“What is your business? “, ” What do you do for a living ? “,” Can you present your business? “. You have been asked these questions hundreds of times. Whether you are an entrepreneur, a salesperson, a blogger or a marketer, this is part of your daily life. To respond, you must quickly introduce yourself. This exercise is called the “pitch” …
The magic side of these questions is that behind each of them lies an opportunity: business, partnership, advice, help.
But there, most people who ask you this question will not listen to your answer.
And it’s partly your fault: you failed to interest them.
In this article, I will present a method to work on your pitch in order to make it memorable.
But before that, let us ask ourselves the following question:
what is the purpose of the pitch?
Its goal is not to sell, to answer a question precisely, or to make an impression.
The purpose of the pitch is to create discussion, interest, engagement. The pitch is therefore only a first step.
The purpose of the pitch is not to sell, but to create engagement and discussion.
Your contact awaits certain elements of response by asking you this question:
- Are you an enemy?
- Do you have something interesting to bring me?
- Do you have something I want?
- How can you help me improve what I am today?
By providing the right answers, you will create several positive emotions that will encourage your interlocutor to engage with interest in a discussion with you.
And there, you will have made a pitch that hits home!
The pitch is generally made up of three parts: the catchphrase, the 30-second presentation and the conclusion.
We will study them in this article so that your next presentations will be guaranteed success.
First step: Prepare a catchphrase that arouses curiosity
“My name is Bond. James Bond. ”
Did this presentation not fit directly into your brain advitam eternam ?
Surprise is the watchword : this catchphrase diverts the codes and arouses curiosity. The tone, the attitude, the look … everything is done so that these first words capture attention.
And you can do the same.
For example, I present myself this way: “I am Mathieu Doumalin, the co-pilot of the business development of entrepreneurs. I help them find new loyal customers by training and supporting them. Because do you know that the majority of companies that do not spend the three years are due to a lack of customers? “
Your hook has three objectives:
- Make it clear in a few words what you do ;
- Hang up what you do to the interest of your interlocutor ;
- Engage the conversation.
To make it clear what you are doing, find a tagline. It must be impactful, understandable and memorable.
To create your tagline in 30 minutes (from this article by Henneke Duistermaat), you can follow the following three steps:
- Write in one or two sentences (a) what you do, (b) for whom and (c) your profits
- Summarize these sentences in a few words
- Play with different options
Your goal is to avoid common names in your trade. Do not hesitate to test several sentences with different interlocutors. So, for my part, before being “co-pilot”, I was “coach”, “guide”, “druid” …
With this tagline, you have normally caught the attention of your interlocutor.
Your next challenge will be from him provide context so that he says to himself “I understand what he is doing”. You will then put him in a comfortable situation.
In one sentence, you should pass the following message: “I’m helping [telles personnes] to do [ceci] of [telle façon] “. Clarity and readability will be your watchwords.
Finally, the last sentence will allow you to start a conversation. You have two schools for this:
- Either you ask a question, like the one I use in my presentation;
- Or you can explain in one sentence “why” your activity exists. For example, I could say: “I believe that the existing commercial and sales training on the market is not adapted to the context of entrepreneurs, and that they need specific support.”
Bring a context that will speak to your interlocutor so that he can restart the conversation. Reach out to him (don’t take this last sentence literally).
Anyone wanting to know more will be a potential prospect / partner.
You just have to go to the second step.
Step two: Create presentation pieces that capture attention
Once your interlocutor is caught in the discussion, it’s up to you. I remind you that your goal is not to sell, but to generate enough interest for your interlocutor:
- Want to know more and make an appointment with you;
- Know how to recommend you to someone;
- Would like to give a contact (or an idea of contact);
- Tells you that he doesn’t see how to help you, and if so, tell him how.
For this you need to prepare presentation pieces.
It’s the same thing as a puzzle: all the pieces taken separately mean nothing concrete. However, they fit together to form a big and beautiful image.
Your pieces of the puzzle are therefore your elements of presentation that you will address in the next 30 seconds. For this, you have several parts to assemble:
- Your positioning;
- Your story ;
- An example of a problem that your interlocutor or his clients may face, and to which you respond;
- How you respond to it;
- With what competitive advantages;
Each piece must to be fast to present (one or two sentences maximum), and custom depending on the type of contact you will have.
For example, I have different ways of presenting my competitive advantages:
- If I speak to an entrepreneur, I say: “as part of my monthly support, I break the loneliness of the entrepreneur by answering all of his questions within 24 hours”;
- If my contact is a potential partner, I would rather explain: “My particularity is that I have a very broad vision of sales, from my experience and my training”.
If your words speak for your interlocutor, that he understands the problems and suffering to which you are responding, and perceives your particularity, then you have his full attention.
Now it’s your turn to reach your goal: an appointment or a contact track.
Third step: Conclude with a very specific request
Once you have the attention of your contact, what are you going to do?
Aren’t you going to sit around and say nothing?
There are two options: either it reopens the conversation with a particular question, or it doesn’t answer anything and it’s blank.
First case: it reopens the conversation
It’s blessed bread for you.
Give him a very concise start to answer, specifying the different questions to ask as part of his request.
And explain to him that you are running out of time to answer his question precisely.
However, you will be happy to talk to him about this over coffee soon. “Do you have availability next week?” “
Here, the appointment is about to be made with a potentially interesting contact.
Second case: white. Just white.
He or she is not interested. Or your speech was not impacting enough.
On the other hand, he / she can surely help you. It’s a great way to avoid embarrassment and put your audience back in the spotlight.
Prepare requests in advance, for example :
- Do you know dentists in Strasbourg?
- Do you have any feedback to give me?
- How would you do to make a [quelque chose en rapport avec son activité]?
- Do you have any tips for doing this?
Your goal is to reignite the discussion to open new doors.
The more you talk to your interlocutor, the more:
- He / she will give you interest and trust;
- He / she will remember you;
- He / she will want to know more about you;
- You will know about him / her.
Step Four: Take Leave
Getting out of a conversation with someone is quite an art.
You don’t want to hit it and you don’t want to lose a business opportunity.
There are two situations:
- You master the conversation and you thus close: “I would be really interested to extend our exchange in a more appropriate place / around a coffee / on your premises or ours. When would you be available? “. Leave him your business card and take his own.
- You don’t master anything and your interlocutor perpetually continues to speak. Without leaving you any crumbs.
If the person speaks and speaks, and continues to speak, here is the method to follow to disengage without loss or crash:
- Wait until its flow decreases : end of sentence, breathing, attention captured by something else …
- Speak out firmly. Its very important. You will get the upper hand on the conversation. Tell him: ” I have many qustions. But unfortunately I don’t have time to ask them now because I have to go see another person. However, I’d be happy to continue talking about it over coffee. Would you be available next week? “
- Every time the person will tell you: ” Ah yes of course. With pleasure. “
- Make an appointment, then his business card, and leave him yours.
In the latter case, the rules to follow are:
- Born never look away and do not orient your shoulders outwards: show that the words of your interlocutor interest you;
- Continue to smile and hold back your agitation (tremors, chewing of lips).
Now the ball is in your court
Making a pitch that hits hard requires reflection, a good knowledge of yourself, preparation and above all … rehearsal.
You are not going to find the magic formula the first time. It will take a while before you have the words that fit perfectly.
So test, repeat, speak. Then you will find the right formulations that will hit the bull’s eye.
But a pitch is just one of many tools.
If you want to find new customers, you must above all respect a golden rule: success comes with consistency.
Above all, you need to develop good business habits. I have written a guide for you that explains how 20 minutes a day can double your sales in two months.
Until you read this guide, tell me in the comments what is your introductory phrase. I would be happy to give you my opinion.
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