Is Your Advertising Agency Pitching Too Much? Maybe You Need To Say No!
Here is an excerpt from my book on advertising agency pitching and presenting. This tidbit emphasizes the importance of not (allow me to repeat myself) not pitching every account that whistles. You can’t afford it. It costs too much cash, time, energy, and agency staff pain (BURNOUT!). Pitching too much causes one more problem. You will reduce your business development ROI.
There is lots more in “The Levitan Pitch. Buy This Book Win More Pitches.” You can buy the paperback and eBook on -> Amazon.
Yes, No, Maybe?
Before you embark on a new pitch, you should be asking yourself one extremely important question…
Should we be pitching this account?
I know what you are thinking… Levitan’s kidding right? We’ve made it through the RFI and RFP stages, and now he wants us to ask if we should even be going to the finals.
It’s still ok to say “no”, and now is the time to take a deep breath and review a go-no-go decision. You are about to spend a great deal of time and money. Are you sure that you should go through the next step? Are your colleague’s groans getting louder? Looking in any way ambivalent about the pitch will not help your pitch team feel good about charging into it. Passionless pitches don’t win.
Pitch or not is usually one of the most difficult decisions agency management has to make. There is a good chance that you think that you’ve already answered this question if you participated in an RFP that led to your selection as a shortlist candidate. I believe that even if you’ve performed a sound decision-making process, now is the time to stop to determine if this potentially expensive pitch is worth the time, effort, and human and cash costs.
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