Agency New Business: Put On That Damn Sales Hat (Chapter 14-Your Pitch Team Missing Their Passion?)
This is Part 14 of a 17 chapter eBook, “Agency New Business: Put On That Damn Sales Hat,” which you can download at no cost here.
The eBook covers everything from pre-prospecting preparation to working opportunities to close.
The majority of the eBook focuses on elements that agencies either often overlook, are too busy to consider, or are simply too lazy to pursue.
The agency landscape is changing rapidly and daily, not only for agencies, but for clients: doing things the same way won’t cut it.
We released “Put On That Damn Sales Hat” as an overall agency new business primer for marketing services firms, so they can put on their sales hat with purpose and confidence.
Chapter 14: Your Pitch Team Missing Their Passion?
Clients want agencies that are as passionate and energetic about their business as they are.
It builds confidence.
It makes them feel good about the decision to have brought you into a pitch.
When marketers review agencies and all is equal, who are they going to choose?
The agency that brings enthusiasm and energy or the thoughtful, mellow firm?
I suspect it’s the agency that shares the passion (unless they are of course, a very boring, mellow client…then they might select the quite, mellow firm).
The other thing to consider too…if you believe in what you’re selling the client, your enthusiasm and passion will naturally show through.
Harder to show your passion if you’re falling in line with the client because it’s what you think they’ll like .
The more you believe in what you’re selling, the more confident you’ll be and that breeds enthusiasm among your team and your clients.
So here’s a thought…if you haven’t been winning pitches: Take a look in the mirror and think about your pitch team.
Is everyone bringing the same level of energy?
Are you trying to force too many people into the presentation?
Is there a weak link?
As an example, if your creative guy lacks the chutzpah and it’s a problem during presentations, don’t let him present and find someone in his/her department that can bring the work to life.
We have a client who faced this very situation.
New creative guy…did fantastic work…but was more of the mellow, thoughtful type, not the high energy type.
Since switching creative directors, their win rate fell…so they made the change and their successes improved.
Make sure everyone in your pitch team carries the same character, enthusiasm and equity into the presentation.
You want the entire team to look like one solid unit…because ultimately that’s a reflection on how you’ll work with the client – at least in their eyes.
Bottom line is: Remember that energy and passion breeds confidence.
You have it, they want it.
You lack it, you’ll lose it.
Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.
