Der perfekte Pitch
Das Netmag aus England hat einen lesenwerten Artikel zum Thema “Making the perfect pitch” veröffentlicht. — Vorher sollte man jedoch unbedingt das Satirestück “Können Sie auch Altweiss” von Paul Apostolou lesen.
Für Schnellleser hier die Top 10 Tipps des Netmag Artikels.
1 Find out if the pitch is real. Sometimes agencies are invited simply to make up numbers, so it’s important to work out if the client’s decision has already been made.
2 Uncover the two fundamentals of delivering projects: timescale and budget. If necessary, explain how long projects usually take, and help adjust the client’s deadline appropriately. If the client won’t tell you the budget directly, explain the kind of services you’re likely to provide and suggest a ballpark range. If you won’t be able to deliver on time or to budget, don’t spend time pitching.
3 Do your research. You need to have a sound understanding of the client’s business objectives and what problems they’re trying to solve. You need to gather enough information and insight in order to develop a strategy and design.
4 Build up a relationship beforehand. Talk to the client before writing your proposal or turning up at the pitch. Try to get someone on your side by discussing the project and listening to what they have to say.
5 Go into the pitch positively, wanting the job and wanting to show you’re the best. It’s easier said than done, but don’t come across as nervous. It’s an especially bad signal to send as it indicates that you are either dishonest or inexperienced.
6 Think about what you wear. Clients will expect you to be professional, and to show some courtesy and respect. But remember that you’re still a creative agency, so be true to who you are.
7 A client may well need to sit through four or five pitches in one day, so bringing your recommendations to life is key. Encourage questions throughout, and ask if you are making sense. This can encourage questions if you’re not getting any wider client base.
8 Read your audience. If a point you raise causes two people to nod at each other, follow up on that point: don’t just keep grinding through your keynote presentation.
9 Create a rapport with the client. Ninety-nine times out of a hundred, they won’t hire you if they don’t think they can work with you, so work the room one by one to get each person on side. Aim to be helpful, listen and ask questions. Be enthusiastic, likeable and interested. It’s all about having empathy with the client’s requirements/problems, wowing them and getting them to trust you.
10 Remember that clients are people with the same emotional needs as the rest of us. Persuade them that you’re going to make them – the individuals in that room – look good and that you’re going to add that little bit of magic.
Tags: Paul Apostolou, Pitch