The pitch doctor: Pitch perfect

Peter Rush asks the questions that pitch teams need consider to keep their pitching in recession-surviving shape.

The hardest message to swallow about pitching in this recession? We’ve never been here before. We are in the biggest bear market in history and the truth is we have no real idea of where it will take us. These are revolutionary times of an unprecedented nature.
But history shows recessions and revolutions are survivable for those who adapt and cleverly hold their ground chameleon-like within the new regime. In commerce, treasure accrues to those who deepen their relationships with us by getting even closer to what we really value. Standing right beside us sharing risks big and small. We change together and live or die by what we do in times like these.
My survival instincts at momentous moments scream at me to get wiser counsel than myself and to draw upon my life’s work too. I trust my gut, but also ask myself what would philosophers Karl Marx or Adam Smith say? I surf the zeitgeist to listen to a voice like the best-selling marketing author Seth Godin. I read his blog and have all his smarts at my disposal, instantly.
So here are my five best questions to check your pitch-thinking and see if you are in recession-surviving shape. Strap yourself in, answer truthfully and the next ten minutes might keep you in the boat and floating too.

1. Are you getting your pitch basics right?
The most common errors I find are: poor qualification of the opportunity (as in no real pre-pitch relationship with the buyers, their mood and their drivers); no quality intelligence about the incumbents performance and what the key buyers are really going to decide on; a very loose bid-no-bid process lacking measurables or costs; and, too much focus on us and how wonderful we are. Frequent reviewing of your pitch approach, execution and processes are essential now. Start today, it is not too late now, but tomorrow it is.

2. How comfortable are you about talking about money?
I am always being told: ‘We lost that one price, but we sold on value’ or similar nonsense. Really? If you got your qualification right should that happen? Give me your buying story so I can sell it up the chain and, more importantly, to myself first.
The squeeze on fees is on again. So what’s new? Perception is my reality. We buy on the stories we tell ourselves about the value offered to us. Have you got your recessionary value stories right? Starbucks still gets my recessionary-earned dollar. They recently made me an offer to help me change my coffee story to myself, the club idea to help me continue to justify buying the most expensive drink in town. The pitch: more convenience, more free stuff, more choice and free wifi coming soon. They kept their prices though!

3. How irreplaceable are you?
All of us have had that cold gaze in recent months from others, if not ourselves. Go look in the mirror now and ask that question in your most assertive tone. Ask it as every current client would. What are you doing to show you are irreplaceable? Are you working this into your pitch? Are you laying the benefits down in concrete pillars ten metres high of our joint corporate history? Show me what you know of my past, my present and then you are my future. How much data lies neglected in your files about our marriage that could pre-empt any divorce or dismiss new suitors secret advances?

4. Would you let this team pitch for your life?
Vincent O’Brien, the greatest racehorse trainer of his, or indeed any time, just died. He won the Grand National, Champion Hurdle, Derby and Arc De Triomphe many times. That is like winning all the track events at the Olympics from the 100 metres to the marathon. I would pick him to train the horse with my life on its back. My point here is that your pitch team is your brand and should be constantly trained and coached to perform at their best. The difference between an amateur and a professional isn’t talent – it’s practice. Don’t go if you haven’t prepared to win. Pitch properly or not at all.

5. Do you love this work and are you great at it?
If your answer to both is ‘yes’ and ‘yes’ – proceed. Profits lie ahead and growth too. But if your answer is ‘no’ – stop. Oh I envy you, the truly liberating joy of the recessionary revolution awaits you. But get out now while you still can choose the place and the time. For you truly have nothing left to lose.

Peter Rush is a freelance pitch doctor. He can be contacted at peter@thepitchdoctor.com and via his blog at www.thepitchdoctor.com