Getting The Clues To Win A Pitch
In every conversation there are clues. Clues about how the other person is feeling, clues about what they think about you, clues about what their constraints are. Recognizing this fact and learning how to uncover these clues is essential to success in relationships and negotiations.
It has become a semi-common phrase for people to say of others, “He doesn’t understand social queues.” This sort of uppity social differentiation isn’t the kind of thing I’m talking about here. (Just because someone doesn’t understand your region-and-subculture-specific facial expressions doesn’t mean you’re better than them, it probably just means you need to communicate more clearly). But that’s a blog for a different day. What I’m focusing on today is communication clues within negotiations and pitches.
If you’re pitching a brand, the person you’re speaking with is ripe with clues. You could go in blind, pitch hard, and hope for the best. Or you could ask qualifying questions to understand where they’re really coming from in order to design a package that suits their long-term needs.
Here are some of the clue-finding questions I’ve relied on:
What is the most stressful part of your job?
What are you in charge of at your company?
What does an ideal outcome look like for you here?
What does a successful relationship look like to you?
How have other partners not measured up in the past?
How many people are on your team and in your company?
What do you have to do to get this approved? How can I help with that?
Do you have a ballpark budget in mind or would you like me to present a few options for you?
When I first started freelancing, it felt like everything was a big secret. I felt like I couldn’t ask clients these questions and they wouldn’t tell me if I did. Over the years, I’ve discovered that my fears were unfounded. In the right context, all of these questions can be asked, and the insights gained from them can be the linchpin in winning a pitch.
Good luck out there!
