At any agency job, new business is a hot topic. Throughout the time that I have worked at CPR, I’ve had a front row seat for just how exciting (and stressful) pitching to potential clients can be. No matter what stage of the process they are in – the initial email, the pitch presentation or the follow-up – I have seen my coworkers go above and beyond to win new business. Here are a few tips I’ve picked up over the last few months to help you win over any potential clients.
Come prepared
I realize this is important for any project, but it is especially vital when pitching to new business. Even in your first correspondence with a potential client, responding to an RFP for example, it is important to show that you already have an understanding of the client’s needs. When asking questions, make sure they are insightful and will provide you with information you can’t find anywhere else to help you tailor your pitch. This also means that you have already done your research. Throughout the pitching process you should have a complete understanding of the client’s business, as well as knowledge of his/her industry and any current challenges or upcoming opportunities the business may face.
It is equally as important to be prepared for the initial meeting itself. Do multiple run-throughs of your presentation before the big day to make sure you have it nailed. Also, be sure to give yourself an extra day to gather your materials – you don’t want a freak printer malfunction to send you scrambling to the nearest Staples two hours before your meeting. Have all your handouts preprinted and arrive at the meeting on time. Coming to the meeting completely prepared will make a good first impression and help the rest of the meeting run smoothly.
Be time conscious
If there is one thing I have learned from PR it is how valuable time can be. It is important to keep your pitch concise and to the point because you want to maximize the limited amount of time you have with the potential client. Clients will appreciate your efficiency and it will help keep your presentation focused on what really matters to them. In the presentation run-throughs I’ve participated in, we were encouraged to stop the presenter to ask why they added certain information if we felt it wouldn’t be of value to the client. A well-thought-out and concise pitch will be far more memorable and will give the client a good overview of your goals.
One way to help ensure that your presentation stays on track is to have a clear agenda and objectives. Open strong with compelling reasons the client should consider your offer, outline your goals and solutions clearly, and finish by asking if they feel the solution you presented is viable. Having clear main points during your pitch will keep you from straying off topic and overloading you audience with information.
Use visuals wisely
It is important to remember that any visuals you include are there to aid your presentation, not be your presentation. If your PowerPoint slides are too text-heavy, the client will be so focused on figuring out the slide he or she will miss what you are saying. Go easy on the amount of text you use and make sure any graphs or images you use are meaningful, relevant and up to date. If the company recently switched to a new logo, you don’t want to accidentally use the old one. Initial pitch meetings with new clients are usually in person because the client wants to meet you, so any visuals you use should enhance your ideas instead of distract from your key points.
It is also important to strike a balance between the ideas you are presenting and any data you have to back it up. I have found that having data to show the outcome a new campaign could achieve has a greater impact and is easier for the client to remember after the presentation. Graphs and charts are easy to digest and can be a huge asset to any pitch as long as they support your ideas.
Follow up
Following up will ensure that your pitch is fresh in the clients mind and give them an action item to respond to. I have seen a single follow-up note go through multiple rounds of edits between three or four different people, which shows just how important follow-ups are. Send an email with a quick summary of what you discussed or, if the client mentioned a specific problem that you didn’t cover, send them a few ideas for solutions to show that you are committed to his business. Here at CPR, we often also send potential clients a copy of the book Strategic Public Relations: 10 Principles to Harness The Power of PR, written by our co-founders. I think this is a great tactic because it helps us keep in touch with our clients while providing them with further insight into how PR can add value to their company. Following up in a meaningful way will help set you apart from any competitors and show dedication to the client.
There are many other things to consider when preparing for a new business meeting, but keeping these four tips in mind is a good place to start. The most important thing is to prove to potential clients that your expertise will add value to their firm. Being knowledgeable about their industry and ensuring that you have clear and well-explained goals and objectives are the most important factors in convincing a potential client to hire your firm. While initial pitch meetings may be challenging, there is no better feeling than successfully winning a new client.