pitching to win · presentation momentum feedback. be organized •good use of time •most...

Pitchingtowin

AMedComms Networkingevent– 2May2018

AdrianBrownConsulting

• 25yearsofhealthcarecommunications

• Communicationtrainingservicessince2016

• Wellversedinpitchingfornewbusiness

Thepitchprocess

Whatispitchingallabout?

• Showourskills• Togiveourclienttheanswer

• Demonstratetalent• Solveaproblem• Growbusiness• Tolearn• Improveclientrelations• Provideourclientswithsolutions

Whatispitchingallabout?

• Showourskills• Togiveourclienttheanswer

• Demonstratetalent• Solveaproblem• Growbusiness• Tolearn• Improveclientrelations• Provideourclientswithsolutions

WINNING!

Commitmenttopitchingiskey

• Ifyouarenot100%committedtowinningthendon’tpitch

• Professionalsportspersonsdon’thalfheartedlytrytowinanOlympicmedal

Solvingtheproblemisnotenough

• Clientswanttosee:• Acohesiveteam• Awarenessandunderstandingofbusinessneeds

• Sharedambitionfortheirbusinessgoal

• Valueformoney• Ateamwhoareenthusiastic,stimulatingandfun

Howdoinferiorcompetitorswin?

• Doingthesoftstuffsuperbly

• Quicklyestablishstrongclientrelationships

• Superiorpitchexecution

Whydowelose?

• Wedon’tlearnfromourmistakes

Essentialingredientsforpitchsuccess

Winning

Be organised

Know your audience

Solve the problem

Price properly

Practice

Great presentation

Momentum

Feedback

Beorganized

• Gooduseoftime• Mostappropriatepitchteam• KickoffmeetingASAP• Involveseniorcolleagues• Arrangeregular/scheduledprogressmeetings

• Timelinefordeliverables• Pre-pitchmeetingwithyourclientintheirdiary

• Preparea‘pitchbible’

Pitchbible

• Theclientbrief• Deskresearchonthemarket,product,organizationandcompetition

• Newstoriesandpressreleases• Biographies/Linked- Inprofilesoftheclientsatthepitch

• Examplesofclientwork• Competitoranalysis• Timingplanforthepitch• Issuestoberesolved,questionstobeasked,actionstobetaken

Knowyouraudience

• Theclientistheaudience• Gettoknowthem• Identifythekeydecisionmakers

• Askquestions• Checktoseewhetherprocurementareinvolved

• Matchyourteamtothekeypersonalitiesintheclientteam

Focusontheclientsdesiredoutcome

• Increasedsales• Betteraccesstotheircustomers• Greateraccesstothemosteffectivemediachannels• Improvedprofileandreputationintheirsector• Consistencyofmessagesacrossallcommunications• Moreeffectiveuseoftheirtime• Ameasureableandgoodreturnontheirinvestment

Priceproperly

• Priceappropriately• Promoteservicevalue• Don’tbebulliedbyprocurementdepartments

• Preparedetailedbudgets• Knowyourfigures• Pricewithpride

Practice

• Referbacktothebrief• Askforfeedbackfromacolleague

• Rehearse3times• Choosegoodpresenters• Beengagedandinterested• Tellastory• Pitchonapostcard• Prepareforquestions

Greatpresentation

• Gettotheclient’sofficesearly

• Planfortransportissues• Setupearly• Golastifpossible• Keepitsimple• Haveabeginning,middleandend

• Smile

Momentum

• Keepthemomentumgoingafterthepitch

• Followuponanyquestionsinthepitchwithmoredetailedanswerswithin12hours

• Summarizewhytheyshouldchooseyou

Feedback

• Askforthiswhetheryouwinorlose

• Ifyoulose,takethenewsgraciously

• Neverloseanopportunitytolearn

• Ifyouwin,constructivefeedbackcanhelptohoneyourteam’sskills

Winningkeypoints

• Plan,plan,plan• Committothepitch• Assemblethebestteam• Knowyourclientandtheirproduct

• Tailoryourpresentation• Practicemakesperfect• Beenthusiastic• Followup

Threethingstoremember

1. PitchingisaboutWINNING2. Youmustidentifythespecificneedsofyour

targetaudience3. Focusyourpresentationonwhatyouraudience

willbeleftwithAFTERyouhavedoneyourwork

Rememberthis

www.adrianbrownconsulting.comadrian@adrianbrownconsulting.com