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This is a question I am asked quite frequently by clients who are great lawyers but who are challenged when it comes to making a formal pitch.

As a Business Development Coach, my work focuses on showing clients how to get an opportunity to pitch. Once you get it, you will often need an expert to help you win the pitch. For advice on that, I went to Executive Coach Mariette Edwards of Star Maker Enterprises. Mariette has done extensive work with clients on pitching in a wide range of situations. She had this to say on how to increase your chances for winning every pitch you make.

“So often, I see very successful professionals who are brilliant at what they do completely blow a pitch that should have been a winner or at least put them within striking distance of their goal because they failed to do the right preparation. There is only one way to position yourself for delivering a winning pitch and that is to prepare.

“There are five steps to preparing for a new business pitch.

1. Set the right goals. Know what you want your pitch to do. (Hint: Winning is not the only goal.)
2. Know your audience. You must know as much about the people you are pitching to as you can by building a complete profile of each player.
3. Optimize your message. Once you know your audience, you can craft your message to connect with what is most important to them. (Hint: Your message should not be all about you!)
4. Choreograph and practice. Find out from your prospect what the room will look like where you will be meeting. Plan out every minute of your pitch from what happens when you walk in that room, to who will say what and when and how you will handle questions. Then practice, practice, practice—out loud including answering any questions that could come up.
5. Ask for feedback. Invite at least one person to review your practice pitch and get feedback on what is working and what needs to change. If you don’t win the pitch, ask your prospect for feedback on how they made their decision and what you could have done that would have made your pitch better.

“Most people do not take the time to properly prepare. If you do, your chances of winning will be greatly improved.”

Thanks, Mariette. Look for Mariette's new book, The Creative Curse: Why Creativity Is Not Enough coming soon.

Until next time,

Robin