Effective presenters take time to know their client’s expectations. This lets them select the best tactic for delivering their sales pitch so they can solve both their client’s problems and their own. Presenters have this advantage because they know how clients connect with their sales pitch proposals, giving them better pitch ideas.
It’s the same process that advertising agencies consider when making customers connect with the brands they advertise. This connection between brands and customers happens on three levels, the most powerful of which according to a study conducted by advertising giant McCann-Erickson, is Emotional Bonding.
1. Product Benefits
Business gurus George and Michael Belch suggest that on this level, clients connect with your brand based on the benefits it can offer.
At this stage, clients have the least amount of loyalty. They are most likely to switch to the competition if they offer something you don’t have.
2. Brand Personality
The next stage is when your clients assign a personality to your brand. This personality is based on the principles and beliefs your brand will stand for.
Brand communications expert, Carmine Gallo, presents a few examples: it can be the cozy hangout Starbucks is known as, the tough off-roaders of Jeep, or even the classic refreshing drink that Coke is touted as. This is when clients start to associate traits or values they share with your brand.
3. Emotional Benefits
At this stage, consumers and clients alike develop emotional attachments to your brand. This is the highest level, where clients constantly seek you out after you’ve done business with them repeatedly.
At this stage, your previous clients will have no problem looking forward to your future pitches, much like how Apple users always looked forward to the late Steve Jobs showing off his new gadget. This level of trust leads to a positive psychological movement towards your company.
It’s arguably the hardest to achieve, but you get the benefit of clients paying their undivided attention to you whenever you present.
The Main Connection: Develop Trust
Connecting with your audience with a business pitch doesn’t happen overnight. After all, repeat customers are what keep companies alive.
Offer a product with the benefits your clients need, define a relatable personality for your brand, and deliver consistently to help you gain your client’s trust in your company. That’s when the long-term emotional connections happen.
To help you get the most out of this advantage, get in touch with pitchdeck.com today!
References
Belch, George E., and Michael A. Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. 6th ed. Singapore: McGraw-Hill Irwin, 2003.
Gallo, Carmine. The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience. New York: McGraw-Hill, 2010.
“Proprietary Research Technique Called Emotional Bonding.” ZABANGA Marketing. Accessed September 8, 2015.
