presentation

Chemistry Wins Ad Agency Pitches

Peter · October 15, 2014 · Leave a Comment

Here is an excerpt from a chapter on the importance of interpersonal chemistry in winning new business from my book on pitching, “The Levitan Pitch. Buy This Book Win More Pitches.”

Interpersonal Chemistry Wins Pitches

By now, you’ve seen that there are many ways that an ad agency can win or lose a pitch.

However, there seems to be one aspect of pitching that keeps coming up over and over and rises to the top of almost everyone’s list (especially within the advertising agency search consultant world). That is the idea that agencies ultimately win or lose based on interpersonal chemistry and corporate culture alignment.

My fear with the chemistry thing is that it can appear to be something that just is vs. something that can be managed and created. There is a school of thought that says that you either gel with the prospect, or you don’t. Sorry Ms. Agency Business Development Director, it’s all about a chemical reaction, and that’s why it is called chemistry.

Yikes.

After weeks preparing preparing a smart, tight presentation, are we ultimately at the mercy and vagaries of some mysterious and unmanageable human thing? Pheromones, anyone? [Read more…] about Chemistry Wins Ad Agency Pitches

12 Stupid Advertising Agency Presentation Mistakes

Peter · September 29, 2014 · Leave a Comment

These cartoons from my new book on how to run a winning new business pitch, The Levitan Pitch. Buy This Book. Win More Pitches. illustrate how to blow a presentation and LOSE a pitch.

Sorry, but I just had to express my findings this way. The bad way. But,it is a good way to help all of us kinda wake up and stop making simple pitch mistakes. And, I am talking about small to huge agencies based on the stories and insights of my book’s 30 expert contributors that include 13 leading agency search consultants than have sat through thousands of pitches.

You’ll know what I mean when you hear some of the pitch stories in the book.

Yes, you can buy the poster in different sizes.

Does You Agency Ask For The Order?

Peter · May 14, 2014 · 1 Comment

I had an advertising exec friend read the manuscript of my new book on pitching* — its still being edited. She mentioned that I should add that advertising agencies should ASK for the deal when they are closing their presentation.

Ask For The Order

You know, ask for the order. I know that most agencies do not. Interesting, right?

Think about it… they responded to an RFI / then an RFP and then worked their tail off creating a super fine presentation. They delivered their best, smiled and walked out of the room without asking for the account. Most of the time, an agency thinks that their effort alone is serious proof that they want the business. Well, they are right. Any savvy client would realize that the agency is serious.

But, why not add a bit of passion to the end and politely ask for the the account? Or, as Zig Ziglar, one of the leading sales gurus says… A.A.F.T.O. Always ask for the order.

Need more sales inspiration? Here is a SlideShare presentation by Viru Nigam, an MBA student that I bet has spent more time on Ziglar’s sales techniques than most of us smart, cool agency folk. Take a look. Oh, slide 9 is all A.A.F.T.O.

[slideshare id=33435810&doc=theartofselling-140412001838-phpapp02]

*Oh, my book’s title:

The Levitan Pitch. Buy This Book. Win More Pitches.

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Presentation Toolkit Must Have

Peter · April 21, 2014 · Leave a Comment

Here is an oh so simple presentation tool that will cost you all of $30 or less. Keep this with your laptop to projector cable in a handy presentation toolkit and don’t leave home without either of these.

If you are going to present off of a laptop and don’t want to be tethered to the machine – you know, having to walk back to or reach across the table to advance the slides or play the video – then get yourself a wireless remote clicker thing. You will look way smoother.

Sounds obvious? Then cool. You have one? Even cooler. Now, all you have to do is to remember to bring it to the presentation.

Advertising Pitch Book Update

Peter · March 18, 2014 · Leave a Comment

I hit 41,000 words this weekend. That’s 41,000 words on how advertising, digital, design and PR agencies can better manage the process they employ to build new business winning presentations. 41,000 means I am getting close to finishing the book.

Why am I repeating myself? Good question. Here is a short segment from the book on the art of repetition.

Think Flow.

“We can learn a lot from Nancy Duarte’s sparklines analysis of Steve Jobs. However, I suspect that you might be thinking that channeling a new Apple product launch with the dramatic reveal of the first iPhone might not directly relate to an agency pitch about advertising the essence of Widgets. An advertising agency new business pitch most likely does not have an earth-moving climax. But, lets get past that. For another path to channel, consider Aristotle.

Aristotle, apparently one of the earlier presentation coaches, is credited with developing the three act structure and advising people to, “Tell them what you are going to tell them, tell them, then tell them what you told them.”

Tell them what you are going to tell them. Tell them what you want to say and what they want to hear form you. This will set up your major points and will let the client know that you have your act together.

Tell them. In this section you’ll tell them that you understand their needs, that you have the experience to meet these needs and that you have proof that you can deliver. Think of this as the content section.

Tell them what you told them. I consider this the support section. You will reiterate your major points, support these points with clear rationale and you will nail your pitch with conviction and enthusiasm.”

Experts.

The book includes interviews with experts from the world of agency search consultants, major advertiser organizations, procurement specialists, IP lawyers and the world’s smartest presentation consultant and author. What is a word they all use to describe what it takes to win the heart and mind of a new client?

Chemistry.

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