I was in a pitch recently, it went well.
Some of that was the thinking, the work and the things you might expect.
Most of it was down to the conversation.
From the first minute, the meeting was a conversation punctuated by conversation starters, also known as 'slides'.
Chemistry magically emerged from positive friction.
Now, we've all been in those odd meetings when no one says a word and you almost feel as if you're talking to yourself.
In rare cases, that's the way it is, in others, to get people to talk you only need to give them something to talk about and the room to do it.
Plan for a series of conversations rather than a monologue.
There are very good reasons to discuss rather than dictate.
I don't know if you've been pitched to, but I can tell you it's intimidating.
A team throwing their best work at you, usually with lots of key points to think about.
It can be hard to take in and too much to respond to in one go.
Yet everyone needs to give some sort of feedback.
On something new, that they haven't got their head around yet.
Which means thoughts will be half formed and not well thought out.
(which is why you should always try and speak last in a creative review, give yourself time to work out what you think).
But as soon as they have to comment, they won't devoid from that point in order to save face.
Better to take them on journey, building together.
Which brings me to the other point - The Ikea Effect.
Conversation makes them feel they are part of making the solution.
And we all love things we've built ourselves.
Agencies are supposed to be the fun bit, so make it fun.
It means you have to think on your feet, which in turn means being uber prepared.
But it also means looking for connection and agreement.
Rather than bending people to your will.
I won't lie, in the meeting I'm talking about, right at the start, there was a wobble when the client wasn't going to align with our main points.
But there was a turning point when we reframed our direction to align with their thinking and thanked them for the input.
So yes, discuss, don't dictate.
Just be clear on the key things that really matter.
In a pitch, clients need to know they can work with you, not just if you're any good.
And no one likes likes working with a smart arse.
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