1. Prove It – demonstrating capability, not just talking about credentials.
In the past, during hard times, an agency’s ability to demonstrate they could achieve a definitive result was the most critical criteria in a prospective clients mind.
In the past, proving the agency had achieved results through case study presentations was for the most part sufficient evidence to convince an advertiser.
No longer. A case is now seen as a “reason to listen” not to buy.
Action: Have at least 3 – 5 thought through ideas that achieve the prospective clients concept of success and present them as “potential ideas”.
2. Chemistry – leave it to the guys in the white coats.
In good times it is wise to become a student and practitioner of the art of schmooze.
Recessions have a remarkable impact on this psychology. Essentially it removes it off the top 5 reasons to hire.
In pitches this does not mean you can berate the prospect with callous and careless comments about their worthlessness and therefore why they need you.
Action: Emphasize your smarts not your likability.
3. Agency past be damned – it’s not what created you, it’s what you are today.
In bad times a prospect sees the agencies resources only through the filter of the team who will run their business.
The team is who the prospective client would be hiring – irrespective of the agency and its glorious history, global reach and umpteen offices and ownership of every proprietary tool, widget and gadget known to man.
Action: Make the teams credentials and performance more important than the agencies credentials.
4. Theater dies in a recession – it’s the survival of the smartest.
In the past, many a pitch was won on the strength of its thespian impact.
In today’s environment this is often associated with shtick, and is often seen as a distraction.
And don't let those Pitch Doctors persuade you otherwise. It's not their @#& on the line.
Action: Be thoughtfully brilliant first THEN creatively persuasive.
5. Be a wuss - Part 1:
In good times by adamantly recommending the agencies ideas you are called a leader, convincing and passionate. In bad times you are called obnoxious, self centered and arrogant.
In other words, it will almost feel like being a wuss (slang: weakling or wimp).
However, dissuade yourself and your team of this – it’s not being wussy - it's “when in Rome do as the Romans want you to do”. That’s just plain smart.
Action: Suggest, don’t dictate.
5. Be a wuss - Part 2:
In good times being seen as a visionary of things to come, is most appealing, and is regarded by many, as one of the top 5 reasons to hire an agency.
During bad times having a crystal ball into the prospects long term future and making recommendations about “where they could be in 5 years”, seems to almost fall into the category of “fool”.
Today solutions are lauded for their mmediate and short term focus. To many, tomorrow is fraught with uncertainly yet todays pain is palpable.
Action: If you do not want to solve the clients immediate problem with an immediate solution ... walk!
