Worst and best in the pitching process

Following the successful formula adopted for some years, by the Independent Agency Search & Selection Company (IAS) UK partners, the AAR, the IAS recently hosted their first Masterclass on Winning New Business. The purpose, which is part of ongoing programmes, that are free to IAS subscribers, was to provide agencies with cutting edge information and training on industry related topics.

The Masterclass was divided into two parts ‘what it’s really like out there’ and ‘how to improve conversion rates’ facilitated by Brenda Ross an advertising and marketing expert with 25 years of business experience and Johanna McDowell founder of the IAS.

In the last section of the session, participating agencies were requested to note down, anonymously, the worst and the best things they had noticed in a pitch situation. These are some of the few that stood out.

The best things noticed in a pitch
- Back to the future:

“Pitched for a conference taking place in a year’s time. We took the client’s brand and placed it (as requested) but we approached the pitch as if we were past the conference and explained our experience and interaction with clients brand… Memorable”
- When workshops work:
“Where the pitch (and all the work that goes into that) is avoided by having proper discussion and workshops with clients in order to secure a piece of business.”
- Avoiding death by power point:
“Presenting on story boards becomes instantly interactive; flow of conversation was seamless, professional, well thought out, attention to detail and broke down barriers.”
- Smiling:
“When the client smiles and responds to presenter during the presentation or asks questions.”
- Presenting creatively:
“A video was produced that was creative and engaging. It integrated a full solution in 15 min and got you inspired and excited.”

Following are the worst things noticed in a pitch
-Phone additions:
“Client took a cellphone call in the middle of the agency presentation, did not stop talking for 10 minutes.”
-Get your facts right:
“If you call the CEO Greg when his name is Craig you won’t get his business.”
-Death by power point:
“Person presenting did not give client a chance to ask questions. Rambled off power point presentation.”
-Grammar malfunction:
“Presentation wasn’t checked prior and had spelling and grammatical errors.”
-Brand Alzheimers:
“Asked for the client’s competitor’s drink – when asked what they would like to drink anything”

Commented Johanna McDowell, “ As observers at pitches it is relatively easy for the IAS to notice the slip ups that happen along with the great things that happen.  It is good to see that agencies also notice the good, the bad and the ugly and the improvements that can be made.”

The IAS will be hosting another Masterclass on ‘Understanding how best to work with Procurement’ and ‘Consumer Protection Act and how it will affect agencies’ on 26 May.