10 Do's and Don'ts of Creating Winning Proposals and Pitches

Once you reach a certain level in an agency or consultancy, business development becomes an important part of what you're expected to do - and do well. For the past dozen or so years I've been crafting winning proposals for everything from time-limited projects and campaigns to global, multi-market programmes of work worth many millions in agency fees. Here are some do's and don'ts I've learned along the way:

1. Don't over-do the intro about yourselves: You've been chosen to respond to a prospective client's RFP for a reason, namely that you are qualified and/or meet their selection criteria. Before the prospect reached out, they spent time looking at your agency credentials. Aside from being reassured that they've made the right choice to include you, their is little point in spending precious slides sharing every detail of your agency.
2. Don't focus on how long team members have been with the agency, unless that's relevant: How many times have you heard someone say, in a pitch, that they've "been with x agency for about two years"? The prospect doesn't care. Move on.
3. Don't turn up with an overnight bag: Nothing says "this team flew in for the pitch and you'll never see them again" more than turning up for a pitch with a trolley bag.
4. Do bring the team that will work on the account: Most of the time, it's best to leave most of the luminaries at home. Instead, find out who is reviewing the proposal or attending the pitch and match their particular interests with the team members you think will actually be involved in delivery.
5. Do try to put your proposal and/or presentation into the client's look and feel: Whilst you might not have access to, or don't wish to be restrained by the limitations of, a prospective client's template, you'll do yourself a favour by creating documentation that "feels" like it could have come from their own team. Review their brand style guide, make appropriate use of logo/colours/text, and borrow imagery from their brand media centre if you can. This will underscore your willingness and ability to work within their established frameworks.
6. Do provide detail of your workings and process: A prospective client wants to know that your team is capable of turning a limited amount of insight into a workable campaign or programme of work. If you show your process, they'll have a better understanding of what it might be like to work with you, which is a good segway to the next point...
7. Do wave a shiny object: In my experience, clients want a "shiny object" to latch on to - a creative idea, an interesting insight, a unique process - so do share your creative ideas. But it's not all about shiny objects. Most clients also need to know how you'll deliver the relatively mundane, day to day, work. Oh, and just in case you get the shiny object really really wrong, refer back to the process as it will undoubtably lead to better results once you have a greater level of insight.
8. Don't worry too much about cost: Unless a prospect provides a cost ceiling, there is really no way to be certain how much they are willing to spend. I'm a big fan of "shopping list" style costs, and always caveat that those costs are based on limited information and are negotiable. You'd be surprised how many times prospects have got back in touch after a pitch to ask what the scope might be within a defined budget of ￡$xxxxxx.
9. Do (quietly) stalk the client team on social media: I'm often amazed by how much advantage can be gained by simply researching the client team. Have your paths crossed before? Did they previously work at one of the other agencies pitching? Are they from your hometown? Any of these things can be an advantage, or disadvantage, so make sure you know them.
10. Do ask for feedback: Whether you win or not, getting feedback is really important for two reason - 1) it gives you information you can use to improve the process the next time and 2) it demonstrates that you care enough to ask. You might be surprised how many times a prospect makes a decision that, 1, 3 or 12 months later they realise wasn't a good one. At that point, they may very well come back to you, simply because you're front of mind for having asked for feedback and stayed in touch.

Business development has been one of the most exciting and rewarding aspects of my agency career - and it can be for you too. Good luck!