Home » Book Excerpts » HOW TO WIN A PITCH by Joey Asher

HOW TO WIN A PITCH by Joey Asher

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Author: Joey Asher
Title: How to Win a Pitch
Paperback: 288 pages
Publisher: Persuasive Speaker Press
Genre: Business book; sales and marketing
Language: English
ISBN: 978-0978577612

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     How to Win a Pitch will help you learn how to: Develop presentations that win contracts. Create connections to secure business relationships. Identify, discuss and fulfill client needs effectively. Veteran business coach Joey Asher has helped his clients win over five billion dollars in new business contracts. He uses his former experience as an attorney and journalist to help readers and clients rise above their competition. He has authored two previous books, Selling & Communication Skills for Lawyers and Even a Geek Can Speak: Low-Tech Presentation Skills For High-Tech People.

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Joey Asher is one of the country’s preeminent experts on selling skills and communication.  As President of Speechworks, an Atlanta-based communication and selling skills coaching firm that has been helping business people deliver presentations that win business for over 20 years, Asher combines his skills as an attorney and journalist to help sellers communicate a clear, simple message that connects with prospects and wins business. 

Asher is author of Even a Geek Can Speak:  Low-Tech Presentation Skills For High-Tech People, which was originally published by Longstreet Press in 2001 and is now in its third printing by Persuasive Speaker Press, and Selling and Communication Skills for Lawyers, which was published in 2005 by American Lawyer Media.  How to Win a Pitch: The Five Fundamentals that Will Distinguish You from the Competition is his latest book.

A graduate of Cornell University, Asher earned his JD from Emory University Law School. Prior to attending law school, Asher worked as a newspaper reporter for the Gannett newspaper chain in Georgia and New York.  Asher practiced law with Troutman Sanders L.L.P. in Atlanta, and worked as an adjunct professor of law at Emory University School of Law.

Joey Asher lives in the Atlanta, Georgia area with his wife and family. 

You can find Joey online at http://www.speechworks.net/.

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On a recent spring evening, I was with my wife walking our dog when my cell phone rang. When I saw who was calling, I took a deep breath before pressing the answer button. 

“How did it go?” I asked, as I picked up, not even bothering to say “Hello.” 

It was the senior marketing officer of a large commercial contractor. We didn’t need small talk. He knew what I wanted to know. 

For the past two days, I worked with his team of experienced builders in a conference room. We hammered out and then rehearsed a new business pitch. The prize was a contract to build a $150 million office building. His was one of three firms on the short list. That morning, all three had delivered a ninety-minute pitch competing for the job.

“We won,” he said, almost screaming into the phone. “They just called us to let us know. They said we blew the other teams away.” 

I did a little jig beside the road. My wife laughed. My dog barked. But I wasn’t too surprised. I had seen the same thing happen over and over again.

 My client had put together a great pitch with a laser-like focus on the client’s key business challenges. The message was extremely simple and organized. They rehearsed it like crazy. They even spent a couple of hours going through all the possible questions they expected to receive. The team was prepared. 

My experience has shown that with the proper preparation and planning, you can greatly increase your chance of winning a pitch. 

That’s what this book is about. You will learn how to consistently win new business pitches with a simple plan that applies to all businesses. 

My firm has been helping companies win new business pitches for twenty-two years. We have worked with a broad cross-section of businesses: commercial contractors, law firms, architecture firms, accounting firms, insurance agencies, financial services firms, software firms, high-tech service providers, real estate firms, and many others. 

We have helped our clients win billions of dollars worth of new business contracts. And we have learned that you don’t win new business pitches by being the “best” firm. In fact, whether you are the best is usually irrelevant to whether you win. That shouldn’t be too surprising for most businesspeople. Generally, firms that make it to the short list for an important piece of new business do great work. And the buyer can’t really tell which firm is the best. If they’re honest, most competitors for new business would admit that their competition could also do a great job.

Since doing great work doesn’t win the job, what does win? Repeatedly, we see that the firms consistently winning competitive business pitches are the ones simply delivering the best pitch.

That means executing five simple sales pitch fundamentals better than the competition does. Those fundamentals include ensuring that the pitch is:

 • Focused on a business solution

• Simply organized

• Delivered with passion

• Interactive

• Well-rehearsed 

These five fundamentals are the ingredients for a simple plan to winning new business. 

As you will see, this book is broken into five sections. Each section provides a detailed discussion and series of recipes for how to execute every step of the plan. You’ll find stories taken from my experiences in helping my clients win new business presentations. 

In working with dozens of companies across many types of business, I’ve found that all of them have one major thing in common. They worry about how to make their firm stand out from the competition. By executing the fundamentals in this book, you will stand out.

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