Master Class #53: How to Win Business (Without Really Trying)
Well, that is a lie. There is no possible way to win any kind of decent business from anyone, anywhere, without a lot of hard work.
We've spent years pitching business. Sometimes our strategies worked, sometimes it was like an airplane flying into a mountain and exploding on impact.
Here's what we learned from our years of pitching business and building our brand:
Research
Don't fly blind. The prospective client smells BS from far away. Take the time to familiarize yourself with the business you are pitching to, and know your industry and market well.
Be professional
Look good. Dress well. Use proper grammar. Be smart about it. Create positive impressions. Ensure your premises, printed materials and website all present a professional image.
Identify the right person
Find out who the decision-maker is. Cater your messages to her or him.
Pitch smart
Tell the company how you can improve their business. Be specific - have figures, outcomes and scenarios prepared and ready. Listen to what is asked, take notes, be open and flexible, and be prepared to come back with revisions and further ideas.
Be confident
You have a great business, right? Believe in it. Believe in your people. Don't sell yourself short. Not ever.
Highlight what your business does best
Identify your business' strengths, communicate clearly your unique selling points and follow best practices. Own your space.
Don't make stuff up
C'mon. You are better than that.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
