Nailing your Sales Pitch

Company info that breaks down barriers, and a sales pitch that makes clients bite

Whether it’s on your Unbiased profile or your website, the information you put about your business is the opening statement in a conversation.

It’s the first thing clients read in a dialogue you hope will continue, so it’s vital you make a great impression.

If you’ve already written your company information, it’s worth regularly reviewing this to see if it still presents you in the best light.


About Your Company

Your company information should list your accreditations, qualifications, and regulatory status. Show clients what you do, and why they can trust you to do it well.

But this is only part of what makes up your company. Your company is also its culture and values.

Clients are looking for people to do business with, not products. So say what you’re interested in, why you do what you do, and what it’s like doing the fundamental part of your advice service – sitting together and talking.

And if you’ve got a lovely place of work, why not talk about it? Paint a picture of every step of the advice process – the comfort of your office, the friendliness of your staff, and the caring nature of your advice.


Sales Pitch

Your sales pitch should be one thing – short. You’ve got to grab them immediately.

So go for the quickest response process humans have: emotions. Logic takes time, but an emotional reaction is instant.

For example, it could be as quick as saying ‘retirement planning for local folk’.

Here, you’ve got across what you do, without mentioning the technicalities of ‘pension drawdowns’ or ‘SIPPs’. You’ve created a connection by saying ‘local’, evoking trust and familiarity.

And you’ve got the word ‘folk’, implying your advice is for ordinary people – not letting their lack of financial knowledge make them feel inadequate.


What You Do Really Well

Now you show clients why you are the exact fit for them.

Naturally, talk about your specialities and niches from a financial perspective. But keep this short.

Focus on the people you advise as much as the advice you give. Show you understand your clients’ specific situation.

Talk about the sort of lifestyle you provide, and the sort of people you provide it for.

Have a go at writing, or rewriting, your information with this in mind. And if you’d like to know not just what to write, but how to write it, then click here.

About the author
Oliver Broadhurst
Oliver Broadhurst
Oliver has been writing professionally in the financial services space for over five years, focusing on topics ranging from customer experience to industry regulation. He’s consulted with organisations such as UK Finance and the FCA to produce business articles, industry reports, and white papers, while providing insight as a member of panels including The Opening Banking Implementation Entity’s Consumer Group.

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