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The mistake: showing too much “stuff.”
In the final round of a review, agencies have a Pavlovian tendency to show excessive amounts of spec work. (It’s one of 3 reasons new business presentations always run over the allotted time.)
They do this because they believe the "best idea wins." But, because they don’t know which idea the client will think is best, they show lots and lots of ideas.
Research shows that clients select an agency because they “trust them and like them.” And that’s not about the work. It’s about the people who do the work. (If it was all about the work, then why is it that the work presented rarely ever appears.)
So, less is more. Increase the win rate by showing just a handful of ideas and concentrate instead on how they’re being presented. It’s the “actors” on the “stage” that they’re buying, so make the “play” great.
From Robb High’s New Business Boot Camp 3.0.
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