The Definitive Business Pitch

‘A refreshingly accessible business book from an author who really knows her subject. Built on a solid bedrock of sales, marketing and management theory, each and every chapter bristles with common sense, thanks to a text that’s brimful of practical business wisdom;  this is the stuff we all need to do our jobs better. It’s a modern manual of competitive advantage.’
Theo Theobald,author of Shut up and Listen and Business and the Beautiful Game
 
‘The Definitive Business Pitchhad me nodding and making notes all the way through – even as a seasoned marketer! Angela Hatton has once again managed to create a no-nonsense, "can do", fully comprehensive guide to developing and winning business.’
Louisa Moger, Marketing Director of a rapidly growing specialist SME in the print industry
 
First impressions count. Make yours a good one.
Need to make a presentation to an important client? Want to increase your hit rate in winning new business? Have to submit a proposal to secure a contract or get more resources for your department?
Clients – and senior managers - have shorter attention spans and higher expectations than ever before and you need to be exceptional rather than just competent to make an impact. It's not only what you or your business can do that matters - it's how you pitch your offer that determines success. In The Definitive Business Pitch, Angela Hatton tackles the core problem of persuading the customer that your solution to their problem is the best. Whether you are making a spoken presentation or submitting a written document, this means capturing your audience’s attention right from the start, addressing their needs and requirements head-on and demonstrating clearly what you can do for them.
Mastering a few simple, proven techniques can make all the difference and The Definitive Business Pitch is based on tried and tested marketing and sales principles, to enable you to make your message memorable and to get your offer across effectively, impressively and convincingly. Whatever you want to win, Angela Hatton's guidelines and techniques for perfect pitches, proposals and presentations will make sure you come out at the top of the heap. Can you afford not to read this book - what if your competitors do?

Sommario

About the authorPreface
Symbols used
Acknowledgements
Introduction
 
1     Good ideas don’t sell themselvesPersuasive communication – a life skill
Building a better mouse trap – the basis of competitive advantage
What is a competitive advantage?
What is a sustainable advantage?
The pitch – the missing link
It’s not my job
 
2       Spotting the pitfallsThe value of auditing
A simple communication process
Roles in the buying process
Delivery format
Understand the decision-making process
The message
Noise and feedback
Troubleshooting
 
3      To pitch or not to pitchSaying ‘no’ needs bravery
The facts and the figures
Metrics matter
But who do we say ‘no’ to?
The challenge of profiling
Profiling the successes
Screening opportunities
Do we want the business?
Manage the volume
How to say ‘no’
 
4       Getting to know the marketReal customer focus
The sector context
The role of marketing
Build the big picture
A market checklist
Set up competitor watches
Where does customer information come from?
Digging for detail
The brief – the information starting point
Organisingyour research
Meeting the decision-making unit
Success lies in preparation
 
5     Putting on the customer’s shoesA source of competitive advantage
Understanding empathy
Turning features into benefits
Interpreting research with empathy
Establishing the parameters
About you or about me?
Look and listen
Body language clues
Summarising empathy options
 
6        Preparing to pitchFrom building blocks to business
Setting the scene
Setting the strategy
Preparing the team
Who does what role?
Know your team
Briefing the team
Structuring the pitch
Added value and the bottom line
Timing
Using support materials
Practise, practise, practise
 
7          Pitching with punchJust another pitch!
First impressions count
Managing expectations and time
Working alone – the salesperson’s pitch
Choreographing the pitch
Involve the audience
Presenting complex data
Adding the price tag
Watching body language
Tackling questions
Don’t be surprised
It’s a question of money
Remember – a strong finish
About that impact
Next steps
 
8            Winning proposalsWhat are they?
The problem with proposals
Proposals as physical evidence
Start with the brief
The proposal
Building a persuasion sandwich
The value of templates
Notice the sales message
Written not spoken
Sending your proposal
A legal footnote
 
9                   Preparing to presentCommunicating
Pitching – selling
Scoping your presentation
Factors that make a difference
Technical resources and support
Selecting strategies
Structuring presentations
A presentation checklist
About support materials

Info autore

Angela Hatton is a specialist in marketing strategy writing, consulting and training. She has more than 16 years' experience of pitching for training and consultancy for her own marketing and management business; 'Tactics'. Over the years, her core clients have included Lloyds TSB, Norwich Union, IBM and BT. She has facilitated workshops on successful pitching and presentations for clients such as the BBC and IPC Media. Hatton is author of The Definitive Guide to Marketing Planning (0273649329).

Riassunto

Tackles the core problem of persuading the customer that your solution to their problem is the best. This book is based on marketing and sales principles, and includes guidelines and techniques for perfect pitches, proposals and presentations.

Dettagli sul prodotto

• Autori: Angela Hatton
• Editore: Pearson Academic
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 05.09.2024
• EAN: 9780273708261
• ISBN: 978-0-273-70826-1
• Pagine: 216
• Dimensioni: 170 mm x 236 mm x 12 mm
• Peso: 300 g
• Serie: Financial Times Series; Financial Times Series
• Categoria: Scienze sociali, diritto, economia > Economia > Management