Part 5 in our series based on the book To Sell Is Human

Whether knowingly or not, contractors make a “pitch” to potential customers whenever they talk about their capabilities. In his book To Sell Is Human: The Surprising Truth About Moving Others, author Daniel H. Pink describes that the purpose of a pitch is to “offer something so compelling that it begins a conversation, brings the other person in as a participant, and eventually arrives at an outcome that appeals to both of you.”

Your first interaction with a prospective customer is essentially a pitch. Here are some suggestions inspired by Pink’s insight that can help you think more strategically about your pitch so it makes a positive first impression.

Tips for Creating a Winning Pitch  

1. When crafting your pitch, ask yourself:

• • What do I want them to know?
  • What do I want them to feel?
  • What do I want them to do?

2. Reduce the essence of your services to one word or phrase that represents what’s most important to pitch to your buyer.

For example:

• • Timely
  • Beautiful
  • Stellar service
  • Dependable

From there, you can frame and build the rest of your pitch.

3. Get creative!

Consider forming a rhyming pitch you can use in your marketing materials (business cards, website, email subject lines, flyers, etc.). Rhymes can make it easier for homeowners to remember you. For example, “Decks by Riehl’s are value deals” is a more memorable turn of phrase than “Riehl Construction and Renovation offers great value.”

Next, look for Part 6 in our series: Improvise. If you missed Parts 1, 2, 3, and 4, read them now.