{"id":5381,"date":"2016-09-07T14:49:31","date_gmt":"2016-09-07T12:49:31","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=5381"},"modified":"2023-08-10T12:24:49","modified_gmt":"2023-08-10T10:24:49","slug":"pitch-value-potential-customer","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/pitch-value-potential-customer\/","title":{"rendered":"How do you pitch value to a potential customer?"},"content":{"rendered":"

I\u00a0don\u2019t believe pitching to be\u00a0a dark art \u2014 there is <\/i>a formula that, once followed, will get you on a level that\u2019s better than 70% of people out there. Let\u2019s look at some of the elements of a great pitch.<\/p>\n

Actually, hold that thought. Let\u2019s watch a great product pitch first, and then pull it apart.<\/p>\n

Cut to\u00a0the\u00a0end of the first season of Mad Men<\/i><\/a>, where Don Draper, Creative Director of ad agency Sterling Cooper,<\/em> is tasked with presenting a pitch for a new slide projector (anyone remember those things?!) for some Kodak execs.<\/p>\n

<\/youtube-video><\/p>\n

\u201cThat\u2019s great,\u201d I hear you say, \u201cbut this isn\u2019t real. <\/i>It\u2019s a dramatisation that would never work in real life.\u201d Sure, there\u2019s some cheesiness added, but there are actually some critical, timeless lessons to learn from the pitch we just watched.<\/p>\n

Enter the conversation in the customer\u2019s head<\/b><\/h1>\n

The best way to get on the same level as your audience is to already know what they\u2019re thinking (or what questions they\u2019re asking) and join the conversation from that point. That way, you\u2019re inspiring confidence in letting them know that you fully identify with the problem they\u2019re facing.<\/p>\n

Example: <\/b>In the clip above, the Kodak execs start the conversation by talking about the technology, and the difficulties of marketing something that\u2019s not \u201cdesirable\u201d. Don joins in:<\/p>\n

\n

\u201cWell, technology is a glittering lure. But there\u2019s the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product.\u201d<\/i><\/p>\n<\/blockquote>\n

\"Carousel
Source: Mad Men (Lionsgate)<\/figcaption><\/figure>\n

Be mission-driven<\/b><\/h1>\n

If you want to inspire action in your audience on a low level (buying your product), you need to inspire them to buy into your mission on a high level. Why should they care? What\u2019s the point? This is your chance to convey passion for the problem that you\u2019re solving.<\/p>\n

If you want to learn more about this approach, make sure you watch Simon Sinek\u2019s TED talk, \u201cHow great leaders inspire action\u201d:<\/p>\n

<\/youtube-video><\/p>\n

Simon\u2019s example of how Apple approached Marketing from a completely different angle to pretty much any company at the time is something that\u2019s always at the front of my mind when planning a Marketing strategy. The\u00a0structure below can be used when pitching value to potential customers (note that the order is the most important thing here).<\/p>\n

    \n
  1. Why<\/b> (you do it)<\/li>\n
  2. How<\/b> (you do it)<\/li>\n
  3. What<\/b> (you do)<\/li>\n<\/ol>\n

    To take Simon\u2019s Apple example from the talk, it\u2019s the difference between what most Marketing looks like (what – how – why):<\/p>\n

    \n

    \u201cWe make great computers, they\u2019re beautifully designed, simple to use and user friendly. Want to buy one?\u201d<\/i><\/p>\n<\/blockquote>\n

    and what Apple does (why – how – what):<\/p>\n

    \n

    \u201cIn everything we do, we believe in challenging the status quo. We believe in thinking differently. We do this by making our products beautifully-designed, simple to use, and user friendly. We just happen to make great computers. Want to buy one?\u201d<\/i><\/p>\n<\/blockquote>\n

    Use actions over words wherever possible<\/b><\/h1>\n

    In the Mad Men clip, Don used the actual product — the projector — to do the pitch. The whole thing spoke for itself!\u00a0While it’s obviously not\u00a0feasible for every product out there, if you have the chance to use\u00a0your product as part of\u00a0the pitch in any way, you should jump on the opportunity. Actions speak louder than words, and if your product delivers true value in an effective way, your audience will understand\u00a0this nearly instantly.<\/p>\n

    Demonstrate value, not features<\/b><\/h1>\n

    Don doesn\u2019t talk about any technical features of the product in any way in his pitch. None. It doesn\u2019t matter that the projector has an infra-red remote control, or more lumens of brightness than any other product on the market. This isn\u2019t value.<\/i><\/p>\n

    Again, it\u2019s about giving the audience a reason to care deeply about the product. How does it make their lives better? Does it make them appear a better person to their colleagues? Will it bring them closer to their loved ones? These are the things that people care about.<\/p>\n

    When it comes to B2B, Marketing thought leader Seth Godin<\/a> summed things up pretty concisely\u00a0when he said that deep down, people in business have one of two goals:<\/p>\n