Understanding the pitch process – winning new

business

The 4 crucial aspects of creating winning pitches

Content Audience Delivery Logistics

Ideas and Drama

Profiling and Chemistry

Structure and Preparation

Environment and Setting

Delivering Winning Pitches

•  Understand the pitch process •  Write a compelling proposal/presentation •  Understand winning behaviours •  Get the chemistry right •  Deliver it convincingly!

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

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

Hierarchy of Desirable Pitching Behaviour

Soft

Hard

Hierarchy of Desirable Pitching Behaviour

Soft

Hard Hygiene

Hygiene – just getting the basics right

•  Answering the brief! •  Managing time! •  Attention to detail •  Client Names/Spellings/Client Structure

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…

Hierarchy of Desirable Pitching Behaviour

Hygiene

Resource and effort

Soft

Hard

Resource and Effort

•  Quality of the team •  Preparation •  Obvious rehearsal •  Importance to you •  Wanting the business

Hierarchy of Desirable Pitching Behaviour

Soft

Hard

Hygiene

Resource and effort

Team

Hard

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

Hierarchy of Desirable Pitching Behaviour

Soft

Hard Hygiene

Resource and effort

Team

Argument

Argument

•  Have one… •  Clear cohesive strategy •  Cutting through the … •  Customer understanding •  Realistic and pragmatic reason to be there

Hierarchy of Desirable Pitching Behaviour

Soft

Hard Hygiene

Resource and effort

Team

Argument

Ideas

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…

Hierarchy of Desirable Pitching Behaviour

Soft

Hard

Chemistry

Chemistry is crucial and cannot be left to chance

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

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

Hierarchy of Desirable Pitching Behaviour

Soft

Hard Hygiene

Resource and effort

Team

Argument

Ideas

Chemistry

Under standing

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

So what impresses clients?

•  Each pitch is different •  Each set of needs is different •  However…

Winning Pitches

•  Resource - effort, people, will •  Rifle - specific target •  Research - understanding market and

prospect •  Rationale - argument •  Razzle - (not really!) creativity •  Rapport - chemistry plus teamwork

Winning Pitches

Say Thank You

Writing and delivering a compelling 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

How do you define a presentation?

Organizing your presentation Opening Remarks

Creative Opening Bridge

Subject

Agenda 1 Agenda 2

Summary 3

Body 1 Body 2 Body 3

Conclusion

Summary 1 Summary 2

Agenda 3

Step 6

Step 7

Step 1

Step 3

Step 4

Step 5

Step 2

•  Subject/Topic/Recommendation •  Conclusion/Main Idea/Recommendation •  Agenda •  Body •  Summary •  Creative Opening and Bridge (optional) •  Opening Remarks •  Transitions (Including Lead-Ins and Mini-Conclusions)

Order of Preparation

•  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

Team Presentations

Delivering your presentation with conviction

Audience Analysis

Set an Objective

Select Persuasive Information

Choose A Structure

Create Visual Aids

Read Through

DO IT

Review

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...

And Finally…

•  Please remember….

‘Everything has a beginning, middle and an end’

Aristotle 384BC

•  Thank you