Author's New Book Shares The Five Fundamentals That Will Distinguish You From the Competition

Joining us today is Joey Asher, President of Speechworks and author of How to Win a Pitch: The Five Fundamentals That Will Distinguish You From the Competition. We´ll be talking to Joey about these fundamentals and his new book.

Welcome, Joey. It´s a pleasure to have you with us. Can you please tell us a bit about yourself?

I´m President of Speechworks, an Atlanta-based selling and communication skills coaching firm. We work with clients across all industries in helping them learn how to create and deliver winning sales presentations. My background is as both an attorney and a newspaper reporter.

When did you decide to sit down and write How to Win a Pitch? What was the inspiration behind it?

One of the most common questions we get from our clients when they have to create sales presentations is "How do I separate myself from the competition when what all of the firms offer is so similar?" The book is the answer to that question.

I started work on the book about two years ago and it is based on my experiences working with clients in helping them create presentations that have won over a billion dollars in new business contracts.

Let´s talk about these fundamentals for a moment. How do these fundamentals make a difference for businesses today?

Distinguishing yourself from your excellent competitors in a sales presentation is very hard today. The problem is that your prospects have an almost impossible task of telling the difference between excellent firms. For example, great architecture firms all have the same best practices. The same is true for many businesses including accountants, lawyers, professional services firms, real estate firms, financial services firms, insurance agencies, high tech firms, and others.

This book urges you to craft your sales presentations around five fundamentals that will allow you stand apart from your excellent competitors. For example, the book urges sellers to keep the presentation focused on just a few key messages. I urge sellers to make no more than three key points. This separates you from your competition because most sales presentations are a jumbled mess with way too many points. Simplifying your message makes you stand out as the "user friendly" option.

The other fundamentals are focusing the message on a solution to the prospect´s key business challenge, speaking with passion, making the presentation interactive, and rehearsal. By executing these five fundamentals well, you will distinguish yourself from your competition and come across as the best partner for the opportunity.

The economy is tough right now. The daily news talks about lay-offs, businesses shutting their doors and federal bailouts. How do businesses take immediate advantage of these fundamentals and start turning things around?

During a recession, your prospects are eager for solutions to their business problems. With that in mind, perhaps the most important fundamental I discuss in my book is the need to make sure that you´re proposing solutions to key business problems. If you can bring a solution to the table in the current economic climate, you greatly help your chances.

Why do you believe these fundamentals aren´t already in place in some businesses? Is it a generational thing? Has the way of doing business changed dramatically?

I think these fundamentals aren´t in place because many sellers don´t fundamentally understand the purpose of a sales presentation. A sales presentation is for proposing a solution and showing yourself as a good partner. It´s not about telling your prospect all the stuff that your firm offers.

Regarding the generational issue, I think the younger generation is more attuned to the right way to do this than the old guard. The old way of giving a presentation is to show up and talk about your firm. "Thanks for allowing me to talk to you today. Let me tell you about our services." I find that some of the worst presentations are from the older more established firms that have been doing it a certain way for a long time.

The younger generation (and I don´t consider myself part of that generation) is far more focused on identifying problems and proposing solutions. They are more attuned to the shortened time frames and attention spans of modern business. They just want to get in there and do what works. That´s what the book shows you how to do.

In How to Win a Pitch you talk about how to be a great listener. How can active listening improve your chances of landing a deal?

The best presentations propose a solution to a problem. You can´t propose a solution if you haven´t listened to your prospect and identified needs.

Also, just listening to someone helps build a relationship. We tend to like people who are good listeners. If you go into the pitch having spent a great deal of time listening to your prospect talk about their business, the chances are that your prospect will be positively inclined toward your ideas simply because they like you.

The book also discusses the importance of practicing and managing nerves and anxiety. Do you have any advice for the times you are unexpectedly called to speak to a group of people?

The most important way to manage nerves is to practice and rehearse. If you´re called on to speak unexpectedly, the most important thing is experience. So you need to make sure that you´re seeking lots of chances to speak.

Also, when you have to speak impromptu, we urge people to make sure that they keep their messages extremely simple. Make one or two key points. Say it with passion. Take questions. And sit down.

Where can readers purchase a copy of How to Win a Pitch?

The book is available on Amazon, in some bookstores, and through our company at www.speechworks.net or www.howtowinapitch.com.

Do you have a website or blog where readers can learn more?

The website for the book is www.howtowinapitch.com. My blog is www.talkingpointsblog.com.

What is the next step for you and for Speechworks?

Fortunately, there is a large need for communication skills coaching, even in a tough economy. We will continue to grow our business by helping our clients learn how to connect with audiences and be persuasive.

Is there anything else you would like to add?

If you want to learn how to create and deliver presentations that win business, buy the book.

Thank you for sharing so much of your time with us today. We wish you continued success.