How Bountiful Relationships and Targeted ... - Event...

Steve Fontanot Workshop

How Bountiful Relationships and Targeted

Messaging Win You Bids, Pitches and Sales

22/11/2018

Steve Fontanot I Havas / The Blvd I Confidential & Proprietary

How Bountiful Relationships and

Targeted Messages Win You Bids,

Pitches and Sales

Steve Fontanot

Managing Director, Havas Brand Experience & The Blvd

Tuesday 20 November 2018





22/11/2018

Firstly…

Who’s this

guy?!!


Steve (Fonty) Fontanot, Managing Director

(Havas Brand Experience & The Blvd)

• Havas ANZ Village

• The Blvd

• Red Agency

• Host/Havas

Previously:

• CEO, Chieftain Communications (Creata Group)

• Executive Director, Experiential, DDB Group

• Country Head, Making Waves (Australia)

• + Ogilvy & Maverick, etc





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Fonty





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Next

minute…





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Fast forward

8 years…


The Hungriest Wins

In new business, clients want to work with

people who will go the extra mile. In every

pitch scenario the company that shows the

want the business, that they’re smart, flexible

and willing to listen wins

Know when to say no

More often than not, you'll accept every

request for information or pitch. That’s a

mistake. Knowing when to say no, is critical

Naren Sanghrajka, Managing Partner

(Host/Havas)




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• Stay true to your authenticity as a business partner.

Don’t sell yourselves short just to win a new piece of

business and don’t sacrifice what you stand for, just

to conform and win

• Get to know your client as well as you can. Ask

questions, be inquisitive and don’t be afraid to ask

something you don’t know. Never take what you

think you might know as gospel, no assumptions

• What do they struggle with? Where are they

heading? What is their overall vision and ambition?

You need to be a partner not just a service provider

•

• Be honest and transparent from the get-go. No great

relationship is sustainable without trust

Amelia Priday, Director of Business

Development (Havas Media Group)




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(40,000 across the Group)





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Brisbane

Havas

10 people

Melbourne

Havas Village

39 people

Sydney

Havas Village

380 people

Auckland

Havas

30 people

Havas Village ANZ


Great alone.

Better

together.





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Lots and lots of logos…


Listen

Too many people concentrate on what they

have to say, rather than listening to what

their intended audience is saying. Listening

enables you to react in the moment

Belief

believe in what you're presenting. If you

aren't passionate and confident about the

ideas, then you can't expect the client to

buy them

Chemistry

Your team needs to have it. It's so obvious

if you don't get on and a client is really

buying that chemistry over anything else.

Simon Porter, Managing Director

(BD)





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Getting to

know you,

getting to

know all

about you…

What are the

biggest

challenges that

you’re facing

with new

business?




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Specialism/Expertise

“Price is what you pay. Value is what you get. “

Warren Buffet

Ensure the client sees you as a subject matter

expert. What can’t your client do without?

Shape your relationship based on this as a

vision and tangible value

Don’t get caught in the Client ‘Friend Zone’.

Friends get the coffee, Experts get results.

Great relationships are important, but it’s what

they’re based on, that’s critical.

Tom Hoskins, Executive Creative Director

(BD)


Today…




22/11/2018

Today we’re

talking about

evolution, not

revolution

24

Define a common culture

& set of values




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25NO WANKERS

• If you don’t understand their business, you

can’t help their business

• Get to know the person. What keeps them

awake at night, and equally important, what

makes them excited?

• Once you have sold, shut up. (No one likes

an overseller!)

• Don’t just think about how you and your

business can help them, but who else do

you know that night be able to help them –

which is a great showcase of your network

James Wright, Global Chairman

(Havas PR)




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Tip of the day…

Consistency &

Relevance

Don’t try and

be everything

to everyone




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29

What’s your mission?

To be the world’s best company at creating meaningful connectionsbetween people and brands through creativity, mediaand innovation.

Our mission





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To be the world’s best company at creating meaningful connectionsbetween people and brands throughcreativity, mediaandinnovation.

Asking the right questions,

gathering the right data and

forming insights that lead to new

solutions.

Generating fresh ideas

and bringing them to

life through amazing

work.

Choosing the best

methods and channels to

deliver the work to the

world.

Every interaction that a brand or institution

or company has with a person should result

in a tangible, positive, difference

to the well being of that person.

Our mission


BetterTogether

How?





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• Share the journey, not just the

destination. Showcase the level of

research you conducted and what

you learnt along the way that helper

shape your proposed approach

Davitha Ghiassi, Executive Director, Social

& Integration (Red Agency)

34

The best idea rarely wins…

The best pitch wins

The victory virus

Winning is infectious! Winning

culture vs. loosing culture (&

mentality)

Attitude is important

“Arrogance cloaked in humility”

Geoffrey Cousins (ex Chairman

George Pats Advertising)




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35

A new business mentality

Set SMART Goals

(Specific, Measurable,

Achievable, Relevant)

“This is our year” or “we need

growth” or “This year we are

going to focus on new business”

vs.

“We will win $3mill in new

business by end of December,

from a mix of new clients (65%)

and existing clients (35%)”

Cast for compatibility

It’s easier for a new business prospect to

decide on the people they want to work

with over the actual services being

pitched

Demonstrate your ability to listen

You’ll receive a lot more insight,

information and gain a prospects trust in

doing so

Elizabeth English, Senior Account Director

(The Blvd/Havas Brand Experience)




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37

There are

four types of

new business

38

1. Existing Relationships

2. Prospecting

3. ’Walk-ins’

4. PR/Awards (reputation)




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The time you put in before the pitch is what wins

Building relationships prior to your big reveal can be

the difference between winning and losing. Whenever

possible try to get time with clients prior to a pitch.

Bounce ideas off them, ask questions about their

business, get them to tell you about the things they

wished they’d done or the things they have done that

make them most proud. Pitches are most often won

on the basis of people, before they are won on ideas

Edit the shit out of everything

Always. No one enjoys 1000-page PowerPoint pitch.

People will be delighted if you finish early and irritated

at your lack of discipline if you finish late. Your choice.

Imogen Hewitt, Managing Director

(Havas Media Group)

“New business is everyone's

job!”…or is it????




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Prospecting

A big error for those

looking to create

relationships…

Comparing yourself to

others around you




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What would your Prospecting

Contact List look like?




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(Queen’s Birthday)

(Valentine’s Day)

(Mardis Gras)

(Company 6th Birthday)




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49

PR (3 types)

Work

Wins

Welcomes

Prospecting Activity…

What are the non-sales reasons to

touch base with a Prospect?

• Thank you cards

• Whitepapers

• Etc

What are the things that are

happening within your organisation,

which you can share with Prospects?

(this is practically free!)

Remember: be consistent & relevant




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People

buy

people

Give without expectations




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Intent

vs.

Technique

Listen

It’ll help you to identify

and understand needs

PowerPoint isn’t

always the answer

A conversation might

makes more sense




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55

Nurturing existing relationships

Wining new business from

existing contacts

Win new business from

existing Clients

Avoiding a possible pitch for

future work (arghhh!!)

Introduce your contacts to one

another – give without the

expectation of receiving!

What’s your

style/approach/

mantra to

building

relationships?

Personal +

Professional




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Really want to

work with the

Client?

Let them know!

Also, share with

them why you

want to work with

them

A little insight

can go far…




22/11/2018

A little insight

can go far…


A little insight

can go far…




22/11/2018

Pitch

‘War Room’

That seems

like a whole

lotta dough!




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It doesn’t

always have

to be…





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66

Focus on creative

output

What are some of

the cost effective

ways, that you

can show that

you want a

Prospects

business?




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Think like your audience

Think of their objectives, pressures and what

constitutes an opportunity for them to get the

most out of their business

Category research

Do you have insights into your prospect’s

field? What are their key challenges and

opportunities?

Find their personal nuggets

LinkedIn and Twitter are key corporate social

tools. If they have said anything about their

business or personal interests, use that to

your advantage. Subtlety is key - less is

more…

Adam Freedman, Consumer Practice Head

(Red Agency)

Chemistry

Chemistry within your team is just as important as chemistry with

the prospect

Make it fun

As much as we all think we’re different, our experience, strategies

and ideas are often similar. But the way we present them can be

the differentiator

I always ask three questions:

1. Are you the market leader?

This is hugely important because it defines how many risks the

brand wants to take

2. What’s your single biggest point of difference?

Narrowing it down makes the marketing work harder, which shows

you know how the industry works

3. What research have you done on your company,

competitors and category?

This shows you want to understand the fundamentals of their

business and industry

Alex Erasmus, Head of Strategy (Red Agency)




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1. Create a Needs List

The Needs List is an evolving document which summarises the key

requirements – including what the client says and what they don’t say. We

will use it to remind ourselves what it will take to win the pitch

2. Show you're hungry

Pitches are won by the agency that wants it most. What can we do to prove

our passion and commitment to the client? We must show that the whole

agency wants to win the business, not just the pitch team

3. Prepare a Pre- and Post-Pitch Nurture Strategy

We aim to win the pitch before we walk into the room, and we need to take

every opportunity to make contact – before, after and during the pitch

Things we need to do to win


4. Actively Listen

Listening isn't passive, it's active. We must listen to the client to uncover

hidden insights, truths and requirements, which might not be in the brief.

Look at internal pressures, motives, body language – all could help to better

understand their needs

5. Feedback

Get feedback from the client, ideally in person, whether we win or lose.

Gather internal feedback – preferably before we get the pitch result

6. Commit time

And that may mean after working late or over weekends to make the best

pitch we can do.






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7. Make it fun

It's exciting, it's emotional, it's scary, it's dramatic – it's when we do some

great work, bond with our collegues, and get the biggest adrenalin rush

going. It's not for the faint-hearted!



Thanks!

Any questions?





22/11/2018

and

remember…

Evolution,

not revolution




22/11/2018


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