Competitive sales pitches often involve restrictive formats that hinder differentiation. In this post, Dean shares three strategies to break the pattern and showcase your unique value, even when faced with an apples-to-apples comparison.
Check out our interview support here for more ways to help your team show value, and to gain the Presence Advantage for your next interview.
We’re talking about “apples to apples,” and I couldn’t find any apples—only socks. And honestly, that’s the point. When you’re pitching a competitive project, an orals interview, a shortlist presentation—whatever you call it—the worst thing that can happen is the selection committee seeing every team as essentially the same.
When all they see is “apples to apples to apples,” two things happen: they default to the lowest price, or they pick the team they already know. Either way, you lose power unless you differentiate.
The number-one way we help teams stand out is by shaping a strong point of view. Not just content—perspective. A belief about how the client will win. When you challenge the selection committee to see your perspective, you stop being another apple. You become the starfruit.
Another huge differentiator: understanding who’s listening. Committees typically include four personality types:
Once you know their makeup, you can shape your delivery—high-level for visionaries, detail for thinkers, people-first for relators, and outcomes for CEO types. Matching their listening style is a huge advantage.
Finally, look at your delivery format. Are you traditional? Interactive? Conversational? Even inside tight parameters, there’s almost always wiggle room to design a standout experience that feels different from the teams before and after you.
If you combine these three strategies—
—you break out of the “apples to apples” trap. Suddenly, you stand out. You’re memorable. And you give the selection committee a reason to choose you that isn’t just familiarity or price.
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