You think you are so different, think again
I just read an interesting article on how agencies differentiate themselves. The main message of the article was that all agencies do the same dog and pony show when talking to potential clients. Couldn’t agree more with that point. It begs the question how do clients really choose their agency?
The article was spot on because it says that every agency does spec work, whether they like to admit it or not. All agencies have great work to show, and that they work with great clients. They use insight to “understand” the audience. All great stuff, but still doesn’t convince the client how your agency is the one they should hire.
I believe the real winners come in, and don’t put on an act. They come in and connect with the client on a basic level. That basic level is the human one. They hire your agency because of the people. They have to work with the people in your agency everyday. So they better like the people.
Think about these items before you walk into the pitch:
1. What are you wearing? If it’s a boring suit, you’ll be just that. Just like design, think about the details.
2. Do you have a huge powerpoint, with not much to tell beyond that? Cut down the words, and the slides. Tell a a better story.
3. Does your presentation focus on you, or them? Remember you are there for them, so spend more time on them then you do on yourself.
4. Don’t put on an act, be yourself and tell the story of how you’ll truly help them.
These are the points where real agencies shine. They use their general likability to make the connection. Instead of using their powerpoint, their spec work or their past work to land the gig. Just remember that next time you go into a new business pitch. They are going to hire you, so make sure that you are on the top of your game!
