Pitching to win ñ with personality

Winning business is always a challenge, but never more so than at a time when the economy is slowing and there is less demand for new staff.

Yet however competitive the market, the work will always be there, and those who have honed their personal and presentation skills stand to prosper. For it is at times like this that real presence and the ability to build relationships will win out against just another slick presentation, according to experts.

Tom O Neill, director at Bristol headhunters Wheale Thomas Hodgins says: ìPresence and profile provide invaluable competitive advantage. When chairmen, CEOs and board members select suppliers, they care about the consultantís personal credibility, standards and values. It is the overall impression you make that gives the client confidence in the judgement you will apply to their assignment.î

Thatís a message borne out by Jo Ouston, founder of London training company Jo Ouston & Co. Ms Oustonís company, set up in 1990, specialises in helping clients to develop presence, drawing its training consultants from the world of performing arts. And while the theatre and the world of client pitches may seem far apart, the two have a lot in common, she says. ìThe essence of live performance is that energy passes to and fro between performers and audience to create an event,î she says. ìA successful client meeting is just the same. The atmosphere is tangible. Using movement, humour and the dynamics of the voice, all in a comfortable, natural way, keeps the meeting alive and interesting.î

It sounds good ñ but how can consultants put that into practice for themselves?

Ms Ouston says the most important thing is to be self-reliant.

ìPresence is about having the gravitas to be who you are,î she says.

ìIt is about being comfortable with yourself so that you can listen attentively, giving time and status to your clients and to their ideas and concerns. From this base you can influence your clients with integrity and they will recognise it. You will understand their point of view, their objections and be able to respond appropriately, modifying your proposals to meet their concerns or agreeing a different way forward. This flexibility is a strength ñ it enables you to recognise and meet the clientís needs rather than just pitch what you want to sell.î

And self-reliance also means not relying too heavily on props, she says.

ìIt is easy to be overcome by nerves before an important meeting,î says Ms Ouston.

ìThere is tension, fear of criticism or of being challenged over something you are unsure of. Some people believe that putting on a bright face and having a well-rehearsed, scripted presentation - perhaps using Power Point ñ will solve all the problems. Actually the client is likely to feel bombarded rather than listened to, and probably wonít remember the detail on the Power Point slides anyway.

ìIf they are busy trying to take in the slides ñ so that they never look at you, the presenter, you may become eminently forgettable to them.î