching Don’ts and How to Avoid Them

Pitching clients isn’t rocket science, nor should it be, it’s simply a matter of tapping into prospective client needs.

Pitching clients is simply a matter of reaching out to the potential client, understanding his or her needs, and addressing those needs in a thoughtful manner.

Unfortunately, too few people understand these basic insights and actually push clients away.

Having participated literally in hundreds of new-business pitches, I tend to be not only critical but also detached when I am being pitched to. And recently, I went through two experiences that reinforced my long-held belief that hardly anyone knows how to pitch.

 Our House

About six months ago, we got a call from a broker, an acquaintance of a friend, who said he had tons of contacts in Latin America who had to invest in the U.S. to get a green card. Would I be interested in selling my house to one of them?

Now, my wife and I built and love that house. So naturally we told the broker that if we could get some obscene amount of money for it, sure, we’ll move out in a week. And then we signed a contract for three months. Long story short: Of course, we didn’t sell the house for some obscene amount of money. Rich Latin Americans aren’t stupid.

The week, the MLS listed the house as out of contract and we got no less than 20 calls from realtors, brokers and salespeople (not to mention three who just knocked on the door) with the same pitch: Hi, Marcelo, I’m sure you noticed that the listing on your house expired and I’m calling to see when you’re going to start interviewing salespeople so you can get the right person who can make this sale for you.

This was instructional for several reasons, including the two rules below:

Rule #1:

Canned pitches are plastic. Everyone can see through them. If you can’t even take the little extra trouble to customize your pitch, why bother?

Rule #2:

Don’t have a credentials deck. They’re canned. Refer to the first point.

My Photography

Most people know me for strategic planning, my experience in international media or my love of controversy. It’s a toss up.

Some other people know me for my photography.

I recently rented a photo studio in downtown Miami and was approached by one of the partners of the owner of the building and the gallery that’s in it. She wanted to talk to me about representing my work. Absolutely, I said.

When we finally met, she spent the next 20 minutes telling me about herself, how she took 15 years off to raise her three children, how she is retaking her artistic life back, etc., etc., etc., while barely glancing at my book.

When I guided the conversation to the representation sales, she started telling me about the plans they had to begin private showings in the gallery and how they were partnering with the Downtown Development Association, the Tourism Authority and other groups until I really had no choice but to ask for the client question: How does that benefit me?

Well, all of my connections are going to be exposed to the gallery, and you’ll have some work here, she said.

After 30 minutes, we ended with the typical Hey, great to have met you.

This was also instructional, as outlined in the following three rules:

Rule #3:

A pitch is not about you. It’s about the other party.

It took her 25 minutes to get to where the deal vaguely would benefit me, the guy who was supposed to pay her either rent or a commission on the prints sold. In a pitch, whatever the pitch, if you can’t get to the client’s benefits immediately (for whatever reason), lay down the groundwork that indicates, yes, you’re getting there in the next five minutes.

Rule #4:

Research. I’ve never seen a pitch without some research succeed. Ever. Either desk research, the client’s own research, online surveys something that tells the client.

Hey, we cared enough to take some time to find out what you are all about, what might affect you to understand you. The gallery owner began her pitch with the dreaded question, So, what kind of photography do you do?

Rule #5:

This is an old saw among salesmen: Every meeting needs a next step or it didn’t matter as a meeting.

Making a Meeting Matter

So, what does a perfect pitch look like?

• Hi. This is what we are doing here
• We understand what you’re all about (research) and this is how we can help you reach your goals.
• These are your objectives (or what we think your objectives should be if you haven’t told us yet).
• We understand that these are your consumers (research).
• This is where we find your consumers, non-consumers, potential consumers.
• This is what we need to tell your consumers, ex-consumers, non-consumers to make them do whatever it is that you need them to do (your benefit).
• This is what we’re going to do to make sure we’re all on the right track.
• And finally, this is what we propose should happen next.

During my meeting with the gallery owner, none of this came up. And as one might expect, I didn’t sign a contract with her.

So, when you’re pitching something a product, a service make sure the pitch is about your potential client and how your particular skills can benefit him or her. Sounds simple, and it is.

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