It’s a commonly overlooked component of the sales process-yet if you want to close more deals with more prospective clients-it’s a crucial component.
I’m referring to the Pitch Book.
- You need it if you’re marketing high value services.
- You need it if you’re marketing alternative investments to accredited investors.
- You need it if you’re seeking luxury real estate listings.
Simply put…you need it.
So what is your Pitch Book and where does it fit into the marketing/sales funnel?
Simply put, your Pitch Book is a 10-15 page PDF that discusses how you’re going to make money for the people you want to do business with. It walks prospective clients through your strategy. It showcases your brand, communicates who you are and why you’re different from others.
It’s both the document you provide while you are talking one-to-one with prospective clients, and it’s the piece that they will use to communicate value to others in their organization when you are not present.
What are the components?
- The overview of who you are and your area of specialization.
- A summary of your understanding of what the client wants to achieve.
- A discussion on how your solution meets those needs. (Remember to link your features with the desired benefits. This is a common step that’s all too often overlooked.)
- Fees. (If you don’t have a specific number, say, “Clients such as you, seeking to achieve the results we propose, typical invest between X and Y.”
Your pitch book can be either extremely specific or rather general. Both are fine, but depend upon when you introduce it in the cycle.
My recommendation would be to have the pitch book ready and sent the day of your initial consultation. Not only is it a visual reminder of what you discussed, but it can keep you on track and make the consultation even more successful.
If you have a pitch book you’d like me to review, please let me know.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube