The Art of the Pitch
Relationships and Sales

Laura Byrne
@NewYorkerLaura
• WordPress user since 2006
• The hobby that exploded
• Led to freelance online writing
• 1st Career: Private Education
• Teacher, Admission Director
• Comms and Marketing Director
• 2nd Career WordPress
• 3 different agencies: Sales, Project
Management, Customer Support
• Currently: Account Manager at
WebDevStudios

Preparation is
Everything
• Defining Your Mission
• People Buy Benefits
• Pre-Call Prep
• On the Call
• Post Call

Define Yourself
Ideal Clients
• You can’t be all things to all people
• Get those testimonials at the right
time
• Walk when it’s not right
Core Services
• Website, social, email: copy/images
• Viewbook Slide Deck (Watch
TLDR)
• One Sheets
Make connections
• It costs what it costs
• Pass it on or pitch with others

People Buy Benefits
• How people in your organization play a part
• It’s a retention/referral game
Sales is everyone’s mission
• You don’t get a 2nd chance to make a first
impression
• Be camera ready
Image
• Recording isn’t just about he said/she said
• Opportunity to review yourself
Record it

Pre-Call Prep Tool Kit
Email Scripts
Vetting
Info you need
Do not start an
automation from hell
Investigate
UX Journey
Social Media
BuiltWith
Screaming Frog
Glassdoor
LinkedIn
Bring the right
People
Am I the best facilitator?
Remember it’s business,
it’s not personal. Even if
it’s a current client, they
are not your friend.

How, What, Who to Say It
Listen First
• Have an outline, control the flow, but listen
deeply it’s what and how they say things
• Talk benefits on areas that might be a
problem, don’t firehose it.
• Questions: The first word is never “no”
Set up a second call
• Get documents
• Get time to look
• Brainstorm a high-level overview
• Bring others on your staff back
Second Call
• Strut your stuff
• Clarify
• Formal Pitch to follow
• Don’t be afraid of Zoom

Thanks for Listening
Laura Byrne
Lorah Byrne
she/her
Find me everywhere
@NewYorkerLaura
Account Manager:
WebDev Studios