Andrew Priestley is an award-winning business coach with a degree in psychology.
What do you do? How do you answer that question?
“Most of my clients have great businesses but they find it next to impossible to pitch what they do clearly. So in this series I want to walk you through The Art of the Social Pitch.
Before you read further, take five seconds to think, “What does pitch mean to me?”
So there is no point learning how to pitch if you aren’t sure what pitch means to you. Or if the word pitch has a negative connotation. As an example, most people think pitch means sell or manipulate.
And not too many people like selling because it is associated with rejection and failing and trying to get people to do something they don’t want to do and buy things they don’t really want. No one wants to be a salesman (or sales person).
At one point that might have been true but pitch no longer means that.
Pitch means to inform.
I sell business coaching and my service is not the cheapest (and I don’t try to be anyway). My target market is business owners – usually MDs – who own an established business. They’ve usually built it up from nothing.
What I know is even the very best business people have problems.
When you succeed in business you get more problems to solve, not less. And often those problems are recurring and not resolving easily … or at all. There’s a reason why and a business coach can help you sort that.
But typically my clients don’t think they need help. They are smart, qualified and savvy. And for some people, asking for help might mean admitting they are somehow incompetence. (In actual fact my clients rarely need to be convinced about the value of a business coach).
I know this, so trying to ‘sell’ them is a waste of their time … and mine.
Above all they are adults and I respect the fact that they can make the right choice – for them – if they are given the right information.
So, the best approach is to help them make an informed decision.
And that starts with a quick pitch designed to give them enough information so they can schedule a more detailed chat about their problems.
What do you do?
I meet a lot of people so over time I have developed a short social pitch to answer the question ‘what do you do?’ that starts a conversation that invariably helps them make an informed decision to schedule a more detailed chat.
I know it works because it usually results in either a “have you got a card?’ or “let’s sort a time to catch up.” And that’s how you know it will work too.
Tip: So, start thinking about how you can help your prospective clients make an ‘informed decision’. This series of blogs will show you how to do that.
Next: We’re going to talk about elevator pitches … and why they don’t work.