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Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
Winning New Business
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Winning New Business

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  1. Understanding the pitch process – winning new business
  2. The 4 crucial aspects of creating winning pitches Ideas and Drama Structure and Preparation Content Audience Delivery Logistics Profiling and Chemistry Environment and Setting
  3. Delivering Winning Pitches •  Understand the pitch process •  Write a compelling proposal/presentation •  Understand winning behaviours •  Get the chemistry right •  Deliver it convincingly!
  4. Writing Compelling Proposals and Presentations •  Clearly understand what you are being invited to submit… •  Then question it politely •  Remember people don’t know what they don’t know •  So they are incapable of articulating it with any conviction •  You may be asked to submit a proposal …but the client/ commissioner may not know what they really want or need
  5. Understanding The Pitch Process •  What do we mean by the pitch process? •  What factors come into play? •  The importance of chemistry and understanding who you are pitching to •  The development your proposals – logical argument to brilliant ideas
  6. Hierarchy of Desirable Pitching Behaviour Soft Hard
  7. Hierarchy of Desirable Pitching Behaviour Soft Hygiene Hard
  8. Hygiene – just getting the basics right •  Answering the brief! •  Managing time! •  Attention to detail •  Client Names/Spellings/Client Structure
  9. Losing Tactics – snatching defeat from the jaws of victory •  Ignore the hang–ups – drink, smoke etc. •  Bore them to death – particularly with their own research •  Tell them about your company when they already know you •  Abuse time mercilessly •  Ignore budget constraints •  Rude •  Insensitive •  P…
  10. Hierarchy of Desirable Pitching Behaviour Soft Resource and effort Hygiene Hard
  11. Resource and Effort •  Quality of the team •  Preparation •  Obvious rehearsal •  Importance to you •  Wanting the business
  12. Hierarchy of Desirable Pitching Behaviour Soft Team Resource and effort Hard Hygiene Hard
  13. The Team •  People you want to do business with •  Working together to a common cause •  Will actually work on the client’s business •  Can easily ‘lose’ won pitches
  14. Hierarchy of Desirable Pitching Behaviour Soft Argument Team Resource and effort Hygiene Hard
  15. Argument •  Have one… •  Clear cohesive strategy •  Cutting through the … •  Customer understanding •  Realistic and pragmatic reason to be there
  16. Hierarchy of Desirable Pitching Behaviour Soft Ideas Argument Team Resource and effort Hygiene Hard
  17. Ideas and Creativity •  Always a good idea to have some •  Your audience see themselves as creative – even if they don’t admit to it •  ‘Commercial’ idea built upon genuine understanding and a genuine argument •  Dramatising the breadth, length and depth of the idea is seductive •  Be integrated think holistically across platforms…
  18. Hierarchy of Desirable Pitching Behaviour Soft Chemistry Hard Chemistry is crucial and cannot be left to chance
  19. Chemistry •  That soft yucky stuff! •  The X Factor •  Remember we work in a relationship industry •  Doesn't sound professional – so seldom given as a reason to buy or not as the case may be •  #1 Reason……………………….. always
  20. Is Chemistry Important? •  Seldom talked about •  A wimpy reason •  Fact: People buy more from people they get on with •  Fact: They buy even more from those people they like… •  Personality profiling helps get it right
  21. Hierarchy of Desirable Pitching Behaviour Soft Under standing Chemistry Ideas Argument Team Resource and effort Hygiene Hard
  22. Massive Understanding of.. •  The audience •  The platforms •  The brief or commissioning need •  The culture •  But above all the individual you are pitching to •  What they love and what keeps them up at night! •  The ultimate in database marketing
  23. So what impresses clients? •  Each pitch is different •  Each set of needs is different •  However…
  24. Winning Pitches •  Resource - effort, people, will •  Rifle - specific target •  Research - understanding market and prospect •  Rationale - argument •  Razzle - (not really!) creativity •  Rapport - chemistry plus teamwork
  25. Winning Pitches Say Thank You
  26. Writing and delivering a compelling presentation
  27. How do you define a presentation? •  Pure effective communication •  Neither a speech nor a discussion •  A presentation planned, organized, uses visual aids and is most importantly “tailored” for the specific audience •  Effective communication is an exchange of ideas, energy and actions, with understanding and purpose between two people are aware of each other
  28. Organizing your presentation Opening Remarks Step 6 Creative Opening Step 7 Bridge Subject Step 1 Step 3 Agenda 1 Agenda 2 Agenda 3 Step 4 Body 1 Body 2 Body 3 Summary 1 Step 5 Summary 2 Summary 3 Step 2 Conclusion
  29. Order of Preparation •  Subject/Topic/Recommendation •  Conclusion/Main Idea/Recommendation •  Agenda •  Body •  Summary •  Creative Opening and Bridge (optional) •  Opening Remarks •  Transitions (Including Lead-Ins and Mini-Conclusions)
  30. Team Presentations •  Assign a team “Captain” •  Hold an initial meeting •  Set up planning and preparation schedules •  Hold second meeting •  Undertake a read through and/or rehearsal •  Conduct a dress rehearsal •  Conduct the presentation •  Review the presentation
  31. Delivering your presentation with conviction Review DO IT Read Through Create Visual Aids Choose A Structure Select Persuasive Information Set an Objective Audience Analysis
  32. Top 10 tips – winning pitches made easy •  Is the pitch real? •  Uncover the budget and timescale •  Do your research •  Build a relationship early •  Be positive – want the gig! •  Think about what your wearing •  Encourage engagement – don’t talk incessantly •  Read the audience •  Create rapport with the client •  Remember clients are people too! Pamper them...
  33. And Finally… •  Please remember…. ‘Everything has a beginning, middle and an end’ Aristotle 384BC •  Thank you

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