[11] How to make the perfect pitch M
Melita Cameron-Wood: Imagine that you've been asked to make a five-minute presentation to a client about a new service you could offer. How can you explain your proposal in the best way possible? In other words: How can you make the perfect pitch?
A positive impression
As an old Louis Armstrong song goes: "It ain't what you say, it's the way howya say it." Your body language and facial expression should attract the listener's attention (and not be distracting). If possible, stand up to deliver your message. Use your hands to emphasize points and, when appropriate, smile.
One main message
Concentrate on one clear objective. Write it down in one or two sentences. The more clearly you can specify this for yourself, the more likely you are to get your message across to your listener — for example, "Show the client that they need to improve after-sales service."
Once your objective is clear, make sure everything you plan to say is aligned with it. Unless your ideas and words introduce, reinforce or bring you closer to that, discard them immediately.↓
Engage your listeners
When an expert presents information, it can be hard to follow, because the listener hasn't had any part in the thought process. Engaging your audience makes it easier for them to concentrate and remember what you say.
Ask open questions to check your listeners' experience or their opinions. And rhetorical questions will stimulate your listeners' thinking.
Use inclusive language. For example: instead of "I want to show you…", say "Let's look at…". Or instead of "I will explain…", say "You will see...".
When listeners are involved, you're more likely to get feedback from them in real time, making the experience much more conversational.
A clear structure
Follow this five-step sequence:
1. Get their interest. Many psychologists say you have just 30 seconds to make a positive first impression, so your first sentences must focus on the listeners' needs. For example: "Improving your after-sales service is essential for your future success." This is a "subject heading" start, similar to a headline.
"Why do you need to improve your after-sales service?" This is a rhetorical question that forces the listeners to think.
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2. Show the benefit. Now that you've got their attention, make it clear to the audience that they're going to benefit from listening to you:
"You will see how this approach increases your turnover."
"Imagine how your sales will increase when you're number one in customer care."
3. Supporting messages. Expand on your main idea with three supporting messages. Don't overload your listeners — details can be discussed later. Also, signal clearly when you're moving from one point to the next:
"Companies that make it easy for customers to contact them have an advantage. First, you need to create an app for your customers. Then, offer specialized advice in online tutorials. And finally, call customers to find out how things are going."
4. Have a practical example. Further support your idea by showing how it's been successful in other industries:
"For example, Lenovo's laptops have a preinstalled app for after-sales service. This lets customers run diagnostics, get updates and contact customer support directly."
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5. A powerful closing. Your final sentences should be easy to understand and remember. Pause first. Change your voice, emphasis and speed. Make it clear this is important:
"The app, the specialized advice and calling customers are important improvements. But the most important factor is you and your people. A customer-oriented mindset is the key to your future success."