How being in sales helped me write a winning scholarship essay
5 things to keep in mind while writing a pitch
If you are like any of my clients, listening to me pitch my firm’s services, you would sooner than later ask me for credentials. So, let me lay the preface to you, in the same way, I would do with my clients.
I will tell you few of my success stories before leaving you with general five-pointer guidance you can use for any pitch — admission essays, client sales pitch, scholarship requests or NGO donations.
My professional and academic background: More than half of my 13 years’ work experience has been in Enterprise Tech Sales. Writing a sales pitch is a creative tool which decides my professional success. And I have gone through more failures than successes to learn a better way of doing it.
My podium finishes: In all 7 years I have been in Sales, I have beaten my revenue target, every single year, and I cannot emphasize any less how important is ‘good story-line’ is for a winning pitch.
My non-professional success in writing convincing stories: Admit to ISB, and recently to IE Business School for my second Masters (7 essays in total, 3 scholarship letters). Additionally, I have coached 3 friends for their b-school applications, and 2 of them got an admit.
Now, let me lay out the most important aspects of your pitch:
1. Kill the gibberish: Don’t overdress your beautiful idea with gaudy words. You not only fail to connect with the audience who may not have the same technical background as yours but lose their interest by the time you reach the crux. Keep the idea at the centre and explain it simply.
2. Always, always give credentials: Substantiate. If you can show them you have done it earlier, they would believe you can do it again for them.
3. What is in it for them: In sales pitch, I would map it as: problem statement-> solution -> value -> pricing -> case studies. This is the section where you should be elaborate. Tackle all aspects of the problems which the client may have shared, and then add few more based on your experience. Nothing sells better than showing that you are thinking on their behalf!
4. Pre-think the questions and answer proactively: Why should they select your organization? Pick you for the scholarship? Make an offer to you rather than someone with better credentials? Display your strengths, but also convince them how you will cover any apparent shortcomings.
5. Facts: Pitch should be creative but also logical and supported with facts where ever possible. Don’t drown in numbers though. Know where your story needs it.
While these are basic guiding points for any winning pitch, see what applies to your scenario.
If you are looking for some inspiration, drop your email-id in the comments section, and I will share a copy of my essay!
