Page 51 - GS180501

Inspiration

If you can pitch to one,

you can pitch to a group

hat if you're about to set an appointment 3. Find out who is boss of whom. Knowing who has
with a prospect who has expressed great the power in the organization will help you if two of
enthusiasm for your offerings, and then you the decision makers have opinions that conflict.
W find out the individual you're speaking with
does not have sole decision-making power but is, instead, 4. Find out the history of the decision makers. This
part of a five-member team that will determine whether is along the lines of number two. The person highest
you'll receive a yea or nay? on the totem pole isn't necessarily the one who has
all the clout. Watch for human dynamics. If every-
First, do not panic or become discouraged. Keep negative one agrees with the boss, you know who you need
emotions in check. Having more people to convince means to convince.
you'll have more work to do. However, the work is far
from overwhelming. With a little planning, you can easily 5. Make certain you find out about any decision
impress an entire team, according to Paul H. Green, author makers who are not present. Get their names and
of Good Selling! SM: The Basics. positions and see if you can find out why they're not
present. Try to get something to them in writing.
"Just because you need to get the 'yes' from a group of
people rather than one doesn't mean it will be harder," 6. Find out what each person wants, and be sure to
Green wrote. "It's still just one 'yes' and you still need to ask the quietest member questions. If anyone is too
overcome the same obstacles." quiet, he or she may have concerns that will not be
voiced until you leave. Make sure you hear all objec-
Six tips for presenting to a group tions before the group meets without you.
Green also offered the following six steps to ensure your
pitch to a group of decision makers will be effective: Green added that you don't need to be a psychology major
to present your service to a group of people; you just need
1. Find out the names of the players and what they to be observant.
do, so you can make your product attractive to each
person. For example, the manager will be happy that And as always, it's important to do advance research on
closeouts are easier; the salesperson will be pleased the company and its culture and imagine how the people
that the checkout time is faster; and the owner may you're about to meet think; clarify beforehand what you
be attracted to the lower cost of equipment. will promise during the presentation; don't overwhelm
your audience with data – keep it simple; invite interaction;
2. Make sure you notice how each person is intro- let them know what the next steps are; and above all, keep
duced and addressed. Find out if the company uses your attention on your prospects, not on yourself.
last names or only first names, and follow their pro-
tocol. Remember, the same rules may not apply to the
boss as apply to everyone else. For example, maybe
everyone uses his or her first name except for the
boss.

Kate Gillespie, President and CEO
51