In an iMediaConnection article, Kevin Ryan, CEO of Motivity Marketing, discusses the 10 ways an advertising agency can lose a new business pitch.
Ryan advises advertising and marketing agencies to avoid the following actions when pitching a new client:
-Ignoring the details of the RFP.
-Promising to meet unrealistic key performance indicators and unachievable objectives.
-Providing extensive spec work before signing a contract.
-Reading the slides and ignoring the managers and employees attending the presentation.
-Failing to learn about the client’s business category and the potential clients attending the pitch.
-Assuming you know the business.
-Speaking down to the pitch attendees.
-Engaging in an overzealous approach.
-Taking powerful anti-anxiety medications.
-Failing to practice the pitch.
Ryan feels that a new business pitch combines art and science. It is not simply a sales presentation.
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