AAR Masterclass: Pitching to win

Should not could...why being more assertive will help you win more.

‘If there is any one secret of success, it lies in the ability to get the other person's point of view and see things from that person's angle as well as from your own’. Henry Ford

Clients want to see you demonstrate your expertise in the pitch. This is when you need to be at your most assertive or autocratic. This is where you show your experience, your creative leaps of thinking, your ability to make them believe this is going to improve their marketing. They know what they could do, they need you to tell them what they should do. This is where you justify your fee.

Outside of the pitch itself, of course they want to see your more democratic, collaborative side but, more often than not, the winner is the agency who gets more autocratic as the pitch progresses.

Taking on board Henry's observation, at our next AAR Masterclass we’ll be exploring what goes through a client's mind when they're in 'new business mode', along with what you should pitch for, and how often, and why a pitch is exactly the time to be assertive. Pitching to Win will be hosted by Martin Jones and Alex Young of AAR on Tuesday 9 May over at the Ivy Club.

• Hear first-hand what’s really important to the client and put yourselves in their shoes
• Gain practical ideas that you can put into practice on your next new business opportunity
• Ask those specific questions that have been bugging you about new business - and hopefully get an answer!