|The mistake: putting all of the firm’s time and effort against the “ideas.”
MarCom firms typically believe that reviews are “best idea wins” competitions. But, if that were true, why is it that none of the spec ideas ever get produced?
Research among over 200 client marketing decision-makers clearly shows that agencies are chosen based almost entirely on “I like them and trust them” factors . . . in other words, it’s all about the people.
It’s not that ideas don’t matter, it’s just that the most important part of the pitch isn’t the ideas . . . it’s the presentation itself . . .the “show” . . .where the prospect gets to listen to and interact with the people they want to hire.
So make sure that the presentation isn’t an afterthought that gets thrown together the night before, but rather is treated like a stage production with thoughtful casting, serious scripting and plenty of rehearsal.
From Robb High’s New Business Boot Camp 3.0.