In Perfect Focus: How to Put the Client First in Your Sales Pitch

Any business guru will tell you that a steady focus on client service is essential to the success of a growing business. And although it may sound simple, effective client service means going above and beyond the competition to offer something better. For example, how many businesses advertise that they put the client first? Most modern companies tout superb service. Simply saying what you do has little impact unless you can say how you do it.

If you want to attract new clients, you'll need to convince them that you're in tune with their needs. Remember, today's consumer has more buying power than ever before. They won't settle because, in a world of so many options, they don't have to. For example, here at TopMatch we know we offer the best singles solution on the market - it's secure, effective, and affordable to everyone - but because our potential members have many options, we have to win them over.

So what wins the sale? Tell the client what's in it for them. Whether you're writing an advert, e-mail, or meeting a client in person, if you focus on explaining how your company will meet their needs, you'll be on your way. You may be tempted to mention awards your company has won, the fact that you are family owned, or that you operate in three countries, but be sure you draw everything back to the customer's needs. For example, "For three years in a row we've won the city's Best Small Business award, which means we have to work hard every day to live up to our great reputation. Our clients rest assured that we take that reputation seriously." Want to boast that you use the latest technology? Brilliant. Just remember to explain why this will help the client, as in, "We use the latest in telecommunications technology to ensure that day or night, you have an effective way to get in touch with one of our helpful representatives." If you have a hard time relating something back to the client, consider omitting it.

So what makes you great? At TopMatch we have a lot to be proud of, but we know that more than anything our clients want a service that works, that's safe, and that they can afford. That's why when we say we're the best, we back it up by explaining that we're secure, effective, and affordable. Excellent customer service starts with the question, "What do my clients and potential clients value most?" To answer this question you really must step outside your own head for a bit.

Start thinking about the changes you can make in your sales pitch so that it speaks directly to the needs of your clients. In the long run, great customer service will put the focus right back on your business.