WarriorBabe’s Post

COLORADO

In case you are interested

Phase two of the Little Nessy business plan is a GO! Comment “I’m interested” and I’ll send you more information.

This really made me laugh. As an agency who rarely competitively pitches - this is one of the reasons! Having been in-house for many years, I quickly learned the pitch process rarely works - you get sold an idea, an agency concept or a team you’re unlikely to see again. Go off recommendations, commission a project, do a short 2 or 3-month trial, even ask to look at current client planners and coverage grids! Get under the skin of an agency, not the snazzy pitch deck.

We all know agencies do the same thing in a different package. Why not specialize at the core of your business and unique selling point? Creativity and craft is what your agency sets your business apart. You only need to reorganize in such a way that it can flourish and let the work speak for itself. Want to know how to get shit done? Drop me a line.

So painfully right. Every agency usually has an heroic person trying to change this...who will soon be shot down by leadership based on the perceived risk of not "leveling up" in a tick-box procurement process. (I'm guilty of this) What leadership hasn't acknowledged: a) the pitch was frequently won before the RFP was ever sent out (if you are unsure it's yours to lose, then it's probably not you) b) the best way to disrupt that fixed outcome is to not blend in with the sheep; the riskiest position may actually be to avoid risk. Also, it is probably worth balancing the scales with the quality of many brand briefs that rarely mention their customers and overstate their impact on the world. They may lack orientation and a delusional request can lead to an equally delusional response. The brutal truth paves the path to great partnerships...maybe winning pitches as well. That highly sought-after pitch feedback from that "near win"? It may likely lead you to some dangerous conclusions on how to improve.

Every time you see a pitch deck from an agency with this line in it, usually at the upfront, you can be sure they are exactly like every other agency. Though even less creative.

I've sat in many agency pitches where for the first 30 minutes they talk about themselves, their team, previous clients, and awards they've won. Then WE use the 15-minute Q&A time to try and sus out if they are a good fit for our problems. Such a waste of time and resources. ⬇️ Here's how it should be done ⬇️ 1. Research your client before the pitch. 2. *If needed* start with a 5-minute "this is why we're hot" summary. 3. Lead into a Q&A section about their brand and their needs. –> Spoiler alert, if you've already done the research, you know the answers to these questions already. 4. Pitch your pre-prepared solutions to the problems that surfaced in question 3. 5. Walk away like a rockstar and a newly signed client.

Business Owner Alert - This is not just about agencies….. A lot of businesses cannot put their finger on what makes them different, especially when trying to convince prospects to become customers. Company One: “We’re professional, full of integrity and our team are amazing.” Company Two: “We’re professional, full of integrity and our team are amazing.” No-one presents themselves saying: “We’re a bunch of amateurs, have no integrity whatsoever and are team are pretty shocking really!” So find your uniqueness - your value proposition - what makes you truly different - and then tell people that when they ask. Yes, I am a business coach/consultant (the same as others) but have helped my clients generate over £100m of additional revenue for their businesses in the last seven years using effective commercial, strategic and tactical programmes and processes which have been drawn from 20+ years managing global retail and service brands…. …and I’m professional, full of integrity and work with an amazing team 😉!!

"I think you can see, we're a pretty unique agency" 😂 The engagement with Rob Mayhew's post – about agencies all sounding the same – has been incredible. It seems to have really struck a chord with people that work in or with agencies. Take a look through the comments. Two main issues keep getting mentioned which are vital to address if an agency is looking to create standout and connect with clients in the right way. Firstly, the use of generic phrases and identikit language, which may sound slick, scientific or punchy in the brainstorm, but doesn't highlight differentiation or explain the value the agency can deliver when brought up in a pitch. Secondly, the egocentric mindset existing within many agencies assumes that clients place huge importance in the agency's history, culture, roster, awards etc ahead of how they will help with the specific challenges that the client has. #AgencyBranding #BrandDevelopment #UnlockPotential