Pitching

I was recently asked to put down some thoughts about pitching. It has been before, and better than I could do, notably here, by Jon Steel, and here, by Mavity and Bayley. However, I thought I would post thoughts on the subject. 

1. If you have a good chance pitch it
2. If you are not suitable, or don’t want to do it, don’t pitch it
3. Small tight team
4. Team leader crucial
5. Clear the diary
6. Get info early.
7. Be obsessive about it. Know most. Learn most.
8. Build hypothesis fast.
9. Dip in an out of research during the process if you need. Best pitch based on real insight.
10. Develop a clear and simple point of view
11. Build a simple argument based around a SINGLE pivotal point. Everything should related to that.
12. Problem – solution is never a bad way to go. Definition of problem is half way to a solution
13. Don’t be scared to say what is ‘right’ as opposed to what you think client wants to hear
14. time spent approx 30% strat 30% creative 30% presentation
15. Different functions lead different parts of process but pitching is where functional divisions are at their most blurred (for the good)
16. Cut people out who don’t need to be there but use ‘outsiders’ when needed
17. Have one person own the deck. Different people can write/present different bits, but the deck should be owed by one person.
18. Have an outside POV who doesn’t know too much about there are a couple of key points in the process (with enough time for their input to be reflected upon and included)
19. Can you win the pitch without a meeting/before the meeting: relationship, showing thinking? Work?
20. Rehearse, esp the links between speakers
21. Never plan to fill the meeting timewise. Plan to go well under time. Everything takes longer than you think.
22. The pitch meeting is about theatre and simplicity
23. Don’t let ppt control you. Try to avoid it.
24. One thought per slide (audience can’t read and listen at the same time)
25. Think about audience all the time
26. You need to be tightly rehearsed but loose in presentation (if you see what I mean)
27. Winning the pitch and winning the business are two very different things