Gary, a follower of our weekly show, Coach’s Corner, asked by email: “I don’t know how to pitch, can you help?”

Here’s my answer to Gary:

Honestly Gary, that’s the most horrible question I’ve ever heard because it’s a way too broad.  But let me tell you how I learn new skills and the process I go through.

The way I do it when I want to learn something new or when I’m getting into a new industry, is I go to Amazon and I order the top 10 or top 20 books about that topic, and I just go through everything. Generally, if you get 10 or 20 books, they’ll both cover about 50% of the same content. It will give you a good overview of the theme you want to master.

I would like to suggest a couple of books. One of them is a book by Oren Klaff and it’s called “Pitch Anything”. It really gives you the whole structure of an effective sales pitch. Another book I recommend is “The Sales Bible” by Jeffrey Gitomer, which gets more into the tactics of selling. It gives you a lot of lines and mindset tweaks.

If you don’t know how to pitch, it’s going to be really difficult for you and your clients. My suggestion would be to get the top 5 or the top 10 books about pitching, read them and then think about making people sell themselves onto working with you. Don’t accept everyone because if you accept every client that comes to you, you sell for nothing. You’re going to miss out on the big deals by taking on small clients.

Always remember that even though you have the best pitch, what’s really going to help you sell services at a higher price is the position that you have and making people apply for it. What we do in our business is we put clients and prospects into an application process because we want to know who we’re going to be working with.

For example: Fiat and Ferrari belong to the same group but they sell to very different customers. Ferrari is never going to discount prices. They’re expensive because that’s the way they sell. Fiat is never going to sell a $300,000 car because that’s not the market they service.

You need to pick your battles. To learn about pitching, pick up the top 10 books in Amazon, read everything, take notes and then with that pitching in mind, think about how you can make people work for you without chasing them.

What do you think? I’d love to hear from you! Leave a comment in the section below 🙂