CHAPTER 1

Why Persuasion Is at the Heart of Pitching

Being persuasive is an essential skill for everyone in business, especially those who work with customers or are involved in business development and sales.

Persuasion means inducing or leading someone to do something through reason and argument. Therefore, pitching is the process through which a supplier persuades a customer to buy its products, services, and solutions.

Customers are persuaded when they consider a supplier to meet their needs. How they arrive at this conclusion is not a matter of luck. Even having the best products does not guarantee winning. What determines success and failure is how well the supplier presents themselves.

This is determined by how well they align their business ...

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