We are half way through the first Winning New Business course for agencies and I am very pleased with what we are accomplishing. The input from the delegates is great - and we are able to share quite openly in a safe space even thought there are competing agencies present.
7.15 in the morning is an early start but everyone is fresh and ready for the day.
The first three sessions were:
* completing a call for specific credentials and how this will be evaluated. Being competitive and having a point of view is essential if agencies want to stand out from the rest of the line up of agencies - could be up to 15 submitting specific creds in a pitch situation
* Chemistry - what is it and how do you handle the chemistry session? The four aspects of chemistry that can have an impact on whether an agency will be selected to go through to final stage or not.
* The pitch brief - final pitch - countdown to success and all that must be managed on the way through. Why the impact of the content of what agencies present at final pitch stage is the critical success factor. I guess we can write forever about the key to pitching success.
Rehearsal, rehearsal, rehearsal - and why there must be at least three of them before pitch day. I have drawn extensively from a number of sources - but Cleve Langton remains one of my best sources - his content in his book " New Business lessons from Madison Avenue " is by far the best.
The next three sessions -
* Managing pitch day
* pitch follow up and having won the pitch, how to on board the client
* New business prospecting - the process from start to finish
I am enjoying also re learning so much of what I already know and have passed on before. It is so stimulating.
Next year I plan to run these as in house bespoke courses for agencies, as well as making the content available on line through webinars. It is an exciting new venture for the IAS and we are well positioned to deliver this material.
That's it for now.
Johanna
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