Chapter 13
Delivering the Pitch
The way you conduct yourself in an initial meeting sets the tone for the relationship that follows. Some of the most powerful aspects of trust creation begin not after but during the sales process. In this chapter, we share nine rules for transforming the typical idea of the pitch into an activity that creates trust, transforms relationships, and differentiates your brand—to set you up for success from the outset.
The initial sales meeting where you make the case for your goods or services is generally known as the pitch. It also answers to a variety of nicknames: the dog and pony show, the beauty contest, the shoot-out. Whatever your industry, and whatever you call it, if you work in sales, you have to go through it.
Let’s be clear: There is no single perfect way to pitch, since the pitch that ends up winning is situational to you and your client. This chapter explores guidelines for how to lead from trust when you deliver your pitch.
Here are nine rules for delivering your winning pitch.
Sometimes the Best Pitch Is No Pitch
Sometimes the best pitch is one that never happens because a provider is chosen without one—both parties find another way to make a good, collaborative decision. This outcome requires a relationship, not simply a face-off among strangers.
Think of a pitch without a relationship as a blind date. Each party is guarded. The quietly cautious buyer wants control and seeks it in an impersonal, formal event. The seller also wants ...
