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To All Ad Agencies – a MUST READ on Pitching

Can service providers gain profitable new business without pitching?

World-renown expert Jorg Borgwardt of Relationship Audits and Management specifically sent this to Adhelper to share with you. Read more about Jorg under “Expert Contributors” and now, here’s Jorg:

High pitching costs often far exceed potential profits from a new client in year one. Today, clients ask more companies to present ideas without willingly paying fees for the efforts. What if a client could be won without pitching and pitch costs were re-invested in better quality service than what those can afford that engage in routine pitching?

Ad agencies need pitching to hook a clientA recent but not isolated case from Germany proves it’s possible.

A world leader in specialty products called for tenders when one contender suggested a pre-tender audit before deciding to accept the invitation. The audit’s objective was to clarify client intention, the judging process, criteria for choice and seeking answers to topics not covered in the brief.

Initial surprise by the prospect made way to the understanding that this audit would also benefit the client by uncovering internal divergence and helping to converge common understanding. Six board members including the owner agreed to participate in the audit; results were outstanding and the contender’s engagement was rewarded: it was chosen for a complete rebranding operation with a long-term contract.

Investing in this audit not only demonstrated the winner’s commitment but also gleaned a deep understanding of the client’s real issues so that a “Dream Team” could be put together which had all the relevant experience required by this specific client. When the results of the audit were presented to the client, the contender followed it up with its own “pitch” and was chosen on the spot.

Many thanks to Jorg Borgwardt for contributing this interesting article so pertinent to ad agencies and other service providers — we met via LinkedIn, and his advertising credentials are incredible.  He’s also generous in sharing his expertise on LinkedIn — find him in the Ad Pros group.

Please share this article with your friends and colleagues, and thanks for reading!

If you enjoyed this post, you’ll enjoy reading How, When, and Why Should You Hire an Ad Agency

 

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comments

  1. Good points made here, Jorg. Puts an added facet on the debate about paid for and unpaid for “pitches”.

    Can you clarify which party paid for the audit and who conducted it – that is, was it the “pitcher” or the “catcher” who paid and was it conducted by an independent third party?

    – Steve P.

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