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Pitching
3:26 with Paul BoagAn effective pitch requires enthusiasm, listening, and a bit of psychology.
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I've got an embarrassing secret to let you into—
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I really enjoy pitching.
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I really enjoy going in to clients
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and winning work, but I recognize that I'm weird.
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Most of us don't enjoy it.
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Most of us find the pitching process really quite difficult
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and quite cringe making.
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So let me give you some advice that maybe will make it a little bit easier
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and increase your chances of success of winning work.
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First of all, be enthusiastic.
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It's amazing how far enthusiasm will take you.
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Just show that you care about your subject—
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that you care about their project.
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It will go so far if you just look like you care.
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I once had a client say to me—I'm embarrassed to say this, but it's true—
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"How can I not hire you, it would be like kicking a kitten."
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And I just love that.
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I love that my enthusiasm and passion for the subject
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came across so much that that's what it was compared to.
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Being enthusiastic will take you such a long way.
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But enthusiasm by itself is not enough.
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You also need to demonstrate your listening.
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If you get so overexcited that you're not paying attention,
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things don't go well—trust me, I know.
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The easiest way to show you're listening—to be honest—
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is just repeating back to people what they've actually been saying to you
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but using different words.
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It's not really that complicated.
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You should be doing this in your proposal in responding to your RFP,
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but you can do it in the pitch as well.
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Make sure that your client knows that you understand their challenges.
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So instead of talking about yourself and how great you are all the time,
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just pay attention to their needs.
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Talk about them and what they're struggling with.
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That's far more important than overselling yourself.
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You can look desparate if you talk about how great you are too much.
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Be sure to watch your body language.
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Not just your body language but more importantly, theirs.
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Are they nodding?
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Are they agreeing with you?
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Are they taking notes?
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Do they look concerned?
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If you're not sure what's going on—if for example
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somebody is looking a bit unsure or concerned about something, ask them.
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Say, "Do you understand what I'm getting at?"
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Or, "Does that make sense to you—are you happy with that?"
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Make sure you allow lots of time for questions and answers
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but don't overstay your welcome.
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So often a presentation can go on too long.
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You feel that there's so much that you have to say
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that you keep talking and talking and talking,
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although admittedly that might just be me,
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and you outstay your welcome.
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Make sure you keep the presentation short,
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have lots of time for questions, and you'll be fine.
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Most of all please, please don't get demoralized.
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You will lose projects, and oftentimes when you do lose them
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even after a great pitch, it's for no discernible reason
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and not because you're rubbish or you've done anything wrong.
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Pitching can be hard, but if you don't let yourself get demoralized
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and keep up those enthusiasm levels, you'll be fine.
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It will all be great.
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