How can you customize your client pitch for different decision-makers?

2 Adapt to their personality

Once you know the decision-maker's role, you need to adapt to their personality and communication style. You can use the DISC model to categorize them into four types: Dominant, Influential, Steady, or Conscientious. Each type has different preferences, motivations, and fears, and you need to adjust your tone, language, and approach accordingly. For example, dominant types are assertive, results-oriented, and decisive, so you need to be concise, confident, and focused on the bottom line. Influential types are outgoing, enthusiastic, and persuasive, so you need to be friendly, engaging, and use stories and testimonials. Steady types are calm, supportive, and loyal, so you need to be respectful, empathetic, and show how your solution will benefit them and their team. Conscientious types are analytical, meticulous, and quality-oriented, so you need to be factual, detailed, and provide data and evidence.

3 Highlight your value proposition

After you have identified and adapted to the decision-maker, you need to highlight your value proposition: how your solution will help them achieve their goals, solve their problems, and satisfy their needs. You need to tailor your value proposition to the specific decision-maker, using the BANT and DISC information you have gathered. For example, if you are pitching to a budget holder who is a conscientious type, you need to show how your solution will save them money, improve their efficiency, and meet their quality standards. If you are pitching to an influencer who is an influential type, you need to show how your solution will make them look good, increase their visibility, and enhance their reputation.

4 Address their objections

Finally, you need to address any objections or concerns that the decision-maker may have about your solution. You need to anticipate the most common or likely objections, based on the decision-maker's role and personality, and prepare your responses. You need to use logic, emotion, or credibility, depending on the type of objection and the type of decision-maker. For example, if the objection is about the price, you can use logic to show the return on investment, emotion to show the value of your solution, or credibility to show the testimonials or case studies of satisfied customers. If the objection is about the risk, you can use logic to show the guarantees or warranties, emotion to show the trust and rapport you have built, or credibility to show the credentials or awards of your company.

5 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?