In any pitch, whether it’s to win a new client or retain an existing one, the quality of your agency pitch performance is key. But what many agencies overlook is the role of team chemistry in determining the success or failure of their pitches.
While we often focus on the content and creativity of a pitch, the dynamics within the team presenting can make all the difference between walking away with the win or losing out to a competitor.
Here, we’ll explore how building the right team chemistry can boost your agency pitch performance and ensure you’re delivering the best possible presentation to win new business.
Why team chemistry matters
The success of a pitch isn't just about what’s on the slides or how great the creative ideas are. It’s about how the team interacts, supports each other, and communicates under pressure.
When team members have good chemistry, they build off each other’s energy, cover each other’s blind spots, and present as a cohesive unit. The client isn’t just buying your ideas – they’re buying into your team, and they want to feel confident that the people they’re hiring can work well together.
On the other hand, poor team dynamics can derail even the best-prepared pitches. Conflicting personalities, unclear roles, or visible tensions can be distracting, leaving the client with doubts about how effectively your agency can deliver on its promises.
The ingredients of great team chemistry
So, how do you cultivate the kind of team chemistry that drives top agency pitch performance? It comes down to a few critical factors:
Clear role definition
Every team member needs to know their role and understand what they bring to the table. This clarity ensures that during the pitch, there’s no confusion or overlap.
It also prevents one person from dominating the conversation while others fade into the background. Winning pitches are delivered by teams where every member contributes meaningfully to the discussion, and clients can see how their roles align with the agency's capabilities.
Open communication
Open, honest communication is essential for strong team dynamics. Teams that communicate well are better equipped to handle challenges that arise in the lead-up to a pitch, whether it’s a last-minute change in direction or unexpected client feedback.
The best agencies foster a culture of ongoing communication, not just during the pitch process, but in everyday practice. This makes it easier to align and perform when high-pressure moments arise.
A winning culture and mindset
One of the key factors that can boost team dynamics and chemistry is fostering a team culture where every member feels valued and motivated to contribute to the win.
According to The Great Pitch Company’s bespoke training programmes, establishing a winning culture can significantly impact a team’s mindset. This means encouraging team members to take ownership of their role, stay positive, and maintain a collaborative spirit, even when challenges arise.
By creating an environment where team members believe they can win together, you’ll build trust, which will carry through in the pitch room.
Rigorous Rehearsal© and feedback
While spontaneity is valued in presentations, nothing beats the confidence that comes from well-rehearsed team members.
Rigorous Rehearsal©, a method we advocate at The Great Pitch Company, ensures that each team member knows their part inside out, allowing them to not only nail their individual sections but also anticipate each other’s cues.
Beyond rehearsing their parts, it’s crucial to practise transitions, handle potential questions, and work on non-verbal communication to create a polished delivery.
Our Pitch Bootcamp, a two-day training session, emphasizes practising under real-time conditions, allowing teams to simulate high-pressure scenarios and get live feedback. This helps identify areas for improvement, whether it’s in individual presentations or the overall team dynamic.
Mutual respect and trust
Clients can sense when there’s a lack of trust or respect within a team. If one team member tries to overshadow others or if there’s visible tension, it signals to the client that working with your agency might be difficult.
A team built on mutual respect and trust will naturally show support for each other during a pitch, creating an atmosphere of confidence and professionalism that’s hard to beat.
How chemistry impacts agency pitch performance
So, why does team chemistry have such a profound effect on agency pitch performance? It boils down to how well the team can translate their collective preparation into a live, high-pressure scenario.
Enhanced confidence
When team members trust and respect one another, they’re more confident in the room. They know they can rely on each other to pick up the conversation if needed, and that their points will be supported rather than contradicted.
This kind of confidence is contagious – if your team feels strong and assured, the client will feel more secure in your ability to deliver.
This ties into our How to win a repitch training course, where account leaders are taught to not only prepare for the pitch content but to build internal team confidence, which can increase the likelihood of retaining existing clients and growing business across disciplines.
Smooth transitions
In a pitch, how your team transitions from one speaker to the next can be as important as the content itself. Awkward or clunky transitions suggest a lack of preparation or coordination.
Strong team chemistry enables seamless handoffs between speakers, keeping the energy and momentum high throughout the presentation.
Cohesion and storytelling
One of the most powerful ways to influence winning pitches is through cohesive storytelling. A team that works well together can craft a narrative that feels unified rather than fragmented, with each person adding depth to the story rather than presenting disjointed sections.
This cohesion ensures the client follows and connects with your message from start to finish.
At The Great Pitch Company, we train teams on the art of pitch communication, ensuring that everyone is aligned on the pitch narrative. This ensures the pitch feels like a cohesive and consistent story that flows naturally.
Building chemistry before the pitch
It’s one thing to understand the importance of team chemistry; it’s another to build it effectively. Here are some ways to foster strong team dynamics before your next big pitch:
Practice together, not apart
One common mistake is for team members to work on their individual sections in isolation and only come together on the day of the pitch.
Instead, schedule joint rehearsals early in the process, allowing time for adjustments and feedback. This will help build familiarity with each other’s styles and strengths, ensuring smoother interactions when it counts.
Encourage feedback and reflection
Encourage open feedback within the team. If someone is speaking too quickly, not making enough eye contact, or needs help refining their message, it’s better to address it before the pitch rather than during.
Additionally, post-pitch reflections help teams assess what worked well and where improvements can be made for the next pitch. This reflection process is a key part of The Great Pitch Company’s “How to be the greatest new business team member course”, where feedback and individual growth plans are central to personal and team development.
Conclusion: Chemistry is important to winning pitches
When pitching for new business, it’s easy to focus solely on content and strategy, but team chemistry is the often-overlooked ingredient that can make or break your agency pitch performance.
Fostering open communication, defining roles clearly, and practising together, your team can present a united front that not only impresses clients but also wins the business.
Remember, at The Great Pitch Company, we help agencies fine-tune every aspect of their pitch, including building that all-important team dynamic.
Whether it’s through Rigorous Rehearsal© or bespoke training programmes, we ensure that your team is ready to deliver a winning pitch, every time.
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