Should You Pitch That New Account? Take This Quiz First.
PETER LEVITAN
I do many things. Like: Check out my two marketing books designed to make y’all smarter and better looking… they are on Amazon. Then there is this: peterlevitanphotography.com
The Advertising Agency New Business Pitch - Go Or No Go Quiz ?
Since there are so many moving parts to making the all-important ‘Go,’ let's pitch that account decision. I developed a quick handy-dandy quiz that you and your senior team can take to help you decide if you want to spend the time and money pitching this account. The quiz will even help you think through what you must say and do to win the business.
The quiz isolates a set of decision-making criteria and employs easy math to calculate your interest in actually pitching the account. You can, of course, add or subtract criteria. The point is to use some gray matter and time to make the right call. You do not have to pitch every account that comes knocking. In fact, don’t.
Note: Since this is a strategic decision, and you really don’t want to show your staff that you are taking a quiz to make the decision, I wouldn’t put this quiz in front of the agency or the pitch team. It’s just for management. OK, maybe you could share it afterward to show that you are thinking through the Go decision-making process.
The New Business Go Quiz
Each question has three answers ranked from 0 to 3. There is also a bonus question related to incumbency. If your total score is over 10, then you have no choice but to go for it. A 4 to 9 score means you will have to use your gut and personal experience to make the decision. 3 or less, and I’d think hard about ditching the pitch and instead taking everyone in the agency out for a beer.
A note: All client, pitch, and agency motivations are different. You might want to modify this list depending on your own situation.
0 – You’ve never talked to them.
1 – The client came to you through a personal referral.
2 – You are on a first name basis with the client. Maybe you’ve worked together in the past.?
0 – Never crossed paths.
1 – You worked with someone at the client who can vouch for the quality of your agency.
2 – You previously worked directly with the client or one of their brands.?
Answer either the client or the agency search consultant questions only. (A or B, not both.)
A.? Is the person running the pitch experienced?
0 - They have never ever run a pitch before.
1 – They are acting professionally.
2 – They have run pitches before and even sound like they are using the 4A’s and ANA pitch guidelines.
B.? Is the client is using a search consultant?
0 – You don’t know the consultant.
1 – You have pitched the consultant in the past but lost.
2 – You have won business from the consultant.
0 -- No.
1 -- Yes.
2 – Yes, and we have a dedicated business development effort to add clients in this specific category.
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0 -- You have none. Um, what’s a Widget?
1 -- You have worked with a similar company or brand in the client’s category.
2 -- You are perceived as being a leading expert in the category. This is probably due to prior client experience and recognized thought leadership.
0 -- You have no clue, and the client isn’t forthcoming.
?1 - The budget seems low, but you are willing to gamble.
2 – We’re in the money!
0 – You are creative but are not known for this.
1 – Recent campaigns have gotten you some industry attention.
2 – You have shelves full of Clios and were recently named to the ADWEEK Agency of the Year Something list.
0 – Pitching hasn’t been an agency strength.
1 – You have won a third of your pitches.
2 – You are so good at pitching that you must pinch yourself.
0 – They really kick ass, have a very high pitch batting average, and you should be worried.
1 – They are very similar to you.
2 – They look weak.
And, your score is? _____.
As a reminder: If your score is over 10 then you have no choice but to go for it. 4 to 9 is where you will have to use your gut to make the decision. Less than 3? It’s Miller Time down at your local.
Just to complicate matters, are you the incumbent agency? If so, you need to think through why your beloved client has put the account up for grabs.
Here is my simple litmus test.
1. You have no clue why the client has put the account up for review.
?Um, without knowing why, I’d back way off. It has been reported that only 10% of incumbents keep their account.
2. You are the incumbent, and this is one of those pre-scheduled procurement-driven reviews. You know that the client loves you...
I’d go for it.
-> Hey, Ya'll, pass this on to your agency buddies.
And, while you are at it... buy my book: "The Levitan Pitch. Buy This Book. Win More Pitches." ?