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Good, bad, ugly pitches
Founder of Independent Agency Search and Selection (IAS) Johanna McDowell and Brenda Ross recently facilitated a master class entitled 'What is it really like out there' and 'How to improve conversion rates' where participating agencies were requested to note down, anonymously, the worst and best things they had noticed in a pitch situation.
Best things
- 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 storyboards 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 created that was creative and engaging. It integrated a full solution in 15 min and got you inspired and excited."
Worst things
- Phone addictions - "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 PowerPoint - "Person presenting did not give client a chance to ask questions. Rambled off PowerPoint presentation."
- Grammar malfunction - "Presentation wasn't checked beforehand and had spelling and grammatical errors all over."
- Brand Alzheimer's - "Asked for the client's competitor's drink - when asked what they would like to drink."
These master classes are free to IAS subscribers to provide agencies with cutting edge information and training on industry related topics.
Commented Johanna McDowell, "As observers at pitches it is relatively easy for the company 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 master class on 'Understanding how best to work with Procurement' and 'Consumer Protection Act and how it will affect agencies' on 26 May.
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