Pitching Dynamics

8/8/2019 Pitching Dynamics

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SUBMITTED BY:-

SECTION A GROUP NO. 5

ABHISHEK JAIN 2009003

ANIRUDH SHARMA 2009005 ANKITA MITTAL 2009006

A.SRAVANI NIHARIKA 2009016

ADITI GUPTA 2009018

PITCHING DYNAMICS

|ITS YOU THEY BUY


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OBJECTIVES

Identify the key elements of successful pitching

Explore the journey from planning and preparation

Embodying message in behaviour

Identifying your unique 'pitching' style

Plan of action for future Pitch.


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INTRODUCTION

Pitching is a presentation to a prospect to solicit an orderor new business

When pitching for business, we buy people first; when

we've bought the person we're almost guaranteed to buy theproduct.

Getting new business is not about learning hard sellingskills; rather its to define your unique and effective pitching

style.


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WHY PITCHING

Why should a potential client pick you and your company to workwith them as opposed to another contender?

You absolutely have to be brilliant first time round if you want tohave any chance of creating a good working relationship with your

potential clients.

When it comes to getting yourself in front of potential new clientsand 'Strutting your Stuff' you really don't get a second chance tomake a good first impression.


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COMMUNICATION SKILLS REQUIRED TOIMPROVE ON PITCHING SUCCESS RATE

Questioning, Listening and Responding skills

Relationship buildingDelivering clear messages

Adapting individual communication styles

Self-awareness

Raising personal profileGetting buy-in

Persuasion and confidence building

Probing

Information delivery

Versatility in selling


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PITCHING STYLE

Identifying your unique pitching style is the key to aperfect pitch.

Further improvisation is then possible.


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WHAT INFLUENCE PITCHING?

Knowing your weaknesses and working on them

Enjoying the pitching process

Having an idea of the big picture

Knowing the ethos of the company or person

Dealing with disagreement

Agreeing in the yes-but style


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Customer is always right

Valuing relationships over winning

Modifying body language and modulating tone inaccordance with the situation

Soft probing

Avoid making assumptions


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ROLE OF EMPATHY

Relates to putting in time and effort to understandyour customers

Helps to establish common ground between people

Look for other things you can give the client thatmay not be product related.

Ways to empathize

Deliberately using I, you, we statementsSelf-disclosure

Demonstrating knowledge of their business

Compliments

Using their name

Using their jargon and abbreviations


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PRE PITCH PLANNING

Basis for pre-pitching are fact finding andquestioning

Pre pitch call scenarios which include gathering

information instils confidence in the seller.

Avoid terse situations, like the Spanish Inquisition.

Use open questions, if possible

Use of soft probing


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NON-LINEAR PITCH

Be prepared for any question that can be raised atany point of time

Why do they want me at this meeting?

Why do I want to be at this meeting?

What is the setAgenda?

Is there any subtext or hidden agenda?

What is my bottom line position?

What do I really want out of the meeting?

What am I willing to give away?

What are my best skills?

What aces do I have up my sleeve?


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PITCHING OF A B-PLAN TO TiE

What is TiE?The Indus Entrepreneurs (TiE) is the world's largest non-profitorganization promoting Entrepreneurship. The organization hascollaboration with IMT, Nagpur.

IMT Nagpur Initiative

Kushagra - The Entrepreneurial cell of IMT, Nagpur is the drivingforce behind the inauguration incubation centre at the campus, for

which TiE, Nagpur team along with their head Mr. Mangesh Joshihas joined hands.


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They look for the young entrepreneurs, who has great feasiblebusiness plans and all set to launch their venture. If they like the ideathey invest, sponsor and help them to establish the same.

In a B-School like IMT, there are over 600 students, and many havetheir B-Plans and looking for someone to invest. Every B-Plan isunique in its own way. But question arises why TiE will choose your B-Plan over others.

Here we will discuss basic steps of pre pitch, pitch and post pitch


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STEPS INVOLVED ARE-

STEP 1:Come up with a relevant B-Plan. Researching past issues and

familiarizing yourself with the content and tone of the B-plan willhelp you generate ideas that will be appropriate for the market

you want to enter in.

It's important to tailor the subject as well as the tone of your B-Plan to fit with the overall "voice" of the market.

STEP 2:

Contact TiE and ask for their guidelines. Make sure to followthese guidelines as closely as possible in order to improve yourchances of having your B-Plan selected.


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Continued.

STEP 3

Once you have your idea, get started with working andstructuring on it and make sure to adhere strictly to the TiEsGuidelines.

STEP 4

Have a peer or mentor review your work. A second opinion ishelpful and he can help you spot your mistakes beforesubmitting it to TiE.

STEP 5

Perfectly pitch for your Plan with all the ingredients ofPitching explained above.

STEP 6

Follow up about a week later with a phone call.


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CASE OF EASY JET AIRLINE


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BRIEF OVERVIEW

EasyJet, a London based airline, is proud of being inexpensive.But some people in the advertising industry wonder if in one caseit wasn't just plain cheap.

Last year, the airline decided that its advertising could do withan upgrade. It asked a handful of agencies to pitch for its account.

After several months in which the agencies met with EasyJetexecutives and presented their credentials, the airline narrowed

its list to two finalists, Saatchi & Saatchi and Ogilvy & Mather.


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In January, EasyJet changed its mind and restarted the pitchprocess.

While there is generally nothing legally stopping anadvertiser from cancelling a pitch, EasyJet's behaviour wasconsidered bad form in the advertising industry.

Agencies complained that ideas presented duringunsuccessful pitches sometimes work their way intoadvertising with no compensation.

EasyJet said that it wasn't being cheap and that its pitchprocess would continue with a new focus.


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ANALYSIS

Scrutiny of the pitch process is increasing as the stakes rise foragencies and their potential clients alike.

Given that a big pitch can cost several hundred thousand dollars or morto produce and that a multinational ad agency may be involved i

dozens of pitches at any one time, the cost of trolling for new businecan be substantial.

Meanwhile, more advertisers are consolidating their accounts regionallor globally, rather than working with a collection of different agencies ieach local market.


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Foradvertisers, too, the pitch process has risen in importance.

As advertising spreads into the digital realm - inundating the Internet andpopping up on mobile phones - it has gained in complexity.

Some clients come in and know what kind of agency they want, andothers have no idea at all," said Martin Jones, advertising director at AARGroup, a London-based firm that tries to match up agencies andadvertisers.

So-called pitch consultants like AAR have taken on an increasingly prominent role in markets like the United States and Britain in recentyears.

Ten years ago, the use of a pitch consultant was relatively rare; now,Jonessaid, close to half of all pitches involve AAR or one of a handful of

competitors


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The power over the pitch process that these matchmakers canwield annoys some ad executives. In order to play, ad agencies orclients or both, in some cases have to pay fees to the consultants.

For EasyJet, a spokesman said the company had "repositioned" itsapproach. After the appointment of a new commercial director,Saad Hammad, in November, it has invited a variety of localagencies to join the process.

EasyJet said agencies that had pitched for the work the first timearound would be welcome to do so again. Not surprisingly, someof those agencies, including Saatchi & Saatchi, have said, "Thanks,but no thanks."


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METHODOLOGYMr. Jayesh Walia, a successful pitching consultant based inDelhi runs his institute who helps people with the PitchingDynamics.

We asked him some questions such as

How do you help people in establishing their unique Pitching Style?

How important is establishing Empathy with ProspectiveClients and

how do you train people with this?How do you help people in seeing the Pitch through the Clients Eyes?

Is Fact-finding and questioning included in your course?

How do you help with making a Perfect Pitch?

How do you help with planning of action for future Pitches?


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Continued.

Mr.Paras Malhotra is an advertising expert in Mumbai. We asked himsome questions regarding pitching such as

How do you implement pitching in establishing and enhancingyour business?

Did the pitches tend to stay on target, and tend to be what youwere looking for?

Did you accept a majority of the pitches?

Did the pitches tend to stay on target, and tend to be what youwere looking for?

Do you have any pitch pet peeves in general?


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Pitching Dynamics

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