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Your response to "Winning without pitching":

1. 1. At 3 Oct 2007 11:59, Philip Sheldrake wrote:

   So let me get this right... this perfect prospect knocks on your door and invites you to pitch alongside three or four others, and you say "No thanks, but we're happy to do the job if you'd just like to pick us."
   
   Share some of the golden rules Gabbi! I know your work is top stuff, so do you just let your past work speak volumes?

2. 2. At 4 Oct 2007 11:48, Gabbi Cahane wrote:

   Don't say no. Say "we'd love to work on the business, unfortunately we don't give our product away for free. If you are interested in working with us, perhaps there is some other way we can help you with your decision making process. You might suggest they invest a small percentage of the budget in a diagnostic sesssion - with a money back guarantee.
   
   Instead of pitching new ideas, use 'process driven case studies'. That way prospective clients can see that you have consistent methods that deliver consistent outcomes for clients that have been in a similar situation. many agencies talk about their 'unique three/four/five stage methodology' but many don't show that process in action. It can be quite compelling when you do.
   
   Try and derail the pitch. Get yourself concessions, they could be a fee for your time, additional information, better time slot, expenses paid, kill fee etc. If they are willing to make concessions early on then they have demonstrated a desire to work with you above others, then use this to your advantage.
   
   Position yourself as narrowly as possible so there is less competition. If you are the leading PR agency for tech companies then you are up against a whole bunch of players - if you are the leading PR agency for a specific kind of widget (and can prove it with process framed case studies) then you are more likely to be appointed without the nastiness of a pitch.
   
   Be confident, let the client know that they need you more than you need them, make them feel if they don't put you on that list they are missing out.
   
   Talk money early and often, explain clearly how their 'investment' with you will benefit them, their brand, their sales figures, their business strategy etc.
   
   If you are interested in finding out more, I'll afraid you'll have to pay...

3. 3. At 4 Oct 2007 18:22, Lisa Gardiner wrote:

   I couldn't agree more Gabbi, we make a rod for our own back as we devalue our ideas, expertise and processes by giving them away for free. We make choosing brand, design and marketing like choosing wallpaper.
   
   We all have our "unique 4/5 stage methodology" for a reason - because we all believe that we need to really get under the skin of the brief, the client and their customers (dive into their world), before we can start generating the brilliant ideas - so let's stick to our guns and use the pitch to do the unexpected and build client relationships?

4. 4. At 5 Oct 2007 11:30, Steve Baker wrote:

   I agree with most of these points - agencies do need to value their ideas better, and there is mileage in looking for agreement on certain fees early doors in a pitch. For example, providing creative in a pitch can be charged for with the promise that if selected then this will be used as the primary stage of the work for the real campaign.
   
   
   
   But a lot of the arrogance within this annoys me. Surely agencies are not that stupid to turn down work if clients want a pitch situation, without being willing to pay for ideas within the pitch? I am not aware of many clients that would be willing to pay when shotlisting 6 agencies. If you are the only one wanting money upfront, what do you think the likelihood is of you getting on the shortlist? Very slim I would say.
   
   
   
   What you are asking for here is a complete culture change, and changing 40-50 years of culture isnt easy. Effectively its like saying Sony saying, "we know what we do is the best so we dont need to advertise. If you want our stuff you will buy it." The effect on sales if they did this? Take a wild guess...
   
   
   
   If you dont buy a ticket you cant win the raffle. If you dont beleive your ideas are good enough or your portfolio doesnt stack up, dont put your hat in the ring. You cant win everything, and sometimes you have to concede that another agency was better than you. Thats what makes this industry so great; its the thrill of the chase.
   
   
   
   What would you say a successful pitch win ratio is? 3 in 10? Well, that all depends on the pitch. Name some of the weirdest reasons you have lost a pitch and you will realise that some situations mean you have no chance of winning it. The MD's son plays golf with Agency X's account director, your creative director makes a big deal about the great clothes that Company Y's female marketing director wears or that your technical director trailed mud into the companies office all over their new carpet. Sometimes things are against you.
   
   
   
   We were told a few weeks ago that we didnt win a pitch for a technical brief because another agency provided better creative. I say again, it was a technical brief. It's not always going to go your way and ultimatley if the people in charge of the pitch stray from the business reasons the pitch is taking place in the first place, your on an unlevel playing field.
   
   
   
   Dont get me wrong, if every company said they would grant £x to 6 agencies to pitch their ideas, before the campaign was assigned, I'd be all for it. But in all honesty, there is more chance of Elvis starting a worldwide tour with a dodo bird, ala Rod Hull and Emu.

5. 5. At 7 Oct 2007 20:02, Gabbi Cahane wrote:

   The thrill of the chase? What are you chasing? A client that already sees you as a 'server' taking orders and working for nothing? Not for me I'm afraid - if a client requests a free pitch then they are demonstrating bad client behaviour from the very beginning of the relationship. They clearly undervalue strong relationships built on trust, expert advice, best practice and they sorely misunderstand the agency/client dynamic.
   
   How can a potential client make a robust, rigorous and long-term decision about which agency to appoint, on the basis of a one hour chemistry meeting and a beauty parade of ideas knocked up in a couple of weeks (at most) or recycled ideas the agency has had rejected for another client? No wonder client/agency churn so regular.
   
   The point about the 3 in 10 ratio backs up my case entirely. I am well aware I can't win everything, which is why I don't go chasing lost causes. Why become financially and creatively committed to a practice where the odds on winning are so low and your relationship and reward structure places all of the power in the hands of the client? Why leave so much to chance and so little to your skills and expertise?
   
   What makes this business great for me is not the chase - it's brilliant ideas, commissioned by enlightened clients, which are outstandingly executed, by fantastic communicator’s, that speak to the audience they are intended for, deliver on the client objectives and make you and them richer - in brand, emotional and financial terms.
   
   I believe in getting to know your prospective clients over a period of time; demonstrating your expertise by your successes with existing clients; creating a dialogue with the potential customer and ensuring you are positioned very clearly in their minds, as one of the few companies that can solve their particular issues; encourage your current customers to act as advocates - if your product is good enough, they will happily speak to prospective clients and sing your praises, there’s nothing more powerful than peer-to-peer marketing after all.
   
   I just don't see what is arrogant about making a simple financial and creative choice. Do you honestly believe that your agency should pay the potential client a fee (time, hard costs, lost opps etc) to sell your product, while the client demonstrates no commitment at all? It just doesn't make any sense.
   
   If a client doesn't want to pay, they don't have to. Their choice. If I don't want to give away my product for free, I don't have to. My choice.
   
   Just because bad practice exists and has done for a lengthy period of time doesn't mean it is right. I'm glad you have joined the debate, although disappointed that you seem resigned to this practice continuing for your business. The Sony analogy you use is flawed in that I'm not suggesting you stop 'advertising' the quality of your product, just stop handing out free 50 inch plasmas in the hope that someone will buy one of your mp3 players.
   
   Free pitching will only end up the way of the dodo and Elvis if we stop offering up handfuls of free tickets to our end of the pier show.
   
   Would love to take this up 'offline' at some point if you are interested.

6. 6. At 8 Oct 2007 10:20, Steve Baker wrote:

   Its obvious that we have slightly differing views on this. Im not against what you are suggesting at all - Id love it to become the norm, I just think that the message you are giving out is that all agencies should start to behave like this which could be very damaging for some. It all depends on the client you are proposing to work with I guess. Show me one who will pay for ideas in a pitch and Ill show you a thousand who wont.
   
   
   
   With regards chasing lost causes - do you win everything you go for? No. So the ones you dont win are effectively lost causes in the very sense of the phrase. Everyone segments who they go for, but you dont win everything you go for. Thats the nature of the comms industry.
   
   
   
   I agree with the amazing thing in the industry is great ideas that are congruent with clients objectives. I think this is the reason we are all working where we are.
   
   
   
   Ultimately if you insist on being paid for a pitch, good luck to you and I hope you make it work. My point is that you are alienating yourself from some potential work; if you are happy doing that then fair play.

7. 7. At 8 Oct 2007 11:20, Gabbi Cahane wrote:

   Actually if all agencies are willing to take a stand and agree to a code of conduct (as we have to as members of the DBA) then all agencies will benefit. Client who don't paly fair will be the ones who are alienated. Our success rate in free pitches was well always above average, however there is no getting away from the fact that the practice is wrong. Since we have stopped offering up our product for nothing, our success rate and profitablity has rocketed.
   
   It's very difficult to explain the nuances of the argument for what seems like a radical departure from the norm via my limited skills with the written word. It would be great to speak to you in person and see if i can get you on board...

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