Three Key Pitch Questions That Will Bring You Closer To the Client Win

Posted by Joy Levin - May 30, 2012 - Consulting Help - No Comments

Many times consultants and agencies make it to the final round of prospects a company is considering for marketing or advertising, but can’t move beyond that stage to the “win”. One way to increase your chances for success in these situations is to consider a prospective client as a potential employee.  By thinking of the presentation as a job interview, you’ll naturally ask some key questions which not only give you great information, but can demonstrate your insights and show that you’re a step ahead of your competition:

Where do you see your business in the next year?  In the next five years?

What you gain: In asking this question, you demonstrate that you’re thinking of the client’s overall business goals, and that you have a long-term view and interest in where they’re going.  It can also give you clues on key skills they’ll need as they attempt to meet these goals, what you can draw upon to guide them there, and what pieces you may need to outsource.

Give me an example of a challenging situation in your business you’ve recently encountered and how you handled it.

Why this helps: You acknowledge that everyone has challenges to overcome, and the answers you get can give you great awareness into some of the internal goings-on that may be help you achieve, or detract from, success.  If you’ve come across similar situations (which you probably have), comparing how you’ve handled it to the way your prospective client did can not only boost your insight into their organization, but also gives you an opportunity to relate to the problem and provide your own success story.

How would employees and competitors describe you?

How this gives you an edge: Knowing how the potential client is perceived can shape the way you deliver your final pitch. Do they believe they’re perceived as a workhorse?  If so, what can you say that will provide assurance that you will always have their business covered?  Do they think their competitors view them as non-threatening?  How do you help them fly under the radar, while also helping them increase market share?

By thinking through these questions before the presentation, and being able to address client answers, can bring you closer to a successful pitch and getting the win.

Have you had a chance to try out this strategy?  Let us know how it’s worked for you!

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