For agency pitching, every single detail and moment counts. A compelling strategy, a well-organised team, and flawless execution are the pillars of a winning pitch. Yet, agencies often overlook one critical component: the Pitch Doctor.
A Pitch Doctor is an experienced, external expert who ensures that your pitch is not just good—but exceptional. They scrutinise every element of the presentation, offering objective insights that elevate the team’s performance. If you're serious about winning new business, a Pitch Doctor or new business coach can be your secret weapon to securing those wins.
What is a Pitch Doctor?
The role of a Pitch Doctor can vary, but their ultimate goal is the same: to fine-tune your pitch until it’s pitch-perfect. At The Great Pitch Company, we advocate for different types of Pitch Doctors, each bringing their own expertise to the table.
These specialists can come in at various stages of the pitching process, helping agencies identify weaknesses, sharpen messaging, and build confidence through rehearsal.
Whether you refer to them as a Pitch Doctor or a new business coach, their value in preparing teams for high-stakes pitches is undeniable. Let’s explore the three main types of Pitch Doctors and the unique value they bring:
Presentation Pitch Doctor: The Presentation Pitch Doctor is like a director at a play’s final dress rehearsal. Their role is to step in once your pitch is fully prepared and offer fresh, constructive feedback. They assess how your team performs, identify weak spots, and polish the overall delivery. This doctor sees the pitch from the audience’s perspective, ensuring that the presentation will resonate with the client. They’ll also help smooth out any rough edges in the narrative, making sure the flow is seamless. Benefits:
Provides an outsider’s perspective, catching flaws you may have missed.
Enhances the team's performance by boosting clarity, confidence, and engagement.
Ensures that every element of the pitch is perfectly timed and aligned with the client’s expectations.
What to avoid: The Presentation Pitch Doctor must be careful not to introduce too many last-minute changes. At this stage, the team needs refinement, not a complete overhaul. Too many adjustments can confuse the team and dilute the pitch’s impact.
Strategy Pitch Doctor: The Strategy Pitch Doctor plays a crucial role earlier in the process. Their job is to assess the core idea driving your pitch. Are you solving the right problem? Does the pitch align with the client’s needs and expectations? This type of Pitch Doctor ensures that your strategic approach is sound, guiding your team to think critically about the solutions you're presenting. They help you craft a clear, winning message. Benefits:
Ensures that the pitch is strategically focused, relevant, and differentiated.
Helps avoid the common pitfall of presenting what the agency wants to say, rather than what the client needs to hear.
Provides a roadmap to keep your team aligned with the client’s business objectives.
What to avoid: The Strategy Pitch Doctor must ensure they aren’t overly prescriptive. While they can shape the pitch’s direction, they should still give the agency team room to express their creativity and ideas. The focus is on guidance, not control.
Fundamentals pitch doctor: Though less central to this discussion, it’s worth mentioning the Fundamentals Pitch Doctor. Their role focuses on ensuring that the logistics of the pitch process run smoothly—from booking meeting rooms to ensuring all pitch materials are organised. While this is essential, the Presentation and Strategy Pitch Doctors tend to have the biggest impact on a pitch’s success.
The role of the pitch doctor in rehearsal
One of the most crucial stages of any pitch is the rehearsal, and this is where the Pitch Doctor can truly shine. At The Great Pitch Company, we emphasise Rigorous Rehearsal©—the kind of practice that brings your team’s performance from good to great. A Pitch Doctor or new business coach plays a pivotal role here, providing feedback on everything from the team’s delivery to their body language, ensuring that every detail is pitch-perfect.
Rigorous Rehearsal©: Where the magic happens
Rehearsal is often underestimated. Many agencies think it’s enough to walk through the slides the night before, but we strongly believe that rehearsing rigorously can improve your chances of winning a pitch by up to 50%.
A Pitch Doctor facilitates these rehearsals by:
Watching the team’s dynamics to ensure smooth collaboration.
Observing body language, tone, and non-verbal cues—65% of communication is non-verbal, and clients pick up on this.
Providing detailed feedback on the flow and energy of the presentation, helping you identify areas to adjust or improve.
The goal is to create a performance that feels spontaneous yet polished, and a Pitch Doctor helps you strike that balance.
Benefits of working with a Pitch Doctor or New Business Coach
Here’s why a Pitch Doctor or new business coach is an invaluable asset for your agency:
Objectivity: When you’ve been working on a pitch for weeks, it’s easy to lose perspective. A Pitch Doctor brings a fresh set of eyes and an objective viewpoint to the process.
Expertise: Pitch Doctors have been through countless pitch processes and can share insights and tips that your team might not have considered.
Confidence Boost: The more rehearsed and polished your team is, the more confident they’ll feel. Confidence is contagious and can make all the difference in winning over a client.
Error Correction: A Pitch Doctor will spot minor mistakes that could otherwise trip up your team, ensuring you avoid any embarrassing slip-ups.
Fine-tuning Non-Verbal Communication: As mentioned earlier, non-verbal communication is crucial in making a great impression. A Pitch Doctor helps teams become more aware of their non-verbal cues and body language, making them more effective communicators.
What a Pitch Doctor Should Avoid
While a Pitch Doctor’s role is to provide guidance and support, there are a few pitfalls to avoid:
Overcomplicating the process: A Pitch Doctor should simplify, not complicate. Introducing too many new ideas or last-minute changes can overwhelm the team.
Taking control: A good Pitch Doctor or new business coach offers guidance but doesn’t take over. The pitch still belongs to the agency team, and it’s essential they feel ownership of the final product.
Micromanaging: Especially during rehearsal, a Pitch Doctor must strike a balance between providing feedback and allowing the team to find their rhythm. Too much intervention can stifle creativity and spontaneity.
Final Thoughts
Incorporating a Pitch Doctor or new business coach into your pitching process is one of the smartest investments your agency can make. They bring invaluable insights, a fresh perspective, and the expertise to help your team fine-tune every aspect of the pitch. Whether through Rigorous Rehearsal© or sharpening your strategic direction, a Pitch Doctor ensures that your team is confident, prepared, and ready to win.
After all, every pitch is an opportunity not just to secure new business, but to grow your agency’s reputation and success. So, next time you’re preparing for that big pitch, consider bringing in a Pitch Doctor—they could be the difference between a good pitch and a winning one.
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