Last week was bookended by big all-or-nothing pitches in Frankfurt and London. Below are seven points worth having in mind if you’re preparing a big bid.
Monday was getting a multinational group in Germany in-the-room-ready for a pitch to a global leviathan, having worked the previous week on the Zoom creating their story and strategy.
Thursday Sharon McLellan, Lynn Ann Thomson and l had cocktails in Smithfield at 4pm, after pitching Rainmaker to a rapidly growing financial services business.
- Start with your line, being creative and geting the big themes sorted. That means divergent thinking, putting yourself in the client’s shoes and knowing how brave you need to be (are you favourites or outsiders?).
- Slides get in the way of the story and strategy if they’re prepared too early. At best you’ll have trouble getting rid, at worst they’ll stay in (l got the client down from 24 to 9; KWC Global had none as we have WONDERWALL***).
- Resist facile or flip ideas in the final prep. These gimmicks often come from desperation or nerves and are usually designed to be funny (they won’t be).
- Preparation, preparation, preparation. In both pitches there were surprises- no flipchart in our room and a surprisingly informal environment in my client’s. The wheels can come off if you’re winging it, or of you are too nice to address weak spots in the run up (both pitches were properly rehearsed).
- Questions are never as bad as you fear, but know the seven you don’t want to be asked and have good answers. Our first one was “why do you think we should appoint you?” (I mean, come on).
- As ever, the start and end are crucial: work on them. Imagine what you’d like to have said if the fire alarm took you out after 3 minutes. And if you’re saying “we” more than “you” in your opening, change it (it’s not about you).
- Have three themes, or maximum five. Remember the client hears it once, while you’ve been talking in the shower for a week. Make sure it’s immediately understandable (clarity, focus, power).
***the founder asked if WONDERWALL meant there would be a song, so I opened with a few lines.
After all, it’s our WONDERWALL.