When I worked on new business pitches at the ad agencies, I noticed how the pitchmen held court whilst presenting strategies and storyboards. They'd leave the room with a spring in their step, thinking they really nailed that one, when the truth was they didn't have a clue what the prospective client was thinking.

Those agency pitchmen just didn't stop to listen or even attempt (in most cases) to open up a dialogue before, during and even after the pitch.

Years later, I was having lunch with some of my clients and the favorite topic among them was "what the ad agency tried to get me to buy this week." These clients all had good laughs at the agency's expense.

One very senior director told me he sat through one of these pitches only as long as the apples in the fruit basket on the table held out. When they were gone, so was he, and so were the chances of that agency to sell the TV spot it was pitching.

I saw a new business guy win a pitch and in the next moment lose it because he kept interrupting the prospect and finishing his sentences in a way the prospect didn't intend. That new biz guy left the meeting shaking his head and saying the prospect "didn't get it." That prospect got it alright. It was the biz dev guy who was clueless.

Listening is a discipline. Sometimes people talk too much out of anxiety or eagerness. When you stop to think about it, you can't be successful without listening. Without listening, you have no idea to whom you're pitching, what's on their mind, how they're feeling that day and where they are in the buying cycle.

Whenever I controlled a new business pitch, I made sure the prospect did more talking than I did, and it was to good effect. Once someone sees you're willing to listen to them, their body language changes. They typically lean forward (a sign of being more involved), and their voice becomes more passionate and emotive.

In some cases, I've noticed it seems therapeutic for the person to talk it out to an outsider, which then becomes the start of your being incorporated into the process.

Promise to Listening

The most effective tool I have in my speaking line of business is my "Discovery Session." Most speakers have a canned speech into which they occasionally drop the client's name, but they hardly ever spend time with the firm or organization prior to the event. I take a different tack.

I explain to the prospective client that we have a 75-minute Discovery Session in which I will review their materials and ask questions, but most important, I will listen to what their issues are. This customized listening approach costs more, but nearly 100% of the time, prospects buy in. Why? Because it hits them on an emotional level.

Even a b2b sale is heavily based on a gut or emotional level. People consciously or unconsciously ask themselves, "Can I do business with this person?" or "Will I enjoy working with this person?" If this weren't the case, all salespeople would have to do is walk around with spec sheets stapled onto a sandwich board that they wear. :)

P.S. for an example of how I present my Discovery Sessions, go to http://larrychase.com/seminars.html#speaker.