The first rule of Pitch Club is that you most definitely DO want potential clients to talk about your presentation afterwards. And they’re more likely to do so if they can actually remember what you said. We’ve all been there. You attend a presentation. Someone who didn’t attend asks you …
I’m in two minds about this old giving-clients-what-they-need-not-what-they-want adage. On the one hand it appeals to the image we agency types like to project of being top-table, C-Suite, trusted adviser consultant types. On the other I shy away from the intellectual arrogance that it implies. I suspect that many clients …
Three little words. Not those three little words. These three little words. “You’re the experts.” When a client says these words and means them, they might as well have said “I love you”. They might as well have said “I love you” because “you’re the experts” has a powerful emotive …
Nobody likes being sold to. Being sold to reduces that chances that you’ll actually buy. So creative teams that urge account people to “sell” their ideas are misguided as well as patronising. When it comes to helping great work see the light of day, the role of smart account management …
In the name of “doing the right thing” many clients run their pitch processes on a “level playing field” basis. It is good that they care about doing right by the pitching agencies – many don’t – but that care is misdirected. A level playing field approach means that all …