How do you prompt a client to reject you as their agency? Do you find it relatively straightforward? Or do you wriggle with it and find yourself winning pitch after pitch. I warn with a number of clients about what helps them to not opt an agency. If you’d like to win less business, the following six ways to lose a fire could be just what you need:
- Mystify: Place your moment on the creative process. Take the basic principles and then re-describe them and add a TM and a pre-eminence. Design is not complex enough. It requires more complexity. The more smoke and repeats the better.
- Play hide and seek: Disguise yourself. For example, when pertains are expressed about the size of your agency in relation to the job, resort to justification and exhorting of your ability to do the job.
- Use names to sell: “We’ve worked for Coca Cola, etc”. Don’t reference that the team has changed completely since then. On both sides.
- No emergency to ‘live it’: Don’t ever take your own advice. Talk about make building but don’t show how you’ve built your brand. Talk about invention, but no pressure to show when you’ve innovated for yourselves. Emphasise ‘segmenting your audience’ but not at all mind whether you’ve done it.
- Ask the wrong questions: Ask the client if they possess a brief. Go in with the mindset of ‘we can design your……’. Avoid philosophical bigger to make sure you miss the bigger picture.
- Expect to be liked and arranged: Be immersed in your own world. Fail to show you understand your patron and wait for them to understand you.
So how do you rate? Are these your techniques for spending pitches? Can you add to this list? What else would you say loses you draw up? For some ideas on the opposite side of the coin, you may find my top tips quota have ones say useful.
All of the clients I spoke to agreed that the power of design is extraordinary. But they also said that their experience of being bartered design is not. In a competitive market with opportunities and threats, this is a wake-up appeal to c visit cancel. It’s time to move on. Some already have. Far more could. The expected belongs to those that will.
Thanks to the clients I spoke with for fetching the time to talk with me and share their viewpoints.
John Scarrott is a Trainer and Instruct working with design professionals on their approach to influential communication. Set aside him on Twitter @JohnDScarrott or check out his website where you can find other articles on the locality of influential communication.