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The mistake: too many people in the presentation.
The CEO “has” to be there. The director of strategy insists on being in on it. The head account person, of course. The creative director and the junior team that did the work being presented (for ad agencies.) The media director, as well. The digital specialist (to show that the agency is part of the modern world). And finally, the team of people that will work on the account (because the client asked for that).
Pretty soon that adds up to a lot of people . . . and a formula for failure. An effective new business presentation needs to be like a Broadway play. And putting together a good play with so many people in just a few days is nearly impossible.
Plus, with so many “players” on the stage (and everyone has to have a speaking part or it’s really weird), it makes the presentation go far longer than it needs to (and takes you over the allotted time.)
The best Broadway plays have only 3-4 main characters and so should your new business presentations. Titles aren’t relevant. The rule is: Only the best actors go on "stage." And that goes for the team that will be assigned to the business, too. If they aren't good "in the room," they don't participate. Yes, you may have to do a “switch” later on. And that won't be easy. But, it’s a problem only the winning agencies have.
From Robb High’s New Business Boot Camp 3.0.
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