What makes a good sales pitch? If you’re selling to the corporate market, let me be frank with you: nothing. There is nothing in the whole wide world that will make a good sales pitch.

Corporate decision-makers despise pitches. Everyone they meet spouts platitudes about their wonderful products, incredible technology and exceptional customer service. Or — even worse — they babble on and on about their amazing credentials. When you have the opportunity to meet with a corporate decision-maker, remember that a pitch is like the plague. They’ll run from you as fast as they can.

So what should you do when you meet a decision-maker? How about sharing a real-life example of how you’ve helped a similar customer achieve his goals? How about talking about how key industry trends are impacting your prospect’s business?

Have a conversation with that person; don’t deliver a presentation. Talk about what’s important to her. Come prepared with provocative questions. Bring her ideas, insights and information that will make her meeting with you worthwhile.

But whatever you do — don’t pitch! The best pitch is a friendly, helpful conversation in which you demonstrate that you’re someone who can be relied upon for solid, impactful advice.

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Jill Konrath is the author of SNAP Selling and Selling to Big Companies. If you’re struggling to set up meetings, click here to get a free Prospecting Tool Kit.