June 5, 2009

Book Review: How to Win a Pitch

by Meryl Evans

Need make a pitch to win a deal? Take a look at How to Win a Pitch: The Five Fundamentals that Will Distinguish You from the Competition, a new book by Joey Asher that hones in on building presentations that help your business surge ahead of its competitors.

The book’s approach fits BBP like two well-crafted puzzle pieces meant for each other. Asher’s formula for creating a pitch contains three acts, just like in the BBP approach. Asher introduces and explains five fundamentals to produce an outstanding presentation using a flowy and easy-going writing style.

This is not another book focusing on body language. Instead, he addresses the things so many businesses forget to do when trying to win a contract. For one, they don’t tell clients what’s in it for them, or at least, clearly present a problem-solution. What keeps your clients up at night? If you can answer that in your presentation, you’ll have fulfilled the first fundamental. Plus, Asher gives real-life examples how companies have achieved this.

The next fundamental states that you should focus on three key points. Some presentations make so many points that the audience doesn’t remember one thing. BBP and Asher believe people best remember three points and that’s what businesses need to focus on when creating a presentation.

Asher has never heard one client admit they selected a contractor because he had nice slides. Nonetheless, he offers plenty of good advice in working with PowerPoint the right way.

Passion is the third fundamental. Think of a favorite phrase. Imagine one person delivering it in a monotone and the other with energy. It’s obvious which one will win you over. This part delves a little into the body language and vocal part of presentation giving. At least, it’s only one fundamental and not taking up a quarter of the book. He goes so far to suggest how you should present yourself when seated.

The fourth fundamental is interactivity. If your prospect never asks questions or waits to speak up until the end, then it’s likely you haven’t done the best job possible in pitching. Do you really want to pay someone $100,000 without having in-depth conversations? Asher’s tips help you ensure and encourage interactivity during your presentation.

Finally, the fifth fundamental is to practice, practice, practice even though you may not be trying to get to Carnegie Hall. You may know your business, product, service or whatever very well that you don’t think you need to rehearse. Think again.

Structured presentations work differently than informal conversations with clients and colleagues. Again, Asher comes through with shining ideas and examples on how to make rehearsals work. It’s not about memorizing the material, but about telling your story in a smooth, friendly way. Some businesses give presentations in teams and he has that nicely covered, too.

Blend BBP with How to Win a Pitch and you’re on your way to winning more business than you can handle. That is, if you follow the advice and apply Joey’s ideas as suggested. Presenters, sales and anyone who wants to sell an idea will benefit from How to Win a Pitch.