Show your clients you value them, with personalisation
Personalisation sells, everywhere. Websites such as NotOnTheHighStreet are incredibly successful in the world of gifting because many gifts that they sell can be personalised. The trend doesn't end with gifting. Personalised nutrition, fitness plans, shopping experiences, adverts, and even gut health analysis are all ideas that are entering our consciousness at the moment.
If you are looking for more business, your customers should not feel any different. If you copy and paste an email, generate a proposal with AI, or hand out ten of the same business card, they might not always (and I am not saying this is always wrong) feel that you understand them.
Incorporating personalisation into your pitch requires a good understanding of your target audience, effective communication skills, and the ability to adapt your message to suit the company you are pitching to. This level of attentiveness to the client's needs not only improves the effectiveness of the pitch but also sets the stage for a successful business relationship.
You can also use personalisation to develop the skills of your staff team. We were invited to pitch to the US Department for Agriculture for a large campaign to raise awareness of American whiskey and spirits in the UK. We needed to stand out from the crowd so didn’t want to deliver a generic pitch that would look the same as everyone else’s. We also didn’t want to ‘free pitch’, and do some of the work for free in order to try to win the contract. An approach we will often take in order to demonstrate our creative skills without giving away the actual work for free is to design the pitch by creating something for the client.
In this case we decided to make them a bespoke poster, whilst also training our staff team in the wonderful analogue art of letterpress. Not only was this a chance for our team to get away from their computers and immerse themselves in an analogue creative practice (learning about mark making and the history of design as well), but our clients received a beautiful, handmade poster designed specifically for them.
We won the contract and it was the start of a really creative campaign. Letterpress is a wonderful process, and we love getting involved with analogue art forms for a chance to (literally) get our hands dirty and create beyond our screens.
There are many other benefits to personalisation:
Increasing relevance: Tailoring your pitch to the specific needs, goals, and pain points of a potential client makes your services more relevant to them. When clients see that you understand their unique challenges and requirements, they are more likely to believe that your solutions are suitable for them.
Building relationships: Personalisation helps in building a relationship with potential clients, as it shows that you care about them and not just winning the work. By demonstrating awareness and consideration of their business environment and specific circumstances, you establish a connection that goes beyond a business transaction. This rapport can lead to stronger client loyalty and long-term partnerships.
Enhancing engagement: Personalised pitches are more engaging. They attract the attention of potential clients because the content is directly applicable to them. An engaged client is more likely to listen attentively, participate in the discussion, and remember your pitch.
Differentiation from competitors: In a competitive market, offering a personalised approach can make your services stand out. When you show that you can tailor your solutions to meet individual client needs, you position yourself as a specialist who adds more value compared to competitors who may offer only ‘one-size-fits-all’ solutions.
Improved conversion rates: Personalisation can significantly increase the chances of converting prospects into paying clients. When customers feel understood and see that your offerings align well with their expectations and needs, they are more likely to enter into a business relationship with you.
Upselling and cross-selling: Once you have an understanding of your client’s needs, it becomes easier to identify other areas where your services can add value. This insight facilitates effective upselling and cross-selling, which can enhance revenue from existing relationships.
