Crafting a Sales Pitch for the UK Public Sector

Are you a small business owner looking to sell to the UK public sector? Creating a compelling sales pitch is key to making a successful pitch. In this blog post, we provide tips and strategies for creating a winning sales pitch when selling to the UK public sector.

Tips and Strategies for Crafting a Winning Sales Pitch

1. Understanding the needs and priorities of the UK public sector

   The purpose of the public sector is to provide the services that the population needs, whether it is the NHS, education or defence. The challenges facing public sector bodies have been compounded in recent years. The financial resources available to most public sector bodies are limited, and the demand for services has spiked as a result of rising costs of living.

   This means that public sector clients are heavily focused on finding solutions that offer good value for money. Public services still need to be delivered, even in a difficult economic landscape.

   In January 2023, Prime Minister Rishi Sunak made a speech setting out his five key priorities. One of the priorities was the pledge that NHS waiting lists will fall and people will get the care they need more quickly. Innovation will play a vital role in achieving this, and there will be opportunities for businesses that can help with efficiencies through technological advances.

   While NHS waiting lists have hit the headlines, there is a myriad of other opportunities in the vast and diverse public sector. It is important to drill down and decide where your product or service is most likely to make a difference.

   Aside from the high-profile government departments, there are 422 agencies and public bodies (eg. The Probation Service), 109 high-profile groups (eg. The National Cyber Security Centre), 16 Public Corporations (including the BBC), and three devolved administrations.

   One size does not fit all. Carefully research the work and requirements of the body or group you wish to work with.

2. Crafting a value proposition that resonates with your audience#

   A value proposition can be simply defined as an easy-to-understand reason why a customer should buy a product or service from your business. It should clearly explain why your offering fulfils a need, what the benefits are, and why it is a better fit than that of your competitors.

   In crafting a value proposition, it can be useful to divide your proposal into three differentiated sections:

   1. Outline your USP (Unique Selling Proposition). Why are you different from your competitors and why should the client choose you?

   2. What are the tangible benefits? In your pitch, the client must know how they will benefit, and this means avoiding vague platitudes. The benefits must be precise, relevant and measurable.

   3. How much will it cost? Pricing is fundamental when dealing with the public sector. Not only are resources tight, but the person who commissions you will need to justify the outlay.

   In the public sector, the key is understanding the pain points they are facing. Do you have a grasp of what they want to achieve, and know the implications of a bad outcome? Identify the outcomes that will really make a difference to your customer.

3. Tailoring your sales pitch to the specific procurement process and requirements

   When pitching for a tender, the most important piece of advice is to read the tender very carefully. You won’t be the only business in the frame, so don’t fall down on the basics, such as not answering the questions properly on the form. Understand what the client wants to achieve, ensure you have the experience required and take your time. By reading the tender with due attention, you can ensure you are bidding for the contracts that you have a fair chance of securing.

   If the tender is likely to generate competition, it may be worth employing a bid writer with proven success in winning government contracts. There is an art in writing a pitch and it can be a wise investment to find someone who is familiar with the process. They will know how to tick the boxes and talk in the language the client understands.

4. Using data and case studies to support your pitch

   Whoever is responsible for awarding public sector contracts will want the reassurance that a new supplier can be trusted to deliver. The best way to demonstrate your reliability and experience is by providing testimonials, evidence of previous successful contracts, and accreditations.

   • You should be in the habit of asking for feedback and recommendations from clients whom you are working with or have worked with in the past. For added credibility, ask if you can use their name and job position in the testimonial. Even better, build the testimonial into a detailed case study for your website. The case study should include the company background, the problem they were looking to solve, how you tackled the challenge, and the outcome.

   • As well as obtaining quotes from a satisfied client, make sure you show the measurable success metrics from the assignment. For instance, if you installed a new phone system, ensure you collect the outcome data such as how quickly calls were answered, how missed call numbers were reduced, and satisfaction ratings from callers. Potential clients will feel more confident if they can see positive empirical data.

   • If you have put in all the hard work to receive accreditations such as Investors in People or industry-specific benchmarks, then make sure you publicise these facts. Include a page on your website detailing your accreditations. It does make a difference.

5. Tips for practising and delivering your sales pitch effectively

   According to Salesforce, a global sales CRM platform, a common mistake that people make in pitching is trying to prove how smart they are, or how their company is the best, and launching straight into their sales pitch without asking any questions. It’s critical to always remember the actual needs of the client.

   Before you write the pitch, do your research into the organisation, its values and the tender itself. Then make sure you methodically structure your sales pitch, to ensure all bases are covered. An example structure can be:

   1. What’s the problem you’re solving? When pitching, make sure you address their interests and what’s in it for them. Define the customer’s concerns and explain how your product or service will solve their problems.

   2. Outline why your business is the right option. Demonstrate that you have a proven growth track and give examples.

   3. Share your values. If you are pitching to the public sector, they will be interested in how you engage with the community. Again, give examples.

   4. Be confident and enthusiastic. If you can’t be excited by your offering, why would they be? Enthusiasm is infectious. Share your passion for what you do.

   5. Write the pitch. Then read it back. Amend where appropriate. Practise the speech. And keep practicing until you know it off by heart.

Maximising Your Success With a Targeted and Effective Sales Pitch

By following these best practices, you can increase your chances of making a successful sales pitch to the UK public sector. By understanding the needs and priorities of your audience and tailoring your pitch accordingly, you can effectively communicate the value that your business can bring.

Once you’ve perfected your compelling sales pitch, to find out more about marketing and selling to the public sector, download our FREE whitepaper.