Learn the Secrets Behind a Successful Consulting Pitch
Your proposal is ready. Your team has researched, brainstormed, written, and designed the proposal to perfection. And you’re pretty sure that you can do an amazing job on the project you’re writing about. Once the client has read your proposal, they’ll see that you’re the consulting team for the job.
Unfortunately, just sending a proposal doesn’t guarantee that it’ll be read. Proposals tend to be hefty things and most people have a lot to do with their time. They may not get the chance to read the whole proposal cover to cover. In fact, they may just skim through it, skip to the pricing section, or only read half of it, if other obligations arise.
In order to make sure that you get your ideas through to your audience, you can’t rely only on the written material. It’s also a good idea to make a verbal pitch. Before you make the pitch, keep these pointers in mind:
Present the members of your team to spark the interest of your client and really build your credibility.
If you’ve misunderstood the needs of your client—that’s OK. You can always re-evaluate and get back on track.
While most of us are more comfortable sending out written material than we are standing in front of an audience and presenting our ideas, having your team pitch its proposal can be incredibly effective. Here are our top five tips to present your proposal and to impact your audience:
1. Don’t forget that it’s all about the client.
It’s tempting to devote time to talking about your background and your achievements—don’t. Take advantage of the time you have with the client to ask questions and provide further clarifications about your proposal.
If you feel that the proposal went slightly off-track, don’t be afraid to adjust and take it in a different direction. These meetings are great opportunities to co-construct with your client, according to her requirements. Take advantage of the time and to really home in on the client’s needs and create the buy-in.
2. Be mindful of the selection process.
Every company will define its own criteria to select the best consultant for its unique needs. During your proposal, you must make sure that you fulfill as many of those criteria as possible. If you do, you’ll maximize your chances of earning the project. There are several key points that almost every client will want to hear about, so make sure that you address them.
Deliverables: Be clear about what you will deliver to the client.
Impact: What will your impact be? Will your impact be made on the bottom line? On the teams?
Differentiation: What makes you the right consultant for the project?
Grow your Consultancy
The many common mistakes performed by consultants while preparing their proposals are not just inside their head. Mistakes often enter into proposals and presentations in the most awkward time and manner.
Ask your contact or procurement beforehand if there are other important points you should address.
3. Know your proposal inside and out.
This may seem like a given, but the better your team knows its main talking points, the more confident you’ll be when you’re actually in the pitch. Before the actual pitch, try going over all of the main points out loud, so you can find any areas that could be better clarified.
Make sure that you know your parts, and that every team member knows his parts, too. Take reassurance in the fact that this is a collaborative effort, and that your teammates wil be there to field questions with you.
The bottom line is that the better everyone knows all parts of the proposal, the more confident you’ll all feel while you’re making your presentation.
4. Tell a story.
People are always more interested in stories than they are in facts and figures. Even if the facts and figures are impressive, a story is much more likely to grab an audience’s attention and keep it.
Stories work because at the heart of every story is the main character. A story involves people who look, think, and act like us. We’re always curious about what other people are like and what they’re thinking and feeling. So if you can make a point with a story, your team is sure to grab the audience.
The story can be a simple one about how you went about implementing your ideas at a company, or it can be taken from historical and news sources. In general, if you find the story interesting, your audience will, too. A pitch is your team’s chance to impress and interest the audience with a story they can relate to.
5. Remember that a picture is worth a thousand words.
Whether you believe in this saying or not, there’s no harm in using a few pictures along with all the written words in your proposal. This is easily done nowadays with the help of programs like PowerPoint.
Choose your pictures carefully. As per this article from Sitepoint, it’s possible to put your audience to sleep with too many charts and graphs. Of course, if your chart or graph makes an important, dramatic point, such as how changes like the one you’re suggesting have greatly increased revenue for other organizations in the past, you need to show your audience this.
Overall, the images that work the best are the ones that people can easily relate to. If you’re suggesting a human-resources overhaul, you can use a couple of images of happy, smiling employees. This might seem too simple, but people respond positively to smiling faces and images depicting health and happiness.
6. Be humorous—but cautious.
Making people laugh can also help you to pitch your proposal. Make sure that none of your jokes are made at anyone’s expense. It’s hard to stay politically correct when it comes to humor, but a verbal presentation of a proposal is no place to challenge people’s norms! So keep your jokes as harmless as possible.
At the same time, there’s not much point in using a joke unless it is actually funny, and maybe even a little edgy. Have your team test out the jokes with friends and colleagues before you use them in your pitch. You don’t want your audience groaning when your punch line comes around.
7. Keep it short.
This is a good rule to follow both for pitching proposals, and for writing them. Most good writers will tell you that writing concisely is the most difficult task. Delete everything that’s not necessary. Of course, this can be hard to do, because everyone falls in love with their own writing.
Make your pitch exciting, dramatic, informative, and short. Pour as much as you can into the time you’ve allotted yourselves. Choose the points you’re going to emphasize with care and explain them fully. If your audience wants to know more, they can always read the proposal.
Try to think about your pitch from someone else’s point of view, so that you can remove any unnecessary talking points. No one wants to listen to an hour-long monologue. In short, your pitching material is different from your detailed proposal.
Hélène Laffitte is the CEO of Consulting Quest, a Global Performance-Driven Consulting Platform and author of “Smart Consulting Sourcing”, a step by step guide to getting the best ROI from your consulting. With a blend of experience in Procurement and Consulting, Hélène is passionate about helping Companies create more value through Consulting.