Whether you are a seasoned agency pro, or brand new to the game, pitching is the most important skill to master. It can be a challenging and nerve-wracking process, but if you follow our 9 steps to success you’ll keep calm and ensure your team has the best chance at winning the pitch!
Read the Brief
Read the brief, and then read it again! There will always be items you miss the first time, so continue to check back throughout the project to ensure you are on track. Make sure you have a full understanding of what your client wants.
Rather than showing lots of ideas, pick your best one or two and present them confidently. If you are unsure about what you’re showing, your client will pick up on that. Having passion and belief in your ideas will lead your client to believe in them too.
Understand Your Audience
Think about who you are presenting to - are they creative, sales, or finance? Make sure that you are tailoring what you are saying to each person. Cut out all design jargon, otherwise you run the risk of not speaking your audience’s language.
Decide Who Should Present
The magic number of people to include in your pitch depends on a number of factors, but what’s most important is that you include the people most qualified to talk. These will be the ones that are able to speak confidently and positively about the ideas presented.
Know What to Show
The amount of work you should include in a pitch varies for each project, but at the very minimum you should show:
- The Why - Why are we doing this?
- The Big Idea/s - What is it/are they?
- The How - How we will execute it?
- The Return - What we will achieve?
Prepare and Present
Your presentation will determine whether or not your ideas are chosen. Preparation is everything! This includes trying to predict what questions the client might ask and being prepared with answers.
Be prepared to think on your feet during the pitch. The client may change the brief or start to go in a different direction, if you can roll with it then you are more likely to succeed. In fact, you may even end up with more work!
The pitch presentation is just the start of the process. Collaborate with the client after the pitch and develop the idea together. The process will go much smoother if the client feels they have ownership and knows that their opinion is taken into account.
Learn From Your Mistakes
You may not win every time, but always try to elicit feedback for next time. There can be many reasons why you didn’t succeed, from how you presented to the costs of a project. If you don’t ask, you are more likely to make the same mistakes in future.
This post was originally published on our UK blog