How do you make your prospects choose you above your competitors? What reason do they have to do so?
There are lots of pitch stories out there but one that sticks in my mind is the very brave design agency which pitched to British Rail, and deliberately kept them waiting in reception for an hour, with bad refreshments and no explanation for the delay… in other words, trying to get them to experience the frustration that their own customers felt daily!
I say very brave because this particular agency was up against some large competitors and they only emerged to bring the BR representatives into the boardroom when they eventually got up to leave the premises because they had had enough.
What can you do differently to help you compete? This question applies not only in a pitch situation but generally across your marketing. If competitor A does it one way and so do competitors B, C & D then yes it’s safe, BUT let’s face it, boring too.
There’s nothing to make your clients choose you above others. Its the eeny, meeny, miny, moe selection process!
Being different has to be in a way that will appeal to your prospects, not you. Ask yourself what really matters to them and how can you deliver this in a way that they will respond to your offer.
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