Appointing an agency could be seen as a choice for the client. But agencies can have just as much say in the matter as their clients-to-be. But choice doesn’t appear by magic. It has to be worked on and created into being. Chris Lumsden, Partner at brand consultancy, Good talked me through how they do
I read an interesting piece this week by James Gordon-Mackintosh in PR Week sharing his experience of being ghosted by prospective clients. If you’re not familiar with the term it refers to a situation following a pitch (in this case it was an agency pitching for a project but it could apply to any situation
Disruptive ideas can unlock growth. But when an idea is presented disruptively, it can get in the way. At it’s worst, a disruptive presentation style can cause your idea to be rejected for the wrong reasons. How does this happen? When you present, what do you do that could cause this? And how can you
How you can become an impactful and effective presenter? This is something I support my clients to become, supplementing their skills and boosting their confidence when it comes to meetings, pitches, negotiations, speaking and presentations. I’m also the trainer for the IDM and The Association of Association Executives on this subject. Here is my list
Great ideas sell themselves, so the saying goes. You simply enter the pitch with your idea, gently nudge it in the back and it will start talking. But what happens when it refuses to speak? Agencies that rely on this tactic when presenting their work run a real risk that some of their best ideas
When it comes to marketing themselves to clients or the wider world, agencies are not as good at selling themselves as they are at producing the work for their clients. But they can be. By seeing their creative output as the surface and spending more time on what’s beneath, agencies can become as good at
What experience makes a client choose you? I asked a number of clients about how the agencies looking to work with them approach relationship building. If you’ve ever asked yourself, ‘How can I win work?’ the answer could be in the areas below. Demystify: The general view here was that design was complex enough. It
When you think about questions during a pitch or presentation, how do you feel? Do you secretly hope there won’t be any? Are you disappointed when there aren’t any? Do you dread them? Or do you love them? People often express concern about questions from their audience in pitches or presentations. At the same time,
How do you persuade a client to reject you as their agency? Is it difficult and how good are you at it? I spoke with a number of clients about what they look for and what turns them off. If you’ve ever wondered how to lose a pitch, the answers could be below. Mystification: Agencies
Top tips no 3: Pitching The pitch is when the relationship between agency and client starts to get serious. Ideally, you’ll have been building up to this moment over time, nurturing the relationship with conversations and contact. But the pitch takes things up to a new level. Other parties become interested and involved, perhaps people