This document provides tips and guidance for securing new business and winning pitches.
The key points are:
1. Maintaining existing client relationships should be the top priority, as existing clients can provide new business opportunities and referrals.
2. Securing new business requires a team effort across the entire agency. It should not be seen as the responsibility of just one department.
3. Agencies need to clearly understand what makes them unique and be able to quickly articulate this in any introduction or meeting with a potential client.
4. Tracking conversion ratios at each stage of the new business process, from initial contact to winning the pitch, helps identify areas for improvement.
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Winning New Business with a Team Effort
1. Extracts from
A GUIDE TO NEW BUSINESS PROCESS
By Marcus Brown Senior Vice President Y&R
Summarised and made field relevant by
Zane Van Rooyen / Strategic Director / BAM
3. Make client retention your number one priority.
Keeping client partners is more important than acquiring them.
Old business can be a source of new business, and it is easier to get new business
from existing client partners.
If you are winning new client partnerships, but loosing the old ones, your revenue
remains static, and your reputation eventually suffers.
Therefore â New business is number 2 priority.
4. New Business is all too often only left to those hired to generate it, but the reality is that New
Business is, and always has to be, a team effort.
Client wants a team â not an individual.
The company that thinks and acts as a team, that works as a team, is the one that will win
business. One that sees New Business as a separate discipline, an offshoot of the core business,
will not.
It is vital to create a New Business Culture. The more that NB is integrated into the whole
companyâs awareness and efforts, the more likely you are to achieve your NB goals.
⢠Conduct regular meetings at which New Business is discussed.
⢠Assign NB responsibilities to a large number of people. Most effective in team resourcing & it
makes NB a team effort.
⢠Repeatedly emphasise NB goals and targets so that everyone has a clear sense of purpose and
aims.
⢠Make NB a discussion point at all internal meetings. It is out there and you should be
anticipating ways of grabbing it.
⢠It is everybodyâs business.
5. Imagine youâre at a drinks reception. You meet a potential prospect. They ask a
simple question:
âSo what makes your company different ?â
Youâve got 30 seconds to make an impression.
If you donât have a brief but forceful summary of what makes your company different
and interesting, youâll fail to make an impression.
This is your first line of offence â a mini pitch â and it should be as carefully worded
as any presentation. Sit down and compose it. Avoid bland, abstract, jargon-filled
formulations. Make it short, sharp and attention grabbing. Consider your local
markets and highlight your agencyâs supreme advantages, then link these to a global
positioning.
If you are not clear what makes your agency number one, you canât communicate it
to others.
You NEVER get a second chance to make a first impression.
6. Unless you have a particularly bizarre attitude to âretail therapyâ, you donât go shopping for a washing
machine until the old one breaks down or you move to a new home.
Itâs the same with prospective client partners. If their agency relationship breaks down, or they have
a new product to launch or market to conquer, theyâre interested. The rest of the time their
commitment to you will be disinterested and non-committal.
Washing machine manufacturers recognise this crucial distinction and act accordingly. They donât
bombard consumers with advertising, relying instead on approaching those âcustomers ready for
changeâ with offers etc.
Deploy the most time and effort when client are looking to âbuyâ and less when you are presenting
cold credentials.
7. The agency that wins the most business wins.
Itâs simple. Itâs obvious. But, in the euphoria of a pitch won,
itâs easy to forget you lost the last three, or didnât even
make it to the long list. With every New Business you
compete for, the conversion ratio must be the first and most
important consideration.
We work is some of the most oversupplied markets in the
world.
So, first ask yourself:
âHow often did we make it to the long list?â
If you donât get in the game, you canât compete.
Industry Average Jigsaw Second, ask yourself:
âWhen we made the short list how often did we win the
pitch?â
Long list => Pitch 25% 71% Reaching the final is no good if you donât cross the line first.
Conversion ratios maximise the efficiency of financial &
Pitch => Win 33% 63% human resources. If youâre getting on a healthy percentage
of short lists but never winning the pitch, then itâs clear the
pitch needs improvement, and thatâs where money and
resources can be directed. If the pitch win rate is 100% but
it came out of a low long list pitch rate of 10% - you won
one pitch but never made another long list â thatâs a
different problem that needs attention.
Conversion ratios are one of the best diagnostic tools for
determining an agencyâs effectiveness when it comes to
business development. They should always be foremost in
your mind, After all, what counts is what youâve won â not
how much prospecting youâve done.
8. Stand in the New Business Office. Close your eyes.
What do you hear?
The sound of a phone constantly ringing-or the sound of silence?
If itâs not ringing, it should be!
An agency where the phone rings of its own accord is an agency with a reputation and a high profile that
prospective client partners are hungry to bite into.
If it is ringing, your New Business efforts must focus on improving your hit rate,
Ask yourself a new question: âAre inbound calls actually leading to wins ? â
9. You canât hit a target if it isnât there!
Clear & precise goals gives everyone something to
aim for & a drive to hit the target.
10. As any great sportsman knows, thinking ahead puts you ahead of your
rivals. Focusing on the future makes it more likely to happen the way
you want it.
Donât wait it, generate it!
This is the way to think ahead & go for New Business.
Compile a list of companies & targets, communicate them to the team
as someone might have contacts or connections that provide a way to
reach a target company.
Keep your list updated.
Keep the companies in mind & seek out opportunities to establish a
relationship with them.
Remember that New Business is long-term business & finding
prospective clients takes months.
11. Goals need to be realistic: chase every prospect & youâll end up with none.
Use the following criteria to streamline you prospect list & so focus resources to
maximum effect.
Prospect is :-
In a growing industry/sector
A creative opportunity
A big spender
Vulnerable/accessible
Not a significant conflict
Goals need to realistic therefore donât see the pitch as an all-or-nothing deal.
Donât dismiss the âTrojan Horseâ approach.
Get part of the business on offer-however small-and youâve got a foot in the door.
Do you job well & more doors will open.
12. Approaching prospective clients can be compared to dating.
You need to make a big impression quickly & you need to make
them feel unique.
It is no good sending the same mailing to each of your prospective
Clients as they will begin to recognize it as the stale chat up line it is.
Your first approach must be second to none so make it individual,
Eye catching & by far original.
13. Getting new business can seem an impossibly difficult task-like pushing water uphill.
Canal builders solve this problem by constructing a series of stages to get to the top.
To get to the top in New Business, adopt the âCanal Systemâ. Hence you can ensure that your
Pipeline of New Business potential keeps flowing in the right direction: from target company to
Meaningful contact to potential client partner to new account.
The canal system is the method of keeping track of new business leads by converting leads from
Possibilities to probabilities as example below will show:
CODE STATUS NUMBER
Target Identified as real contact 30
Contact Made meaningful contact 15
Potential Held meeting begin selection 6
process
Win Won assignment 1
The Canal System is about making your New Business leads part of a
process. Itâs about follow-up. Establish & monitor the status of you leads &
take appropriate action to take them to the next stage.
Keep them moving up be it sending a Christmas card or presenting
credentials to client.
14. âThere are no problems, only solutionsâ
Every company has limitations. Donât waste time
finding a solution. Instead of laying blame at
someone elseâs door, find a window of
opportunity.
Complaining focuses your thinking on what canât
be done.
But the client is only interested in what can be
done.
Make New Business the art of the possible
15. This should be a slogan, a question, a mantra you ask yourself each day.
Make it part of your routine as checking your emails every morning.
A company that is alert to New Business possibilities, and shapes each day around
finding & fulfilling them, is one that will succeed.
16. The importance of plans & preparation for a pitch canât be overestimated. But in the
end itâs how they translate into a few hourâs pitching that counts.
Every agency will bring their resources to bear on exploring the prospective clients
brief- itâs what they do with what they learn that sorts out the winner from the lose.
Keep sight of that end result.
Have the continual consideration of how your teamâs research & ideas are going to
shape into an event-a package of powerful persuasion.
The eventual result will be to put into effect if you want to have an effect.
Adopt the âJust Do Itâ attitude!
18. Pitching is about team work. However every pitch needs a
senior member of staff who will drive that pitch home.
Effective delegation & co-ordination are only achieved if
one person is in the diving seat.
Putting the right person in charge is an essential part of
the pitch and the bigger the pitch the more you will need
someone with a proven track record of New Business to
head and energize every aspect of the pitch.
19. Each prospective client is different especially when phrases like
âtarget audiencesâ are mentioned.
You will have to consider how the individual client likes being sold
to.
Each style will need a different approach. Do some basic
personality profiling and get to know the culture of your prospective
clients.
Always avoid the generic approach-remember that prospective
clients are people too!
20. Experienced clients know what they are looking for.
They expect excellence but they will also have a clear idea of the single
most important thing that they want to want from an agency.
When it is time to make their final decision this factor will be the decider
of the winner.
To find out what that very fact is , get the client to tell you what the key
thing is that will make them choose one agency over another.
The knowledge should shape your pitch & therefore highlight the
agencyâs strengths that are important in the eye of the client.
21. You canât beat the competition unless you know who the
competition is.
Asking the prospective client is your first touch point. If they
donât reveal this info then refer to your competitor analysis
findings to see who might market themselves to this
prospective client.
Your strategy depends on matching opponents strengths &
going one better.
Recognizing who & what youâve got to beat lets you make
the best & most effective use of resources.
âKnow thy enemyâ
22. Prospective clients use a score sheet to make
pitching agencies.
Competing without knowing the criteria youâre
going to be judged on puts you at a huge
disadvantage.
Do some research & find out how the marks are
divided up.
As every political party knows, knowing who is
doing the pitch is crucial to success. A pitch is no
different.
Will the prospective clientâs decision be the
result of a team decision or a single member.
âThere is nothing more transparently awful than
seeing agency people addressing only the
senior, ignoring the real decision-makers-the 25-
28 year oldâ (Andrew Melsom in Market Leader)
Impress all but impress the decision âmakers
most of all.
23. The style of credential meetings has changed.
Prospective clients donât want display only but debate.
They see the meeting as an opportunity to try out how
youâll work together.
The agency that ignores this & aggressively presents its
way through the credential meeting is unlikely to be
successful.
Set up an environment that promotes discussion, debate
& work shopping:
â˘Highlight case studies that are especially relevant to the
clients concerns
â˘Decorate the meeting room with relevant material:
Boards with competitive work.
Photographs from previous campaigns/activations done.
Donât monopolies the credential meeting. Reason being is
that prospective clients complain that agencies hijack the
meetings & focus on themselves rather than the potential
business.
Donât treat the prospective client with kid gloves!
If you donât challenge, if you donât ask forthright questions,
you wonât get the answer you need.
24. The period between the brief & the pitch is at least as important as the pitch itself.
How you handle it can determine whether you win or lose.
Managed properly is an opportunity to show the prospective client that you are keen,
committed & hungry- these factors time & time again prove the decider in a pitch.
Ask relevant elated questions with regards to their business & internal structures as this
will promote confidence in & involve the prospective client.
How you use you time shows them how you would use theirs so plan your interaction with
them from the start:
â˘The New Business team should always decide on a contact strategy for keeping in
touch with the prospective client.
â˘There is a fine line between involvement & intrusiveness. Establish with the prospective
client what level of exchange they want at this stage.
From brief to pitch is a short distance. The prospective client know their product better
than you do. Tapping into that knowledge can give you a huge advantage over your
competitors.
Utilize this period between brief & pitch not only to gather information but to establish a
relationship with the prospective client.
Itâs a lot easier to do in 3 weeks than 3 hours.
25. In the end its all about the chemistry. Prospective clients hire the
people they like. The agency that remembers that and establishes
a personal dimension will win the business.
Make a connection with you prospective clients.
Show respect & empathy for them. Understand their work ethic
and ask questions to get them involved. Be supportive.
Take every opportunity to let the personalities of the pitch team
shine through.
Having a âfiendâ on the inside, even if youâve only just met them,
can provide invaluable help.
Prospective clients are looking for an agency theyâll enjoy working
with.
Show them youâre a team- and show them that theyâre part of a
team.
26. The prospective client wants to know if you can work together with
them and work together well. (see Tip 22)
Donât leave this until the pitch and donât believe it is not a vital factor
towards winning a client.
Find out what kind of involvement they want & then decide on a
contact strategy.
If the prospective client seems interested to team up with you, find a
productive way to make regular contact.
Use you initiative to initiate a relationship.
Always develop some form of contact strategy as part of you pitch
process from the start.
27. Of course there will often be late nights in the days leading up to the
pitch. But breaking out the deadline mentality yields results.
Clocking up hours at the beginning of the period between brief &
pitch gives you a head start. The team gains confidence from the
sense that they are already covering ground.
Hence a more powerful & polished presentation is created due to
less rush & âlast minute dot comâ occurrences.
So work smart!
28. If youâre talking, youâre not listening. âNot listeningâ is one of the top ten
complaints by prospective clients about agencies.
Allow the prospective client to lead which is the best way of understanding
the people you are dealing with and to fully understand the brief (tip 16).
The only way to find out what the prospective client really want is to ask
them.
From asking the right questions youâll both learn & look eager-= a
consistent pitch-winning combination!
Before the pitch, prospective clients donât want presentation, they want
interaction.
They want to hear not about you but your track record.
They want questions & answers. They want debate.
Above all they want to see how you and they can work together.
29. We have two eyes, two ears but only one mouth. Our bodies are built like that
because, when it comes to getting information, watching & listening are more
important than talking.
When meeting with the prospective client you should watch & listen twice as much
as you speak (see tip 26).
Donât tell them what they want-find out what they want.
Think about which questions will really reveal how the prospective clients think &
need i.e.: What has been the downfall of other agencies in the past? How will you
decide on the winning agency?
The first meeting are about gathering key info which will define the pitch.
The agency that looks & listens will learn a lot more than the one that doesnât.
Theyâll have the competitive edge that is the starting point.
30. The client briefs your agency. Your team comes up with
brilliant solution to every part of the brief. And so you WIN
the pitch or DO you?
Prospective clients are experts in their band, but theyâre not
experts in communications. You are!
Thatâs why they want to hire you.
So, after the brief go back to basics. Think hard about the
true nature of the prospective clientâs business problem &
whether their brief really is the solution.
If not then explore the alternatives.
Your company has not only communication insight but a
wealth of business insight- if you act as a business partner
for your prospective client theyâll value you more.
Added Value = added win pitches
31. âWhat is my main competitor going to do next?â
Thatâs the question that keeps your prospective clients awake at night.
Coming up with the answer wonât only give them an easeful sleep, it
can win you the pitch.
Explore their competitions strategies, options & intentions.
It will establish the empathy that prospective clients increasingly look
for in agencies.
The worst case scenarios can be used to devastating effect in a pitch-if
you can present a way to counteract them.
Prospective clients are looking for an agency that understands them
and their problems.
Thinking through what keeps them awake is the key to understanding.
32. This seems like obvious advice.
Due to the obvious nature of the above statement
pitch history is full of tales of agencies that
forget this simple tip & hence lose the pitch.
The following 4 points will ensue you stay focused
on the question with the right answers:
1. Read and make sure that you answer the
question.
2. If you donât agree with the brief, discuss with the
prospective client. Donât avoid the brief or
answer the brief you think they should have
presented. Despite the special circumstances
outline in tip 29, not doing what the
prospective client asks is the quickest way to
lose them.
3. Re-read the brief before the first Question-and â
Answer session. Asking the prospective
clientâs questions that are answered in the
brief makes you look foolish & under-prepared.
4. Re-read the brief the night before the pitch and at
the start youâll know he brief all too well.
Make sure that its fresh in your mind. Re-read it
to remind you of the contents & renew the
excitement.
33. âGenius is 99% perspiration & 1% inspirationâ
(Inventor Thomas Edison)
Itâs easy-often fatal- to forget that the inspiration of the pitch
comes from weeks of perspiration leading up to it.
A pitch is only as strong as the team working on it.
Do you have the right team?
Do you have enough people working on the pitch?
And a pitch is only as strong as the work that has gone into it in
the preceding few weeks.
Recognize the vital importance of preparation, do your own
research & above all engage with the prospective clients-spend
time with them, share your ideas with them and ask insightful
questions.
34. Hunger wins New Business.
Time & time again, prospective clients identify energy, commitment &
eagerness as winners of New Business.
The question of âDoes this agency really want my business ?â will be on their
mind.
Consider every aspect of every stage of the pitch process-is it really better
than your competitors.
Have you done all you can concerning:
Consumer research
Documentation
Caliber of presentation
Meeting room set-up
Research into the market place
Through-the-line approach
If the answer if âyesâ then you are far more likely to succeed.
Go Beyond the prospective clientâs expectations.
Go the extra mile & you are halfway to success.
36. There may not be a stage but a pitch is a performance.
The agency that recognizes this & shapes their presentation as close to a theatre
production with capture the moment & create an experience that makes a
phenomenal & memorable pitch.
The elements involved weather play o presentation remain the same.
âWill the audience will get it?â
A pitch must be an experience for the prospective client.
Itâll only be one if itâ
37. The pitch is a form of theatre.
The Presentation Pitch Doctor (PPD) gives the equivalent of the directorâs notes at the
dress rehearsal.
The pitch dress rehearsal is the time for a fresh eye.
The PPD should be someone outside of the team who is able to put themselves in the
shoes of the prospective client who has been apart of 6 other presentations before yours.
He will pick out the strengths & weaknesses of the pitch, how the entire message comes
across to the prospective client.
The PPD is the last test of what you pitch will actually look like to the prospective client.
Make sure that they are seeing what you want them to see.
38. Teamwork thrives on enthusiasm & sometimes this
can blind you to drawbacks in you strategy.
Donât let the prospective clients be the first test of
your big idea.
Appoint a Strategy Pitch Doctor (SPD) who will
check that your train of thought is convincing &
heading in the right direction.
Appoint a SPD earlier on so they can stop you
wasting time on an idea that doesnât work and their
comments could change the entire thrust of your
pitch in the right direction.
39. Casting can make or break a pitch no less than a film.
Prospective client insist that chemistry is almost what decides the
winner. They want to see a team that works well-both with prospective
clients and with each other.
Agencies tend to pick the pitch team from whoâs available.
This is practical consideration but should never be the only one:
â˘Make sure the team members bond, if they work convincingly as a
team youâll convince the prospective client.
â˘Give the right role to the right person. Their role in the company
doesnât necessarily make them a great presenter.
â˘Understand your target audience (Tip 16).
40. Have you ever been to a dinner party where someone stays silent throughout the
meal? Unnerving, isnât it?
Itâs no different for prospective clients during a pitch.
A team member with no obvious role will only distract and should not be sat in during
the presentation to prospective client.
Each member of the team should perform part of the presentation & be able to add to
the debate.
â A room full of silent nods sends a very bad signal about an agencyâ
41. The pitch is a piece of stagecraft and your creative & strategic idea must take
centre-stage.
It needs the spotlight.
A good idea wonât sell itself standing alone.
So spend time crafting your strategic proposition so that on the day itâs easy
for the prospective client to understand.
Packaging your thinking ensures that itâs delivered.
42. Yes it sounds obvious, but weâve all done it- weâve allowed
for ourselves to cover the whole brief through adequate
work.
Bear in mind that your competitors are at least as good as
you are.
Every agency that makes a pitch in the process will
produce excellent material.
Be ruthless with yours- only first rate will be first choice.
Donât let a zeal for complacency tempt you to put into a
presentation strategy o creative that is weaker than yours
Poor wok steal attention from your best material.
It will be remembered and it is better to tell the prospective
client that you havenât yet solved a problem rather than let
them believe that you solved it badly.
43. A New Business presentation is one of the most
valuable tests of the companyâs strengths.
This has to be analyzed effectively in Case Studies:
â˘Use everyday language
â˘Write a success story, not a debrief
â˘Focus on the agencyâs biggest contribution
â˘Highlight all of the campaigns achievements
The aim is to provide a library of experience that any
part of the company can understand & use to win New
Business.
44. Prospective clients like debate but they want a
recommendation.
Donât offer options as they can give an impression of
indecision. Prospective clients want their chosen agency to
have a point of view.
Make sure you make a recommendation.
Make sue that its clear.
Make sure that the prospective client know the
recommendation and why you chose it over other options
that you have discussed.
45. Power point is a great way to pass on a lot of
information fast.
But donât use it as your only medium.
Multimedia is the key. Let power point do what it
does well, but find other means of presenting to
the prospective client too.
Packaging you info in a variety of ways is far more
stimulating than staring at 100 slides.
46. Rehearsal is what makes a pitch powerful and
persuasive.
Knowing what you are going to say & how long it takes
confers confidence.
Confidence=inspiration to the prospective client.
Rehearsal smoothes out the glitches & pitfalls so that
the final performance is polished & professional.
Rehearse your presentation, this is not the death of
spontaneity, as it can make or break the difference
between a good pitch & a winning pitch.
47. â At no time ever in the history of making presentations
has any prospect come out and said that they wished the
meeting had taken longerâ
(Andew Melsom in Market Leader)
No matter how brilliant your presentation, if it overruns it
will under perform.
Prospective clients have a schedule hence if your
presentation overruns it will upset their schedule.
The pitch is the show case of an agencyâs ability and if
you canât deliver during the presentation the prospective
client wonât believe that you can deliver what they want,
when they want it.
KEEP TO TIME!
48. How you handle the closing questions can make or break the pitch.
You will find yourselves under fire with purpose driven questions from the prospective
client.
Be prepared and anticipate what they might think & ask through your answers.
Make sure that only one person answers as when many do it confuses more than
clarifies.
A prospective client who asks questions is interested so see the questions as
opportunity.
49. âThe only people who are remembered are the winnersâ
(Sprinter Linford Christie)
You work in a competitive industry so expect that your
competitors will produce the best possible creative &
strategy- Because they will.
Being very good wonât be good enough.
To come first you need to take more risks & be experimental
unlike your competitors as there are no prizes for coming
second.
50. Choosing an agency is a tough decision for prospective
clients.
If they can find an easy reason exclude you, they will.
Donât let the search for the big idea mean you neglect the
little things.
Prospective clients remember mistakes !
They remember disorganization & discomfort.
Brief reception before their arrival & never keep them
waiting.
Make sure that the presentation room is the right size &
temperature.
The prospective client is on the look out for anything that
might trip you up and then look for the one youâve missed.
51. Prospective clients will forget most of what you
presented to them so leave-behinds are your best
defense against amnesia.
They will take this away & use as a reminder of what
was discussed.
Leave-behinds need to capture the magic & excitement
of the pitch and they need to get the same message
across with absolute clarity.
The leave-behinds are about reminding not informing.
Donât expect the prospective clients to get form leave-
behinds something that wasnât in the pitch.
Make them as professional as possible, your hunger for
the prospective client business is reflected in their
quality.
52. Imagine your prospective clients leaving the building after the pitch. They climb into the taxi & discuss what
theyâve just seen & heard.
Theyâre not going to remember all the details & subtleties of your presentation- theyâve seen 5 agencies already
& are deep into pitch-fatigue.
Their impression of you to boil down to a single point that you stood out for.
Donât fail the taxi test.
Make sure you present one thing that youâll be remembered for.
Emphasize this one throughout so it wonât be forgotten
54. The end of the pitch is not the end- itâs the prospective client final
decision thatâs final.
Leaving no stone unturned means using the time between pitch &
decision to further demonstrate your commitment & keenness
towards the prospective client.
Follow up whether there were any queries with regards to the
presentation.
Remember that the prospective clientâs decision is rarely clear cut &
unanimous.
Continuing the momentum & excitement of your pitch can sway the
scales in your favor.
âItâs hard to beat a person who never gives upâ
(Babe Ruth)
55. âThose who cannot remember the past are condemned to repeatâ
(Philosopher George Santanya)
Nobody wins every pitch but what you learn from your loss
determines whether you win the next.
Make the pitch post-mortem an essential part of your pitch process.
Perhaps send them a post-pitch questionnaire.
If possible arrange to go and see them to discuss & dissect the
pitch.
They might even want to deal with the pitch doctor as an
alternative.
No experience is wasted if you gain insight from it:
Turn loss into lesson
56. When recruiting staff, Napoleonâs final question was always:
âDo you consider yourself to be a lucky person?â
Thereâs an element of luck in any business.
By reading & acting on the tips in this book, youâve stacked
the dice as far as possible in you favor.
Once youâve left nothing to chance, all you can do
Is hope chance smiles on you.
BE LUCKY!