The art of building a winning proposition
What does it really take to win over a new client? Head of Marketing and Sales for Macquarie’s Banking and Financial Services Group, Craig Griffin, says he’s seen (and won) many different pitches over his career – and there are five really important things people do well.
1. Razor-sharp focus on customer need
“If you boil everything down in a successful pitch – and I don’t think this has changed in the last 20 years – the most important thing people get wrong is not focussing on the customer need,” says Griffin.
“The number one secret for a sales pitch is solving the customer problem, and the best pitches I’ve seen focus on how you, and your products and services, can do this.”
2. Make it memorable
Don’t limit your pitch to features – make sure it’s full of the things customers can remember. “That’s the stories, the anecdotes, the metaphors, the facts,” emphasises Griffin. “Shift your focus from facts to story to metaphor, depending on the audience and context.”
He notes that often the client needs, even in a B2B transaction, are quite emotional. “Even very large decisions I have seen, were made sometimes on a very personal basis.”
Work out in advance what will drive the customer’s decision. What is keeping them awake at night? Remember more than one decision-maker might be involved.
3. Stand out
“Standing out today is quite different in a world of digital disruption – you need to be very clear about what business you’re in and how you might make that difference in the eyes of your customers,” Griffin says.