The science resides in following the rules which if applied correctly prevent mistakes and increase the odds of success. In twenty-five years of selling the intangibility of thoughts, ideas and concepts as an operative in the ad agency and marketing consulting fields, I give you a baker's dozen tips which will move you from the losing to the winning column in your next new business solicitation venture. What's in it for me. For every statement that you make to the prospect a benefit must be overtly communicated or strongly implied. Most of what is communicated in the pitch is emotion confidence, enthusiasm, excitement, fear, hesitation, lack of guts, sensitivity, etc.
Prospects have remarkable antennae.
Let them know that we're human, that we laugh, we scratch just like they do. Reduce the tension. They should feel that working with us will result in good karma not constant dissonance and discord. It's that chemistry thing again. Deal with the prospect as if he or she is already a client.