Winning New Business

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Winning New Business

  1. 1. Understanding the pitch process – winning new business
  2. 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. 3. Delivering Winning Pitches •  Understand the pitch process •  Write a compelling proposal/presentation •  Understand winning behaviours •  Get the chemistry right •  Deliver it convincingly!
  4. 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. 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. 6. Hierarchy of Desirable Pitching Behaviour Soft Hard
  7. 7. Hierarchy of Desirable Pitching Behaviour Soft Hygiene Hard
  8. 8. Hygiene – just getting the basics right •  Answering the brief! •  Managing time! •  Attention to detail •  Client Names/Spellings/Client Structure
  9. 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. 10. Hierarchy of Desirable Pitching Behaviour Soft Resource and effort Hygiene Hard
  11. 11. Resource and Effort •  Quality of the team •  Preparation •  Obvious rehearsal •  Importance to you •  Wanting the business
  12. 12. Hierarchy of Desirable Pitching Behaviour Soft Team Resource and effort Hard Hygiene Hard
  13. 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. 14. Hierarchy of Desirable Pitching Behaviour Soft Argument Team Resource and effort Hygiene Hard
  15. 15. Argument •  Have one… •  Clear cohesive strategy •  Cutting through the … •  Customer understanding •  Realistic and pragmatic reason to be there
  16. 16. Hierarchy of Desirable Pitching Behaviour Soft Ideas Argument Team Resource and effort Hygiene Hard
  17. 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. 18. Hierarchy of Desirable Pitching Behaviour Soft Chemistry Hard Chemistry is crucial and cannot be left to chance
  19. 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. 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. 21. Hierarchy of Desirable Pitching Behaviour Soft Under standing Chemistry Ideas Argument Team Resource and effort Hygiene Hard
  22. 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. 23. So what impresses clients? •  Each pitch is different •  Each set of needs is different •  However…
  24. 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. 25. Winning Pitches Say Thank You
  26. 26. Writing and delivering a compelling presentation
  27. 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. 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. 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. 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. 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. 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. 33. And Finally… •  Please remember…. ‘Everything has a beginning, middle and an end’ Aristotle 384BC •  Thank you

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