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Pitching and Qualification

9fe3b22a5db3a479e564bf45f082167f?s=47 Rene Morency
December 05, 2012

Pitching and Qualification

We're often asked by our own designers and developers: ‘what happens in the pitch process?’ and that's a good question.

Knowing what and why decisions are made before, during and after a pitch process is something that can benefit an agency’s operation. The more everyone in the agency knows about the decisions that are made, the better the agency runs: knowledge is a valuable asset.

This presentation aims to answer some of the questions we ask ourselves and cast light as to why (or why not) we may decide to pitch for a project.

9fe3b22a5db3a479e564bf45f082167f?s=128

Rene Morency

December 05, 2012
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  1. None
  2. Pitching & Qualification

  3. What’s the Pitch Process

  4. Does everyone know what pitching is? In a nut shell…

    1. Receive brief and qualify 2. Internal meeting, research & concept creation 3. Craft the pitch and proposal document 4. Choose team to present present Does everyone know what pitching is? 5. Present pitch
  5. Before you start

  6. First, ask yourself… Does  the  brief  fit  with  our  

    Strategic  objec4ves?   Will  it  help  us  get  to  where  we  want  to  be?   Remember  your  mountain,  what’s   your  vision  for  the  future  
  7. The Pitching rules

  8. When not to pitch If the brief doesn’t fit with

    your specialty Eg.  Will  pitching  for  an  ad   campaign  benefit  you  or   the  client?  
  9. When the client won’t meet you face to face Business

     is  built  on   rela@onships,  get  a   feeling  for  their  needs   When not to pitch
  10. If  you’re  too  busy  and  don’t  have   the  resource

     available     (always  aim  to  put  in  100%)   When not to pitch
  11. If  you  don’t  fit  into  their  criteria      

    (eg.  An  integrated  agency  required)     When not to pitch
  12. If  the  budget  is  undisclosed   It  could  be  £1

     or  £100,000   When not to pitch
  13. If  you  don’t  understand  the   Need  behind  the  project

      If  it  ain’t  broke  .  .  .   When not to pitch
  14. If  you  don’t  know  the  basis  for   selec4on,  is

     it  cost,  quality,   technology?   When not to pitch
  15. If  their  expecta4ons  are   unaDainable/unrealis4c   Example:  re-­‐build  ebay

      When not to pitch
  16. How  much  will  it  cost  us  to  pitch    

    (ie:  does  the  risk  jus4fy   the  reward?)     Average  cost  per  pitch?   When not to pitch
  17. Only  go  for  projects  you  know  you   stand  a

     very  good  chance  of  winning   And  lastly.  .  .   When not to pitch
  18. Before A pitch

  19. Before a pitch Research!  Research!  Research!  

  20. Before a pitch What’s  the  company  background,   are  they

     who  they  say  they  are   Check  background  info    
  21. Before a pitch Find out who you’re pitching to (ie:

    Finance director or marketing director) It’s best to prepare yourself for specific questions
  22. Before a pitch How  long  have  they  been  with  the

      company/who  have  they  worked   with  before?   Each and every person have their own objectives
  23. Before a pitch Who  else  is  pitching?     What

     are  their  strengths  and  weaknesses?  
  24. Before a pitch What  does  the  pitch   criteria  consist

     of?     why  were  we  asked  to  pitch?  
  25. Before a pitch Most  importantly  keep  in  touch  with  

    everyone  .  .  .  Become  friends!     You  never  know  where  their  next  job   will  be  -­‐  and  what  doors  could  open  
  26. Fine tuning the pitch

  27. Who do they want to see? Creative / technical team

  28. What’s important to them? Visuals, team structure, financial stability

  29. The proposal, who’s best to present it?

  30. The value of Your knowledge

  31. Listen to what they want - But explain what they

    need
  32. We’re the experts, share your insider info! The  next  big

     thing  is…                     Example:  hSp://@ny.cc/qv3unw  
  33. We’re the experts, share your insider info! Example:  Flash  is

     on  it’s  way  out   Example:  hSp://@ny.cc/sy3unw  
  34. Don’t just present, Put on A show!

  35. Presenting a pitch People buy into knowledge (get the right

    people involved on the pitch) Example:  hSp://@ny.cc/kk4unw  
  36. Presenting a pitch Show your credibility and examples of similar

    projects
  37. Presenting a pitch Try to proactively deal with objection and

    weaknesses (ie: responsive Vs web app) See:  http://tiny.cc/htymmw  
  38. Presenting a pitch Confidence  is  assurance! Explain how to maximise

    ROI, scalability and support
  39. Presenting a pitch Involve everyone in the room Remember –

    we’re designing for humans! Capture  the  imagina@on!
  40. Following Up the pitch

  41. Call them! Keep in touch, it’s always good to talk

    Following up the pitch Call  them!
  42. Following up the pitch Tie up any loose ends Unanswered

    questions, clarification points, any additional info
  43. about 2 weeks After the pitch…

  44. All of the qualification and hard work paid off! We

    get a call telling us we’ve won :)
  45. Or we’ve lost :( If so, we ask why we

    lost, and we learn from our mistakes
  46. If that’s the case, then quite often . . .

    It’s budget related It’s a very competitive market
  47. Or. . . We didn’t qualify the project correctly and

    made a mistake in the pitch direction
  48. It’s something else… (e.g. our dress sense!) Or. . .

  49. Suggested resources

  50. Books ‘Design is a job’ ISBN 10: 0-13-285836-3 ‘Pitching to

    win’ ISBN 10: 190573624X ‘Paul Arden series’ ISBN 10: 0714843377
  51. Keep in touch @renemorency /browserlondon in   Search ‘rene morency’