What role does confidence play in winning new business? I’m not referring to swagger or arrogance (two qualities that may do more harm than good). I’m talking about stepping into a pitch situation with the confidence of an expert.
I want to offer you a perspective on pitching that is entirely different from the way most agencies treat new business. The premise is both simple and complex and I freely admit I won’t be able to do justice to all it has to offer. But I would like to focus on one of his key messages: Alphas win.
Stories are a perfect pitching device. Yet, despite the many agencies that declare themselves “brand storytellers”, they don’t always deploy that same skill on their behalf.
They get swallowed up by their own jargon or blindly grasp for the right words to describe the intangible qualities that make them different from their peers—with the ironic result that they end up sounding exactly the same.
If this applies to you, then I want to offer you a technique to use on your next pitch.
Winning a new business pitch hinges on your ability to perform a crucial task: communicating to your prospect that your agency brings more value to the deal than your competitors. Sounds straightforward enough, so why do the majority of agencies lose more frequently than they win? Because, there’s a fundamental disconnect between how we communicate our pitch and how our audience receives it. Here are five ways you can close that gap and win more new business.