Managing the impression you make.
Gourmet chefs know there’s more to great food than flavor alone—a dish’s success is also profoundly influenced by its visual presentation. Since customers “eat with their eyes” first, chefs work meticulously to ensure the best possible impression before the food is even tasted.
Likewise,even the most stellar products need beautiful packaging and words that highlight their best characteristics. These set customers’ expectations and help them get a feeling for the benefits that aren’t immediately visible. And this is exactly the function of your pitch: to make a great impression as a preview of what's to come.
Whether you already have a good working pitch or haven’t yet formalized your talking points, I invite you to consider your sales material from the following four perspectives: as a buyer, sales rep, manager and scientist. Each of these viewpoints offer insights to make your pitch feel more multi-layered and authentic.
By the way, a demo should be thought of as a pitch too, since it's often one of the last moments to convince a warm lead to choose you. In fact, I would argue that every single interaction with the client is an opportunity to persuade. Each engagement is part of your pitch repertoire, whether you notice it or not.