IPA4 presentation on the role of planning in winning new business.

1. Planning & New Biz Nick Emmel

2. Plan the brief This you know Plan the pitch This we’ll discuss Planners have a dual role in new business

3. Agencies are terrible at applying the same rigour to selling their own business as they do their clients’

4. Your prospective client is your target audience We need to plan for them

5. So who are they? Everyone is unique

6. There is no such thing as “another pitch”

7. The pitch comms plan 1 Getting on the pitch list 2 Credentials and chemistry 3 The briefing 4 The big pitch 5 The post-pitch analysis

8. They’re looking to cross agencies off the list

9. You are an homogenous entity to clients

10. Dave Knockles’ wisdom

12. You are crap at advertising yourself

13. Clients don’t really read your press releases They are not as interested in you as you are in each other

14. We all say the same bollocks To deliver inspiring and powerful creative communications which elevate your business to a larger audience We are a creative and strategic collective. We specialize in ideas that influence, grow, accelerate and generate their own momentum

15. We are a creative and strategic collective. We specialize in ideas that influence, grow, accelerate and generate their own momentum

16. To deliver inspiring and powerful creative communications which elevate your business to a larger audience

17. Clients don’t want different, they want better

18. Make friends with intermediaries

19. Treat chemistry meets like first dates

20. There’s nothing wrong with a bit of stalking

21. Don’t talk about yourself all the time

22. They care about their sector, not about yours

23. Don’t laugh at ALL their jokes

24. Quit talking about your ex

25. If the chemistry is that bad, don’t pitch

26. Understand the why of the brief not the what What is their real motivation?

27. Find out who’s really in charge But don’t direct everything at them

28. Pose hypotheses not questions WHO ARE YOUR COMPETITORS..? WHAT’S YOUR PERCENTAGE OF MARKET SHARE? DUH.

29. Understand but don’t underestimate the competition

30. There is being close & there is being too close

31. Pace yourself through the pitch

32. Do you really need to repeat the obvious?

33. Being right isn’t the same as being irresistible Would you pass the 4 hour train journey test?

34. Bribes undervalue your strategy

35. Understand and adopt to their culture

36. Beware of theatre

37. How long does it really need to be?

38. Be rapid in your response

39. Sometimes its just not your day

40. Be a planner and find out WHY you lost or won

41. Plan for New Business Its not just about the brief You’re not as interesting as you think you are Clients want better not different Treat it like dating not selling If it doesn’t feel right, don’t do it Don’t kid yourself, winning is everything