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Last updated on 2024年6月28日

You're preparing to pitch to two different clients. How do you adjust your communication style for each?

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When you're gearing up to pitch your ideas or products to clients, it's crucial to tailor your communication style to match their preferences and expectations. This is not simply about what you say, but how you say it. Your pitch's success can hinge on your ability to connect with the client on a personal level, which involves adjusting your tone, language, and delivery to resonate with them. Understanding the client's business culture, values, and communication etiquette can provide valuable insights into crafting a pitch that speaks directly to their needs and interests.

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1 Know Your Client

To communicate effectively, you must first understand who you're speaking to. Research your client's background, industry, and company culture. A tech startup might appreciate a casual, high-energy presentation, while a traditional law firm may prefer a formal and detailed approach. Pay attention to their past interactions, marketing materials, and corporate language. This will enable you to align your pitch with their communication style, which can help establish trust and rapport.

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Héctor Mansur

Comunicador en Grupo Televisión Litoral
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Es primordial un buen saludo, cálido y mirando a los ojos. Acto seguido es de vital importancia el saber escuchar. Esto nos permitirá saber rápidamente que busca o pretende nuestro cliente. Luego comenzaremos a interactuar con el mismo de manera intercalada, a paso lento, creando un clima, casi como en el comienzo de un romance, el cual nos puede llevar a una relación de fidelización eterna, sin dudas lo más deseado por una empresa.

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Lorena Risso

Top Voices Latin America 2024 by Thinkers360 | Comunicadora | Marca Personal | Mentora y Speaker | Creadora de Learning Branders
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Además de adaptar tu estilo de comunicación, es esencial ajustar el contenido a las necesidades específicas de tu audiencia. Identificar los desafíos y objetivos clave de tu cliente te permitirá ofrecer soluciones más pertinentes y valiosas. Utiliza ejemplos y casos de estudio que resuenen con su contexto particular, demostrando así tu comprensión y experiencia en su sector. La personalización va más allá del tono; se trata de hablar el mismo idioma en términos de prioridades y expectativas, lo que reforzará tu credibilidad y facilitará una colaboración más fluida y efectiva.

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Pratibha Tiwari - Coach, Trainer, TEDx Speaker, Author

Empowered 4000+ professionals to excel in careers through Corporate Training & Peak Performance Coaching ??| TEDx Speaker | AI Communication Trainer | Soft Skills & Behavioral Expert | Author
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For a more formal, corporate client, focus on a polished, professional delivery with an emphasis on data-driven insights. Use clear, concise language and be prepared to address any detailed questions or concerns. For a more casual, entrepreneurial client, you can adopt a more conversational, personable tone. Weave in relatable stories and analogies to help them visualize the impact of your solutions. Be open to a more interactive dialogue and be ready to pivot based on their feedback and reactions. Regardless of the client, always strive for authenticity and a genuine connection. Tailoring your communication style shows your ability to understand and cater to their unique needs, which can give you a significant competitive edge.

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2 Personalize Your Pitch

Personalization goes a long way in making your pitch stand out. Once you've grasped the client's preferences, tailor your message to address their unique challenges and goals. For a creative agency, highlight innovation and design, whereas for a financial institution, focus on reliability and return on investment. Use language that resonates with them and examples that reflect their industry. This shows you've done your homework and are genuinely interested in providing value.

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Héctor Mansur

Comunicador en Grupo Televisión Litoral
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Tener un discurso personal, de sello propio, atraerá de manera importante a nuestro potencial cliente. El hablar claro y preciso será de vital importancia. ?Recuerden que "menos es más"! La abundancia de información puede ser contraproducente y podemos perder la venta. Solo ir a fondo si el cliente lo requiere. También dar detalles técnicos del producto será una buena idea, siempre y cuando no sea excesivo y terminemos mareando o confundiendo al cliente en cuestión.

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Olivia Rutman, CTP

Leader | Innovator | Speaker | VC Backed Founder | Childcare Expert | Top 40 Under 40 | 3x Boy Mom | CEO at Kids Care Finder | Seasoned Sales Enablement and Training Professional
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You definitely want to personalize to fit each client. The core message can be the same, but the way that you introduce it, the way that you get them to care, and the way you tie it to their business should be custom. What does your solution mean to their company? What are the benefits? What’s the ROI? What’s the emotional impact you made during the pitch? Those should be more custom, even if the solution, pricing, and call to action are the same.

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3 Adjust Your Tone

The tone of your pitch can make a significant difference. A dynamic and enthusiastic tone may work wonders with a young, energetic company, but it might overwhelm a more conservative client. Conversely, a too reserved tone might seem dispassionate to a client who values bold ideas. Listen to how they speak and try to match their level of enthusiasm and formality. This mirroring technique can subconsciously create a sense of familiarity and agreement.

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Héctor Mansur

Comunicador en Grupo Televisión Litoral
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Mirarnos al espejo es algo que no podemos evitar diariamente. Por ende pensar que nuestro cliente sea como un espejo nos dará un resultado positivo en primera instancia, para luego si saber cómo seguir o no. El tono del vendedor debe tener empatía con quien está enfrente, pero a la vez debemos controlar los excesos de emociones. Somos quienes comandamos o lideramos la conversación y esto nos hará ver de manera inteligente cuando debemos ser "espejo" del cliente y cuando no. ?Un buen vendedor siempre debe asegurar la venta!

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4 Consider Communication Channels

Different clients might have different preferences for communication channels. Some may prefer in-person meetings, while others might opt for video conferences or phone calls. Understanding these preferences is crucial; it shows respect for their comfort and working style. Additionally, the channel you choose can affect the delivery of your pitch. For instance, visual aids are more effective in-person or on video calls than on a phone call.

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Héctor Mansur

Comunicador en Grupo Televisión Litoral
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Respetar la intimidad es un legado educacional y la ética es lo que nos diferencia del competidor, por ende saber escuchar y respetar la vía de comunicación con la cual se siente más cómodo nuestro cliente será fundamental para el "Romance comercial". La mayoría puede sentirse cómoda mediante mensajes de WhatsApp, pero para otros será mejor vía E-Mail o simplemente llamados telefónicos. Ni bien detectemos comprender cuál será la zona de confort de nuestro potencial cliente, estaremos recibiendo la clave para un camino exitoso. ?Respetar dicho trato es fundamental, tal cual como debemos hacerlo en nuestra vida personal también!

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5 Timing and Pacing

Timing and pacing are critical elements of your pitch. A busy startup founder might appreciate a concise, fast-paced presentation that gets straight to the point. In contrast, a corporate executive might expect a thorough analysis with time for reflection and questions. Gauge how much information your client can absorb at once and adjust your pacing accordingly. This ensures they are engaged and can follow your train of thought without feeling rushed or bored.

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Héctor Mansur

Comunicador en Grupo Televisión Litoral
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?Vísteme despacio que estoy apurado! Nada mejor que esta frase para entender los tiempos de una venta perfecta. Darnos cuenta de cuento tiempo tendremos para una primera cita, nos hará resolver sobre la marcha cuanta información brindaremos, ya todo de una vez, muchas preguntas hacia nuestro cliente o demasiada información técnica puede ser contraproducente. La charla puede terminar rápidamente, pero podemos seguir por escrito y tener cautivo allí a nuestro potencial cliente. ?A veces lo escrito gusta más que lo oral!

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6 Follow-Up Etiquette

After delivering your pitch, the way you handle follow-ups can also be tailored to each client. Some may appreciate a quick email summary of the key points discussed, while others might expect a formal proposal document. Consider their preferred method of communication for follow-ups and the expected timeframe. Being considerate of their process not only shows professionalism but also reinforces that you are attentive to their needs.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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ANSARI SHABNAM ATEEQ B.Sc, MBA (Mktg x HR), PMP?, CPTD?, CPLP?, Strategic Management and Leadership

3X Top Communication Voice I Instructional Design I Learning & Development
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When you're preparing to pitch to 2 different clients, adjust communication style based on what THEY think of themselves & their needs. Client A has mediocre equipment but thinks they have the best. Position your portfolio as the best for those who seek & invest in the best. Client B has great equipment but doesn't think it is good enough. Position your portfolio as the one that closes gaps not only with products, but also with add-ons for what they already own. The keyword is 'self-image'. A pitch about how they don't have what they need mostly fails because it is not a business case they can present internally. It calls competency of that person into question (you were hired to get good stuff & you tell me what we have isn't good enough?)

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You're preparing to pitch to two different clients. How do you adjust your communication style for each?

1

2

3

4

5

6

7

1 Know Your Client

2 Personalize Your Pitch

3 Adjust Your Tone

4 Consider Communication Channels

5 Timing and Pacing

6 Follow-Up Etiquette

7 Here’s what else to consider

Communication

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You're preparing to pitch to two different clients. How do you adjust your communication style for each?

1

2

3

4

5

6

7

1 Know Your Client

2 Personalize Your Pitch

3 Adjust Your Tone

4 Consider Communication Channels

5 Timing and Pacing

6 Follow-Up Etiquette

7 Here’s what else to consider

Communication

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