The idea of the perfect pitch is a concept that we don’t trust at Aexus. The idea that there is a generic template that is perfect for all clients is just bizarre and certainly not how we operate. The thing is though, you can see it every day. Just do a quick search on Google and within fractions of a second, you’ll have hundreds of ‘gurus’ offering to sell you a nonspecific pitch that they claim will be the answer to all your business prayers. We don’t think it’s going to work. That is because we believe it is much better to do two or three reach outs in one afternoon than a dozen reach outs in one afternoon or even twenty, fifty or a hundred which some other organisations do. And, they may even get some business out of this approach but they’ll have a lot more misses than hits. So, it’s better to do two or three but to really prepare these well and to make sure that you know in advance what the person on the other end of the line really wants. What are his or her challenge? What are their plans and what systems do they have in place already? What’s the company’s strategy? When you have all that knowledge in place, you are able to approach a potential client as more of a trusted consultant than as a salesperson.
What’s more, if you’re a salesperson, you’re never going to be able to be as successful as a trusted consultant. And, if you are a trusted consultant, it’s very easy to sell a solution because people trust you and they don’t see it as them being sold to. That’s what we’re trying to teach our Sales Development Representatives every day. It’s also what we tell our prospects every day – that they should be working with us because we have this very personalised, tailored approach. This also helps with GDPR because as you know, GDPR doesn’t allow you to do large unsolicited messaging. But, if that message is well prepared and you know the background of the person you’re reaching out to in terms of challenges and plans, as mentioned before, then it will never be perceived as spam. That’s because it’s so well prepared that it’s actually bringing something of value to the person that you’re reaching out to. So, that’s how we do it and then the pitch should be concise and to the point, while also being especially tailored to the specific prospect.
That why we don’t feel the perfect, generic email pitch exists. We know some companies do it but they really are just relying on the law of probability and playing the numbers game. What we say is that if you reach out to five people and out of these five people, three people say their interested and then two of these three people want to setup a meeting, then you’ve got 40% conversion rate. By contrast the other companies’ conversion rates are only between 2% – 5% and they boast about this despite the fact they had to do a thousand reach out to get to this figure. And, even if they get two or three meetings, all well and good but they’ve just enemies of 997 leads because they just sent out an e-mail which was perceived as spam or was unsolicited.
So, we think our way is better. Not only do we get higher conversion rates but with our tailored approach, you get the opportunity to really help people too.
If you’d like to see how Aexus can help your company, get in touch. We’re always happy to jump on a call.