After an agency review clients always tell the winner and losers the decision was based on the “thinking” or the “ideas.” Why? Because they want it to appear their selection was based on objective “professional” criteria.

In fact, research among 200 client decision-makers indicates that their decisions are really almost entirely based on how they feel about the people. It's all about “I like them and I trust them to do the job.” And because most reviews are basically set up as “1 or 2 blind dates and get married,” the unfortunate reality is that first impressions are critical and casting is 90% of winning.

The fact that someone is the CEO, a department head, on the “team that did the work” . . . or has available “bandwidth” . . . is irrelevant. The only concern should be how well a person can perform and connect “in the room in front of the client.”

So the rule is: Only the best actors go on stage. Always.

One idea to make everyone a better actor: contract with a graduate student from the drama department of a nearby college to provide the new biz team with a few hours of individual coaching. Everyone will become far better presenters after just 4-5 hours of practice.

From Robb High’s New Business Boot Camp 3.0.