What do you do if your media sales pitch isn't capturing the attention of potential clients?

Take a step back and think about what it is your really are as an organisation…not what you sell…what you are. What is different between you and all the other organisations in your sector and how do you appear as something fresh, different and relevant? The best way to do this is stop pitching the way others do and turn to storytelling. Create unique stories that tell your story and separate you from the crowd. Stories that draw people in, allow them to see inside your commercial lives and find the value. When you turn from stiff pitching to unique and compelling stories, everything changes….but you have to get it right.

First thing you sell is you! Your presence; your professional presence and then your company and product. Remember they see you and hear you first; make that introduction dynamic.

Here’s a novel concept…stop pitching. People are tired of pitches. Do something different that stands out. Instead of walking us through the slide deck that tells us how great you are, who you work with, when you were formed and where your offices are….grab our attention with something completely different. Instead of trying to sell….think “how can I put this people in the position where they want to buy?”. Tell us stories that set you apart from the usual ‘stuff’. You can’t hope to connect with your prospects by boring them to death with the same fluff they saw 6 times before you… Your stories are the gold and I when you really boil it down….it’s likely the only thing that makes you unique.

This is the most important element…practicing . It always amazes me how many organisations don’t check how their company is portrayed in sales meetings. Here’s a brilliant tip - Start role playing session internally. Let the people who pitch to your clients pitch to you. Play out roles: The technician - be the type who ask lots of questions while the pitch is in flow. See how your people deal with it. The doubter - doesn’t believe you and prefers your competition. The cost controller - only interested in price. Play out lots of scenarios with your team and practise how to deal with them. Coach the team on how they should come across and how to build a compelling case for you. Don’t leave it to chance, practise and refine.

Role play is the most false and degrading aspect of sales training. Knowing your products and your competitors products and the plus’s and minus’s are the closure factor in sales as is your passion for your product. Sales training needs to be engaging and informative to inspire your sales team. The elevator pitch was always the cutting edge. What makes a customer stop in their tracks and want to listen to you. Passion for your company and your products is my answer. Paint your picture in the mind of your clients by making them feel as positive about your product and your company. Painting a personal image in their mind will leave you memorable in their minds and ensure your follow up appointment.

Once you have engaged and interacted with your potential clients make sure you have made a follow up appointment to fully explain your business.

Explain your Unique Value Proposition (UVP), and address pain points, it's essential to reassess and refine your approach. Start by reviewing any feedback you've received from clients or prospects. Dive deeper into understanding your target audience and their pain points through additional market research and competitor analysis. Clarify and strengthen your UVP to communicate the benefits of your media offerings and how you can address specific challenges faced by your audience. Craft compelling messaging that resonates with the needs and goals of potential clients. Personalize your consultative sales approach for each prospect, demonstrating that you've done your homework and understand their unique situation.