Marketing Mondays: Perfecting Your Client Pitch

“Hey Joe. I’m looking for new consulting clients, know anyone?” says Dan.

“What exactly do you do?” asks Joe.

Dan says “I’m a marketing consultant.”

Joe looks puzzled.

Dan says “You know, I help companies with their marketing.”

The more criteria you define the easier it is for people to think of people that match that criteria to connect you with.

“Marketing with companies, hmm….” Joe is thinking.

“Joe, what I do is help companies to generate leads to increase the number of prospective customers that contact their business.”

“Oh! I see. So you help companies get more business. Actually, maybe I know someone.” Now Joe is starting to get it.

Dan continues, “Listen Joe, I work with private companies in the technology industry that are making between $10M-$100M in annual revenue to increase their sales leads through direct-marketing and …”

Joe cuts in “Dan, I actually know guys at 2 different companies that are in technology that would be perfect for you!”

Analysis Time

So why the story, you ask? Let’s look at what happened during this conversation…
Dan started telling Joe what he did in the most general of terms – which is what most people do.

Because Dan was so general Joe was making it very hard for him to think of people he knows that match that criteria. Put simply, Dan was making Joe do all the work.

As Dan started to get more detailed in his explanation of what services he provides and what kind of companies he wantw to work with…Joe started to get it. His brain started to see the criteria.

I made this exact mistake early on in my career. Now you don’t need to. Focus more. Get more.

In the end, Dan narrowed the criteria to his ideal consulting client. This made it easy for Joe to think of people he might know.

The more criteria you define the easier it is for people to think of people that match that criteria to connect you with.

If Joe didn’t know anyone by the end, Dan could then give him another set of detailed criteria.

By the way. I made this exact mistake early on in my career. Now you don’t need to.

Focus your pitch more. Get more.

Please Share This Article If You Enjoyed It:

  • Great post, you just saved my business to some degree…I’ve been having this same problem but was not able to pinpoint what exactly i’ve been doing wrongly, but now i see it. And i can tell you i can get more businesses now.

    I’m a Social Media Consultant and some times it can be the most difficult thing to explain to business executives what exactly you do in a lay word; Now i can go ‘ I help businesses generate more leads through Social Media’; I see this simple explanation striking a cord immediately. Thanks again

  • Sameer mathur

    very useful tip. i really appreciate the effort being put in by your organisation to send these small but very crucial tips

  • Ana

    so many typos!

    • Ana – if you’re focusing on the typos in life you’re missing great opportunities.