5 Tips for Pitching to Clients
Updated: Mar 3, 2021
As an agency, our business relies on pitching to clients. Therefore, Spark It Creative has become very successful at designing, researching and rehearsing pitches for our clients. With our combined years of experience, we’ve perfected our pitching strategy, tailoring each situation to best suit our, hopefully, future client.
As a team, we’ve developed the most essential characteristics of a successful pitch. Of course, each client is unique, however, many pitches employ these adages to help you remember the components that will maximize your campaign’s reach.
1. Know Your Client
When creating your pitch, research is key to designing an authentic and targeted presentation. Before you begin the design aspect of any visual aids, your team should have a dense idea of the client’s brand, what the client wants from this partnership and what strengths and weaknesses your company can manipulate to the client’s benefit.
Knowing your client means analyzing social media strategies, advertisement trends and strategies, and corporate reputation. Furthermore, learn about the client’s goals and missions: what are the values and standards the client holds itself to? These elements create the essence of the client and assist it in remaining on-brand and attracting the appropriate customers.
Often, Spark It Creative does a S.W.O.T (Strengths, Weaknesses, Opportunities and Threats) analysis. By examining the intrinsic and extrinsic factors of the client, we can create content that is best suited to the client’s brand and audience.
2. Personalize Your Pitch
Every client is different, we should know. Spark It Creative works with a wide variety of clients, including restaurants, auto repairs and attractions. Therefore, pitching is specialized to fit each brand’s image. From essential information, like location and target audience, to small details, like logo design and copywriting, that makes all the difference in truly connecting with your client.
A great way to get a grasp of the client is to visit their store beforehand. Go as “just another customer” to see how the client interacts and the climate it exudes. If the client is foreign or strictly online, visit the website or another online platform. This functions as the traditional storefront and should exhibit the personality and traits the client looks to show.
Pitching to online or foreign clients can be difficult, though, if used correctly, the technology required can greatly improve your long-distance connection. When using Skype, Zoom or another platform, mind the difference in etiquette, such as making eye contact with the camera and not the screen, maximizing the screen space while keeping the essential information centered, and the technological aspects of the stream are functioning properly.
3. Introduce Your Team
Introducing the team goes farther than reciting your names and positions. Introductions create personal connections that drive long-lasting relationships. Let your client know who you are and what you will contribute to the efforts. For example, you are not “Samantha, the Creative Content Director,” you are "Samantha and will be directing advertisement videography across platforms." Though titles assist in labeling the office hierarchy, clients are unfamiliar and apathetic to this.
At Spark It Creative, we look to involve all of our members in each step of the creative process. Though we each maintain a title and specific set of skills, we adventure into the unknown and learn from each other. Introducing our clients to this “think tank” culture shows a diverse thought process that ensures the best results.
4. Explain the Strategy
As you and your team are likely educated in the Communications field, familiar with strategic communications, or have constructed elements of Communications strategies, remember that your clients have not. Pitching to your client requires an element of finesse that will end in a thorough understanding of the contract and other services that are being employed. You’ve likely heard the expression “explain it to a child.” Though this is correct in principle, do not forget your client is untrained, not inexperienced. The client is likely to have basic knowledge about these policies and have used them at some point in his or her business.
There is a fine line between being specific and over-complicating a presentation. You and your team must decide the essential details for the campaign without adding extra information: schedules, goals and objectives, target audiences, and more. Confusing the client is the worst-case scenario and should be avoided.
5. Showcase Your Work
We won’t skirt the subject: pitching is not the time to be modest. Flaunt your past work, employees and partnerships. Whether you have physical examples or visuals within your presentation, references are essential to confirm your legitimacy as an agency. Be proud of your past work by putting it on display, with the statistics to prove its effectiveness.
We, Spark It, announce all of our partnerships and samples of our work on our website and social media. We are excited to be associated with and developing content for all of these fine companies and organizations!