Tips for winning new business

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

Practical tips for winning new business pitches.

Published in: Business, Education

Tips for winning new business

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

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