Winning new business is the lifeblood of any agency, yet developing a winning pitch takes a whole lot more than a good idea. At The Great Pitch Company, we've found that getting your pitch strategy right means optimizing every part of your process—pre-, during, and post-pitch.
With attention to the right details and an openness to trying innovative along with strategic methods, agencies can radically improve their prospects for success. So, here are seven tips to tune your pitch strategy and win new business.
1. Apply the "taxi test" to distill your message
It's easy to get bogged down in the details of a pitch, yet the most effective ones can be summarized in a single sentence—our so-called "taxi test." Consider your client leaving the pitch and taking a taxi. What is the one thing about your agency that they will recall? If you cannot respond to that in one sentence, your pitch is possibly too complex.
Distilling your message into one memorable takeaway ensures your client goes away with a clear idea of why your agency is the best fit. Less is more. This master theme needs to be threaded throughout the pitch, holding the whole thing together.
2. Make the process a winning experience
We consider the pitch to be the last performance, whereas the impression for the client is formed the very first time you get in touch with them. Our philosophy at the Great Pitch Company is to turn the pitch experience into a wonderfully choreographed experience—from your first meeting to the final presentation.
This involves examining every interaction as part of the whole. Are your meetings impeccably organized? Is the timing perfect when you present yourself? Everything must be contributing to the energy and professionalism of your agency. Top agencies ensure the whole experience is enjoyable and engaging, if not necessarily the pitch itself.
3. Balance creative storytelling and hard facts
A successful pitch is where data-driven analysis and creative storytelling meet. Clients need to be told a story that is genuine, yet want to know that your suggestions are outcome-driven.
Backing up your narrative with brief analytics and real-world numbers gives your ideas substance, proving to the client that your approach isn't just creative—it's effective. Case studies are great for this, but instead of simply touting results, show how the numbers tie back into your larger strategy.
This mix of creativity and analytics results in a solid pitch that speaks to both the heart and the head.
4. Rehearse like a stage play
As with any good performance, a successful pitch must be rehearsed. At The Great Pitch Company, we stress the importance of Rigorous Rehearsal©—not just rehearsing what you say but honing the entire performance, including delivery and answering off-the-wall questions.
Begin rehearsals early so that your team has time to polish their parts, work out any hiccups, and become comfortable. Practice until the pitch becomes second nature and almost a performance. Invite someone from outside your circle or a pitch doctor to provide feedback and areas that require a bit more polish.
5. Build chemistry: People buy people
Clients aren’t just buying an idea; they’re choosing to partner with people. That’s why team chemistry is crucial to the success or failure of a pitch. Your team must not only be able to demonstrate that they're experts, but that they also get along without any issues.
We cannot stress enough the importance of getting the right pitch team. Ensure the team you take forward has the right chemistry—clients need to be able to see that the individuals they will be working with are capable of working together.
The way your team works together during the pitch provides the client with an indication of how they will manage collaboration once the project is in progress.
6. Incorporate flexibility into your pitch process
No matter how much you prepare, circumstances can always change midway through the pitch. Clients may ask questions that make you need to change direction, or their requirements may alter during the conversation. Flexibility is one of the most important ingredients of any pitch.
Rather than adhering strictly to your script, be ready to pivot your pitch in the moment. Agencies that are able to adapt and customize their solutions in the moment are more likely to stick in the mind of a client. Pivoting indicates that your agency is not only creative but also attentive to evolving needs.
7. Sustain the momentum: Keep the energy going after the pitch
The momentum you build from your pitch should not drop off the second the meeting ends. It's just as important to continue the client's excitement and interest after the pitch as it is to the pitch itself.
Instead of a mere thank-you email, try to continue the conversation. Provide additional information, introduce new concepts, or propose a callback to flesh out some details of your proposal in more depth. By keeping this dialogue open, you are demonstrating that you're invested in the success of the client well before the deal is ever inked.
Final thoughts
Crafting your pitch strategy doesn't mean reinventing the wheel—it means making nuanced, yet impactful changes that elevate your process. Whether it's refining your message or practicing your delivery, and whether it's demonstrating team unity or being flexible in the moment, there are numerous ways to optimize your pitch.
At The Great Pitch Company, we've witnessed time and time again how a fusion of storytelling, facts, and teamwork can turn a good pitch into a great one. So, why wait? Let us show you exactly how to make winning pitches! Contact us today.
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