Tag Archives | Pitching

Coco Chanel’s Secret To Winning Presentations – Every Time!

I have always rated myself (so modestly) as quite brilliant at new business pitches, and at structuring presentations to win. Deluded fool that I am! This became abundantly clear when I read this story about Coco Chanel. I suddenly realized how naive I was, and how badly I had got it wrong. Here’s the story.

I loved the theatre and acting as a young man. So new business pitches were an aspect of business I was immediately seduced by. The thrill of the chase, the creativity of shaping a great presentation, the fun of rehearsing, the theatre and drama of the pitch. That delicious taste of victory.

I spent years gathering techniques to deliver the perfect pitch, and to structure presentations so they are irresistible persuasive. The hit rate has been pretty good. It would have been much higher if I had heard this story about fashion icon Coco Chanel at the beginning of the journey. Here it is.

Three words to win ‘most boring thing in life’ contests

Guaranteed you often help create the most boring experience any human can be forced to endure. Here’s what it is, and also three words that will solve this forever.

Watching a two hour music concert of four year olds you’re not related to? Reading ancient ‘Knitting Weekly’ magazines in the doctor’s waiting rooms? Watching grass grow? None of these compare to what you make your colleagues and clients suffer when you, quite simply, bore their socks off. How do you do it? Same way I do.

By giving mind-numbingly boring presentations. Come on now – you know you do it. But fear not! Help is at hand. Here’s the one sure-fire way to guarantee yours will be the presentation everyone wants to turn up to!

Got the balls to fire your biker clients?

80 percent of our profits come from 20 percent of our clients. Yet we often give our worst, most unprofitable clients our most intense attention and very best efforts. They’re rude, bullies, have outrageous expectations, treat our people terribly, ruin staff morale and inevitably complain bitterly about bills, even when we deliver great results!

I call them ‘bikers’. Here’s why, and here’s why you should fire them, TODAY. It’s a great story, and a two minute read! But two minutes that you’ll remember for as long as you work with clients.

How to make more money from losing than winning

Agencies I have led have made more money from new business pitches we lost than from pitches we won. Sounds illogical, but it’s true. Here’s how to win when you lose.

It begins with a story of love almost lost. I was very keen on a certain young woman. I showered her with huge attention, was captivated by her every murmuring, did everything I could to shine. You know the plot. One day she put her hand on my shoulder: “Chris, I appreciate the attention but you need to know, I have a boyfriend.”

And it was the way I responded to that critical moment of truth that encapsulates the secret to making more money out of losing than winning.

The secret to winning pitches

To win new business pitches, having great ideas that solve client problems is not enough. We also have to beat our competitors.

It’s easy to get absorbed in solving client problems when working on a pitch. The client wants a strategy and ideas which will deliver certain results. That’s our focus and has to be nailed, absolutely.

But to ensure a world class ‘win’ hit rate, developing great strategies and ideas for the client is not enough. Sometimes competitors beat us not because they are better than us, but because they beat us.

To win more often, put just as much energy into developing YOUR AGENCY’S STRATEGY to win… your strategy to beating your competition.