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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.

Published in: Business, Education

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  • 1. This is a presentation about winning new business pitches
    It’s by Matthew Gain
    @matthewgainormatthewgain.com
  • 2. 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
  • 3. But there is something else…
  • 4. Your presentation is a performance
  • 5. Your desired client is the audience
  • 6. The client will often buy the best performance. Not always the best agency…
  • 7. 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
  • 8. Let me break it down for you
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. Make sure it is error free
    Rehearse
    Rehearse
    Rehearse
    Rehearse
    Rehearse
    Rehearse
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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)
  • 18. Thank you@matthewgainmatthewgain.com