Planning & New BizNick Emmel

Plan the briefThis you know

Plan the pitchThis we’ll discuss

Planners have a dual role in new business

Agencies are terrible at applying the same rigour to

selling their own business as they do their clients’

Your prospective client is your target audience

We need to plan for them

So who are they?

Everyone is unique

There is no such thing as

“another pitch”

The pitch comms plan

1 Getting on the pitch list

2 Credentials and chemistry

3 The briefing

4 The big pitch

5 The post-pitch analysis

They’re looking to cross agencies off the list

You are an homogenous entity to clients

Dave Knockles’ wisdom

You are crap at advertising yourself

Clients don’t really read your press releases

They are not as interested

in you as you are in each other

We all say the same bollocks

To deliver inspiring and powerful

creative communications

which elevate your business to a larger

audience

We are a creative and strategic collective. We

specialize in ideas that influence, grow,

accelerate and generate their own

momentum

We are a creative and strategic collective.

We specialize in ideas that influence, grow,

accelerate and generate their own

momentum

To deliver inspiring and powerful

creative communications

which elevate your business to a larger

audience

Clients don’t want different, they want better

Make friends with intermediaries

Treat chemistry meets like

first dates

There’s nothing wrong with a bit of stalking

Don’t talk about yourself all the time

They care about their

sector, not about yours

Don’t laugh at ALL their jokes

Quit talking about your ex

If the chemistry is that bad, don’t pitch

Understand the why of the brief not the what

What is their real motivation?

Find out who’s really in charge

But don’t direct everything at them

Pose hypotheses not questions

WHO ARE YOUR COMPETITORS..?

WHAT’S YOUR PERCENTAGE OF MARKET SHARE?

DUH.

Understand but don’t underestimate the competition

There is being close & there is being too close

Pace yourself through the pitch

Do you really need

to repeat the obvious?

Being right isn’t the same as being irresistible

Would you pass the 4

hour train journey test?

Bribes undervalue your strategy

Understand and adopt to

their culture

Beware of theatre

How long does it really need to be?

Be rapid in your response

Sometimes its just not your day

Be a planner and find out WHY you

lost or won

Plan for New Business

Its not just about the brief

You’re not as interesting as you think you are

Clients want better not different

Treat it like dating not selling

If it doesn’t feel right, don’t do it

Don’t kid yourself, winning is everything