Nov 17

Written by: News Account
11/17/2009 7:00 PM

In the final round of a review, agencies have a Pavlovian tendency to show excessive amounts of spec work. (It’s one of three reasons why new business presentations always run over the allotted time.)

They do this because they believe that the "best idea wins." But, because they don’t know which idea the client will think is best, they show lots and lots of ideas.

Research shows that clients select an agency because they “trust them and like them.” And that’s not about the work. It’s about the people who do the work. (If it was all about the work, then why is it that the work presented rarely ever gets executed.)

So, less is more. Increase the win rate by showing just a handful of ideas and concentrate instead on how they’re being presented. It’s the “actors” on the “stage” that they’re buying, so make the “play” great.

To find out more about how to create winning pitches attend Robb High’s New Business Boot Camp 3.0. You'll learn about that and 122 other new ideas on how to win new business even in a recession.

The next DC Boot Camp is scheduled for Tuesday, December 8.

It’s for firms of all sizes and all disciplines: advertising, interactive, public relations, promotion, media, research, direct marketing and multicultural. Attendance is limited to a maximum of 12 agencies.

In one full day you’ll learn more innovative, practical ways to improve your agency’s new business performance than from any other source anywhere. Plus, all attendees get 24/7 individualized consulting for 45 days following the workshop to work on prospecting system implementation, RFP responses, pitch preparation, web site re-vamping, incentive compensation proposals, etc.

Check out RH Boot Camp for more details or email Robb for a list of attendees and get their reviews.

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