How many people have you told about your business today? How effective are you at promoting your pet care facility? How well do you describe what your facility offers?

Whether you are at the grocery store, a networking event, or seeking financing, having and regularly using your "pitch" for your business is critical. Everyone that you come into contact with should know what you do and how it could potentially benefit them and their pets. In fact, there are few sales tools more valuable than a succinct and interesting "pitch" that gets listeners as thrilled about your company as you are.

However, developing a successful pitch for your business may not be as easy as you may think. Even if you have a pitch that you use today, it might be in need of some fine-tuning. Because you work in the facility day in and day out, it is easy to get too close to the details of your business to understand what will interest others. Or, you may have described your facility so many times to others that your message has become stale or even robotic.

Effective pitching is centred on content and style. The first step is to be able to say what you do in a few concise sentences such that someone unfamiliar with the pet care industry can quickly grasp an understanding of your facility and the benefits offered. Your pitch must then be told with enthusiasm and energy that convey your passion for the business, your customers, and the pets for which you provide care.

The following are tips to help you create or refine a pitch that generates interest in your facility:

Start with what makes your facility unique.

What is your unique selling proposition (USP)? What sets your facility apart from others? When pitching your business, you only have a very limited time. You have to break the ice quickly; so, avoid using ordinary and dry terms. For example, saying "I run a kennel" is not nearly as compelling as saying "I operate a state-of-the-art pet care facility where we cater to dogs with special needs."

Highlight potential problems and offer solutions.

Even as pet care facility owners and operators, we solve problems.  Consider the needs your pet care facility addresses. A successful pitch conveys this as a story with a happy ending. Do you provide a safe environment for pets when their owners travel frequently for business? Does your facility have an indoor play area that allows for playtime even during inclement weather? Clearly communicate the benefits you provide. Remember it is not about the features of your facility; bit, it is about what your facility does for pets and pet owners. Depict how you help customers to live worry and hassle-free lives, be more productive, or save time and money.

Provide evidence.

Use relevant facts to support your claims, demonstrate your benefits, and show your success. Tell prospective customers about how much repeat business your facility generates or mention the awards and honours your facility has received.

Show your passion.

A great pitch appeals to the emotions not the intellect. It is important that you are able to connect on a sincere level with your audience. Use emotion-laden terms to describe why your pet care facility makes a difference. Think back to why you initially started your business. Now, communicate that story with the passion and delight you have for your facility. In fact, when describing your business, you should come across more like a proud parent showing off new baby pictures than a door-to-door salesperson pushing a product or service.

Practice, practice, practice.

Spend time practicing your pitch to the point that it does not sound rehearsed. It should flow naturally. You will find that the more you share with others about your business, the easier it gets.

Whether you go out to run an errand or you are hanging out at a tailgate party, pitch your facility. Keep in mind that it is your passion, enthusiasm, and connection that make your business story, your pitch, memorable and impactful - and will drive traffic to your facility. No one knows your business like you do, so go out and tell your story!

Source:  Pet Services Journal January / February 2009