The most important part of a new business pitch

You have their attention, but not for long. Make the most of it. There are four or five different strategies for an opening which I’ll cover in the next few weeks, and one easy rule: the opening is never about you or the company you represent.   The opening is always about the prospect. Everything you say in the opening should be aimed at making the prospect’s life easier, richer, and more successful.

One strategy for an opening is problem-solution.  Start by discussing an issue you know is important to the prospect (you know because you’ve asked enough questions previously) and talk about how your solution solves that problem.  If you can convey that information by way of an interesting story, even better.

You’re never going to win every pitch, but you should never lose a prospect because of a weak pitch.

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