Angela Hatton: The Definitive Business Pitch

Cover: 9780273708261 | The Definitive Business Pitch | Angela Hatton | Taschenbuch | 216 S.

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Sprache: Englisch

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Beschreibung

Good ideas don't sell [...] today's business world it's no longer just sales people who are responsible for winning business. Many people, from TV producers to landscape gardeners, consultants to builders, need to employ convincing communication skills to win clients and commissions. Even managers within a business have to sell their ideas, proposals and plans as they compete for support and scarce [...] increasingly competitive markets the norm, your customers and clients are almost certain to have a choice. It's not just what your business can do that matters - it's how you pitch your offer that determines success. Poor preparation or presentation at the pitching stage will lose the business to a competitor. Getting the basics right is not enough: you have to get ahead of the competition. This guide is packed with practical ideas, tips and checklists that will ensure you are ahead of the crowd. It takes you right through the process, from deciding whether or not to pitch, getting to know the client, doing the essential preparation and then pitching for success. Unlike most of the titles available, this book covers both written proposals and oral presentations, showing you how to harness effective business communication skills to make the perfect winning pitch. The Definitive Business Series will ensure you get up to speed fast with all the business essentials you need to be a success. With their guided step-by-step approach the latest practical business techniques and concepts and their easy-to-read style, The Definitive Business Series cover every aspect of the topic from the business basics to the essential skills needed to progress in your career. The Definitive Business Series. Your fast-track to business success.

Über den Autor

Angela Hatton is a specialist in marketing strategy writing, consulting and training. She has more than 16 years' experience of pitching for training and consultancy for her own marketing and management business; 'Tactics'. Over the years, her core clients have included Lloyds TSB, Norwich Union, IBM and BT. She has facilitated workshops on successful pitching and presentations for clients such as the BBC and IPC Media. Hatton is author of The Definitive Guide to Marketing Planning ([...]).

Inhaltsverzeichnis

About the author

Preface

Symbols used

Acknowledgements

Introduction

1 Good ideas dont sell themselves

Persuasive communication a life skill

Building a better mouse trap the basis of competitive advantage

What is a competitive advantage?

What is a sustainable advantage?

The pitch the missing link

Its not my job

2 Spotting the pitfalls

The value of auditing

A simple communication process

Roles in the buying process

Delivery format

Understand the decision-making process

The message

Noise and feedback

Troubleshooting

3 To pitch or not to pitch

Saying no needs bravery

The facts and the figures

Metrics matter

But who do we say no to?

The challenge of profiling

Profiling the successes

Screening opportunities

Do we want the business?

Manage the volume

How to say no

4 Getting to know the market

Real customer focus

The sector context

The role of marketing

Build the big picture

A market checklist

Set up competitor watches

Where does customer information come from?

Digging for detail

The brief the information starting point

Organisingyour research

Meeting the decision-making unit

Success lies in preparation

5 Putting on the customers shoes

A source of competitive advantage

Understanding empathy

Turning features into benefits

Interpreting research with empathy

Establishing the parameters

About you or about me?

Look and listen

Body language clues

Summarising empathy options

6 Preparing to pitch

From building blocks to business

Setting the scene

Setting the strategy

Preparing the team

Who does what role?

Know your team

Briefing the team

Structuring the pitch

Added value and the bottom line

Timing

Using support materials

Practise, practise, practise

7 Pitching with punch

Just another pitch!

First impressions count

Managing expectations and time

Working alone the salespersons pitch

Choreographing the pitch

Involve the audience

Presenting complex data

Adding the price tag

Watching body language

Tackling questions

Dont be surprised

Its a question of money

Remember a strong finish

About that impact

Next steps

8 Winning proposals

What are they?

The problem with proposals

Proposals as physical evidence

Start with the brief

The proposal

Building a persuasion sandwich

The value of templates

Notice the sales message

Written not spoken

Sending your proposal

A legal footnote

9 Preparing to present

Communicating

Pitching selling

Scoping your presentation

Factors that make a difference

Technical resources and support

Selecting strategies

Structuring presentations

A presentation checklist

About support materials

Details

Erscheinungsjahr:	2024
Fachbereich:	Betriebswirtschaft
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	216 S.
ISBN-13:	9780273708261
ISBN-10:	0273708260
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Hatton, Angela
Auflage:	1. Auflage
Hersteller:	Pearson Business Pearson Education Limited FT Publishing International
Verantwortliche Person für die EU:	Pearson Studium im Verlag Pearson Benelux B.V. Zweigniederla, Sankt-Martin-Str. 82, D-81541 München, buchhandel@pearson.com
Maße:	240 x 170 x 12 mm
Von/Mit:	Angela Hatton
Erscheinungsdatum:	05.09.2024
Gewicht:	0,372 kg