Summary:

Only one in four new business pitches wins. What factors will make your new business presentations beat the average? This seminar uses the presenter’s experience of working with both agencies and clients to pinpoint the elements which will make your pitch stand out, create an emotional impact and achieve memorability (most don’t). The seminar is designed for pitch leaders. How will you decide who to involve? Should junior people play a prominent role? Should you develop an agency ‘playbook’? How will you use visual aids and props? You can win or lose the pitch at all five stages of the sales process. This seminar offers A to Z recommendations on setting a pitching strategy, winning a competitive advantage at all five stages, and landing the business.

Event Overview

This PRCA webinar examines what actually happens in the sales process – from the client’s point of view. Every PR contract is the result of someone deciding to go with one consultancy rather than three or four others – who most likely all have the experience, competence and ideas to do an equally good job. But the client has to pick one.

The idea behind this approach to new business pitching is to make it virtually impossible for the client to choose anyone else. It is based on the concept of ‘earning the right to the sale’. The client is faced with a tricky problem: how to make the right choice when he or she has insufficient information to work with. Some clients are well-versed in PR and know the consultancy sector well; most are not, and don’t. This course suggests a technique which will maximise your chances of being chosen on the day.

How attendees will benefit
Attendees learn how to sharpen up their pitching skills; how to align their proposals with the client’s real objectives; how to make their pitches gripping and memorable; and how to manage various kinds of client behaviour during the presentation. The outcome: attendees will increase their win-rate.

Who should attend
This course is aimed at senior level and all those who would like to learn about pitching to win new business or to refresh and develop further their skills in this area.

What attendees will learn
Getting on the long-list: profile, cold-calls, new-business agencies
Understanding procurement and establishing good business relationships
Qualifying the opportunity: should we pitch?
Before the pitch – winning without pitching