Uncategorized
7 ways to cheat and win the pitch!
On 25, Apr 2013 | In Uncategorized | By ReneeBlake
Agencies are victims of our own drama. Acquiring new business is rarely a rational or effective process. In fact, its often a drain on resources and morale, and definitely doesn’t necessarily result in winning.
In my circle, we refer to “cheating,” as winning. Cheating in this case, is not about doing things against the rules. Its more about making excellent choices, going above and beyond, and ultimately winning (making others jealous.) So I’ll go over 7 ways to “cheat” and win the business by simply adapting the pitch process.
1. Its gotta feel right.
Much like dating, its all about chemistry. Do you spend the entire time talking about yourself, or are you genuinely interested in getting to know them? Once you’re done presenting, it should feel like you want to continue the conversation after the meeting is done.
2. Would you purchase a car before testing driving it?
Offer a test job. There’s no better way to get a feeling for the partnership, until you work together. The pitch itself, might be dazzling, but nothing to do with how working with them will REALLY be. Trying before you buy allows for both sides to determine if its the right fit.
3. Its not you, its me.
The mistake that many organizations make is to strictly treat a pitch like a dog and pony show. If you’re just trying to win the crown at the pageant, you’re missing the opportunity for the beginning of a long lasting relationship. Resist the temptation to jump through every single hoop. Ask tough questions, and remember that you are hiring each other.
4. Be real. No, for reals this time.
Both the client and the agency needs to be transparent up front. Agencies must balance the investment of time and resources towards the opportunity against the potential of winning the business. Its not that uncommon for the client to really just want some new thinking. And sometimes the objective is unclear because they say they want to be something they aren’t prepared to be. Therefore agencies are required to win new business by being someone they are not. This will always prove to be a waste of time and energy for both the client and the agency.
5. You need the “yes” people to be present in order to receive the “Yes!”
Pitches are usually won because the decision makers are in the room. If you’re presenting to more junior people, who then have to go resell, your odds are greatly reduced. Spend the extra up front time to gain the appropriate access.
6. Just like any relationship, set the ground rules.
The best relationships begin with clients clearly defining their objectives. Why the business is going in for review, why are they considering a change in agency, what do they want to accomplish with this pitch? These are questions they should be prepared to answer before one word in a RFP response is written. It shouldn’t require a full range of spec creative to learn what they want. If they are unsure, then go back to #2, request a test drive!
7. Never look back
Provide a forum to let your prospective client know what the next steps are. Always look forward, and let them know what they can expect from the next time you meet. Assumptive yes, but it fosters the beginning of a partnership where both parties are allowed to aspire and achieve great things together.