There’s nothing more frustrating than a bad pitch, both for the client that has to endure it, and the agency that sulks home with its tail between its legs. Everyone seems to have an opinion about the principles of pitching, and whether you love or loathe the process, it’s an inevitable part of business. So how do you make the most of the presentation, and avoid the downfalls of the dreaded pitch? Since the key to any successful relationship is compromise, we’ve put together lists of advice for both sides of the divide, advising clients and agencies on how to perfect the pitch whilst keeping the other party happy.

1. The Perfect Pitch
There’s nothing more frustrating than a bad pitch, both
for THE CLIENT that has to endure it, and THE AGENCY
that sulks home with its tail between its legs.
Whether you love or loathe the process, it’s an inevitable
part of business.
So how do you make the most of the presentation, and
avoid the downfalls of the dreaded pitch?

2. The Relationship
The key to any successful relationship is compromise.
We take into account BOTH SIDES OF THE
DIVIDE, advising clients and agencies on how to
perfect the pitching process whilst keeping the other
party happy.

3. The Client
As a client, you should…
• Narrow it down
• Don’t be stingy
• Appreciate questions
• Don’t dawdle
• Be honest. Brutally honest

4. The Client
Narrowing it down…
Agencies don’t want to be one of many. They don’t
even want to be one of several. Have a shortlist of
no more than three agencies, because any more
signals you’re probably not sure what you want. In
which case, you’re not ready to be a running a
pitch.

5. The Client
Stop with the stingy…
A pitch is only as good as the proposal. A stingy
brief equals a terrible pitch, so you should be as
detailed as possible, and dedicate more than just an
hour or so. Don’t be mean when it comes to
deadlines, either, and give them more than a week
to work on it. Otherwise it’ll be rubbish, and that’ll
be of no benefit to anyone.

6. The Client
Appreciating inquisitive minds…
Agencies ask a lot of questions. Some of them
will be ingenious, perceptive and consequential.
Others will be daft. Either way, every question
deserves an answer. If they put forward a
corker, don’t share it with other agencies to level
the playing field. People should not be punished
for their perspicacity, after all.

7. The Client
Speeding up…
Agencies don’t expect a decision to be made in
minutes, but waiting six weeks for an answer is a
bit excessive. You should aim to catch your
chosen agency at the right time, when the team
will still be geared up about the pitch. If you
dawdle, your collaboration will begin at a
lukewarm level, and lost enthusiasm is difficult to
find.

8. The Client
Being honest, even if the truth hurts…
If they’re fantastic, tell them. If there’s anything
they need to improve on, tell them. If they
suck, TELL THEM. In business, though the truth
may hurt, it is essential to future successes.
Constructive criticism helps everyone learn from
their mistakes and improve, so don’t feel bad
about telling someone they’re substandard.

9. The Agency
As an agency, you should…
• Impress throughout
• Listen and learn
• Go easy on the credentials
• Stand out from the crowd

10. The Agency
Impressing all the way through…
The final pitch is not the big show. Nowadays, the
win begins well before the pitch, so whip your new
business team into shape. Nurturing early
relationships will work in your favour when it gets
close to the end. When it comes to the pitch, get
together a diverse team of key people who will all
bring something to the table.

11. The Agency
Listening and learning…
It’s simple really: use your ears and eyes before
opening your mouth. By getting to know the client, a
successful
agency
will
understand
their
industry, their market environment, their
customers, and their competitors. One of the
biggest barriers with agencies is them actually
understanding a business, because they can’t be
bothered to learn about it.

12. The Agency
Easing up on the credentials…
Don’t bore the client with the tedious
credential slides, and avoid cringe-inducing
cred-terminology. Time is precious, so there’s
no point in spending thirty minutes relaying
what everybody already knows. A good pitch
will
cut
the
crap,
and
be
straightforward, succinct and sincere.

13. The Agency
Standing out from the crowd…
Clients want fresh ideas and new ways of doing
things. You should draw attention to your
distinctions, highlight your quirks, and make it
clear that you’re different to the rest. Think about
bringing something to the table that no other
agency can replicate, and that adds real value to
the project.