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Tips for winning new business
 

Tips for winning new business

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A presentation on how to approach advertising or PR agency pitches.

A presentation on how to approach advertising or PR agency pitches.

Practical tips for winning new business pitches.

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    Tips for winning new business Tips for winning new business Presentation Transcript

    • This is a presentation about winning new business pitches
      It’s by Matthew Gain
      @matthewgainormatthewgain.com
    • A few things I know
      Winning business is one of the most important aspects of working in an agency, but it isn’t always easy to do
      The best agency doesn’t always win
      There can be many factors that can determine who the client selects that are not included in the brief
      Relationships matter – sometimes more than you can imagine
      The decision process does not commence when the presentations begin
      The decision process does not end when the presentations end
    • But there is something else…
    • Your presentation is a performance
    • Your desired client is the audience
    • The client will often buy the best performance. Not always the best agency…
    • How to make a great performance
      Know what the audience wants and treat them with respect
      Know the genre well
      Feature star performers
      Ensure the performance is error free
      Engage your audience
      Build anticipation and climaxes
      Remember it’s not over till the fat lady sings
    • Let me break it down for you
    • Know what the audience wants
      What the clients states in the brief may not be the real problem
      Do your research on the company, competitors and sector
      Know strengths, weaknesses opportunities and threats
      Speak with as many people within the organisation as possible – push hard if necessary for this access
      Ask them what they want/don’t want in your response
      Read media coverage, analyst reports, review conversations online
      Build a relationship
    • Know the genre well
      Don’t wear suits if you’re speaking to Nike
      Don’t wear Nike if you’re speaking to Adidas
      Match your team to their team
      Grey hairs like grey hairs
      Hipsters like people who ride fixies
      Speak the right language
      Even better speak their language
      I know that COI has worked in EMEA, but here in APAC we still think a BMU and OSG split is best
      That is actually a real conversation I had
      Know what their competitors have done and don’t copy
    • Feature star performers
      Give the starring roles to your best performers
      If the client knows your agency because of a certain individual ensure they are involved
      Play to strengths
      Not everyone is right for the spotlight, some people are better operating the spotlight
      If a performer is not cutting it drop them, it is for the good of the performance
      Know which stars are right for which audience
    • Make sure it is error free
      Rehearse
      Rehearse
      Rehearse
      Rehearse
      Rehearse
      Rehearse
    • Make sure it is error free
      Know the room where the performance will be given
      Know where you want the client to sit
      Take your own IT and have a back up
      Workshop potential questions and know who will answer them
      Rehearse again
    • Generate engagement
      Make it a conversation, not a pitch
      State the problem and get the client to agree - this will make them feel like part of the solution
      Invite feedback and adjust your suggestions on the fly
    • Build anticipation and climaxes
      Dress the room, this should be no ordinary meeting
      Do something memorable and unexpected
      Use props
      Wear a costume
      Maybe not use PPT?
      Don’t simply unveil the ‘solution’ take the audience on a journey
      Pause for effect
    • It’s not over till the fat lady sings
      The end of your presentation is not the end of the performance
      Follow up anything you felt was not strong and clarify anything you missed
      Even a no is not even the end of the performance, it is merely signifies an extended performance
    • Credits
      I learnt this stuff from either reading the words or learning from these people:
      Chris Savage (CEO STW)
      Michelle Hutton (CEO Edelman Aus)
      Samantha Allen (MD Global Consumer Marketing Ogilvy PR)
      Marty Kellard & Ian Elliot (Authors of Stop Bitching Start Pitching)
    • Thank you@matthewgainmatthewgain.com