Pitching is performing art. No less!
- Jul 30, 2014
- By nisha.achuthan
- In Outsourcing
- Share on
Being a vendor and winning a contract in the crowded mobile app development marketplace that is mercilessly competitive is no easy feat. Mobile App Developers need to observe keenly, think fast and respond at the right time with the right offering. However, what is predominantly seen today, no matter what industry you are in, is sloppy pitching leading to substandard impact and consequent loss of opportunities. The good news, though, is that the situation is entirely capable of turning in your favor.
We see this often. The best of app development companies with very relevant credentials either under-sell or sell in an under-whelming manner. This applies even when Founder CEOs lead the conversations. What really gives?
To know how to create the right impact with prospective clients, you need to know what separates the wheat from the chaff. It isn’t that the Mobile App Developers that win contracts regularly are from any special breed with magic powers. The most important quality that helps them stand out is “Synchronization”. Some prospects like stories. Some like strong opinions. Some prefer visuals. Some like questions. The best story teller knows the genre the customer likes. Every sales pitch that you make needs to necessarily be centered on that particular client’s appetite for a specific kind of a pitch.
A prospect allocating an hour for you is really an invitation to be sold. While you don’t have to go overboard and carry-out a fishing expedition, you certainly have to answer a few questions.
- Who are we and what’s our legacy?
- What do we know and understand about you?
- How human are we and how much can you depend on us in crunch times?
- How easy are we to work with?
Pitches that are tailored to suit the requirements of individual clients differ from generic ones in very obvious ways. An effective pitch is crystal clear in explaining why the client should choose the vendor and how exactly the vendor will make a difference.
Simon Sinek’s Golden Circle (watch the TED talk here) is an unorthodox but very successful line of communication that brands have used and won every time. It is simple and elegant – describe to the client why your solution is the right one, explain how exactly that solution will meet the client’s requirements and then go on to give a brief impressive summary of your solution and your organization. This way you put what the client wants to know upfront, engaging him right through till the end.
An ineffective pitch on the other hand dwells on details that don’t necessarily add any value to the client. They tend to follow a very unappealing format and end up not emphasizing on the aspects that should stand out. There’s absolutely no point in droning on and on about the history of your company when all the client really wants to know is how you propose to overcome the challenges he is facing. However if your history is worth sharing and the client cares about it, it’s all you need to speak about. Good salesmanship is like conducting a variety show. You adjust your pace and tricks based on how the audience consumes and reacts.
While you do that, also ensure that your pitch is free from tall claims and instances of puffery. Misleading claims can easily be identified with a few requests for references and that can bring any reasonably good pitch entirely pointless. While clarity is quintessential, refrain from ‘dumbing down’ the presentation which could lead to offended and annoyed prospects.
In a nutshell, here are the differentiators between pitches that win and those that don’t.
All things considered, a good pitch creates the desired impact through passion, delivery of value to the prospect and demonstration of the capability to engage in mutually beneficial business relations. Formulaic pitching begets unsatisfactory results.