The 9 key rules of a successful client pitch

There are very few people who would say they don’t get pre-pitch nerves. Let’s be honest, ultimately it’s a meeting between two people trying to suss out if they are right for each other. A bit like dating, you are trying to find the perfect match. 

Freelancers/Consultants/Small Biz Owners put so much time and effort into meeting preparation; thinking of responses that will cover all questions that will possibly be asked. We put thought into our outfits, and our mannerisms, and make sure that we give the answers the client is looking for. Preparation is great, but be careful not to over-think it. 

The following client pitch rules will set you up for delivering a well-rounded pitch meeting and the rest will fall into place. Think of how many times you have come out of an meeting and said ‘I didn’t even use half my examples or creative ideas I prepared for’.

• Be honest 

Being dishonest isn’t impressive. And as they say, the truth always comes out. If you say you’ve run a project or have a skill set you don’t for example it’s going to be pretty uncomfortable when you are asked to take the lead with the new client and you have to fess up that you aren’t actually experienced in that area. Talk about your experience and give real examples of what you have done – believe in yourself and you’ll find that the truth has more impact. Your sense of being real and authentic will shine through into how you are perceived generally. 

• Be you 

The first client meeting process isn’t just about finding out if you can do the job, it’s about finding out if you’ll be a good cultural fit. Let your personality shine through and don’t pretend to be someone else just to mold yourself as a good fit for that company. Trust me you are better off finding out now if the cultural fit isn’t right versus wasting time in the role for a few months, having a difficult HR process to manage, and having to explain a gap or short stint on your resume. 

• Stay Calm 

Take a deep breath before answering and stay as calm and grounded as you can. When you are asked a question don’t feel that you need to answer within the first few seconds. If you need a moment, buy yourself some time by saying ‘I’m just going to take a moment to think of the best example to give you’. The client would much prefer your best answer than a waffle because you panicked and felt you had to answer immediately. 

• Don’t diss

Be mindful about how your talk about any previous difficult clients. Don’t bad mouth previous employers, colleagues or situations. Instead, if you have a poor experience you need to disclose, do it with grace and be subtle. Negativity is picked up quickly and clients won’t want to hire someone who is seen to be bitter or disgruntled – talking about how you learned and grew from the experience is much more appealing.  

• Listen!  

It’s easy to feel so overwhelmed that you can’t focus on what’s being asked of you. Or sometimes you are halfway through an answer and you realise you can’t remember what the question was. Before you enter the room, remind yourself to really listen to the questions and the client, it’ll also highlight self-awareness and respect. 

• Do your research

Before the meeting, do your research. Understand the company and understand any major milestones or press matters, for example, the business is facing so that if it’s mentioned at the meeting you don’t look like a deer in the headlights. It’ll look pretty impressive too if you bring up a topic or an example of your experience that aligns with what the business is experiencing or is relevant to them. 

• Get clear on your service offering 

Ahead of the meeting, get clear on what skills you have to offer, the timeframe to deliver these services, your availability and the investment required for each service. If your services don’t clearly align with the project requirements, is there really any point pursuing this opportunity or is your efforts better spent elsewhere?

• Be confident on your worth 

It’s inevitable that the rate question is going to come up – that’s part of the process, right? If you have a minimum expectation, be clear at the meeting when you are asked, or make the statement that you’re negotiable (if you are). Don’t babble around the subject and look like you are in a tizz when asked this question. Show confidence and set the tone for landing on an offer that is right for you. If you need some help with setting your rates, check out the Freelancer Rate Card as part of your membership perks and read more on how to earn more as a freelancer HERE. 

• Close well 

Always close the meeting on a positive note. If at the end of the meeting you feel excited about the role or project – tell them! Outline the next steps to the client, ask the client to confirm your engagement and thank the client for their time. The last impression is important, you want your parting words to resonate well with the client. 

As you can see the main takeaway is to be yourself. By being yourself and being confident in talking about your experience you are more likely to land a job that’s right for you and the client. And if it’s not, that’s okay too.. It just wasn’t the right one. Plus it’s always great practice either way!

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