Losing a pitch

The cost of pitching for new business is bonkers. The expectation that we have a chance of winning seems to blind us to the real likelihood of success.

We have been asked to pitch for a new project with an existing client. The pitch will cost us time and money. Rather than just get on with it and build some lovely ideas, we decided to pay the client a visit today to get to the bottom of why the project is even being pitched out.

So here were our questions and indeed the answers.

1. There has been a change of personnel. The new team has brought its own contacts and relationships. Are we being asked to prove ourselves?

Answer: Yes and we just want to know what else is out there. We think your work is exceptional but there is a lot to do and we want to get the balance right! We want creativity, intelligence, understanding, and commitment.

2. We love working with you and indeed the work we have produced together. What could we improve and what could we have done to have avoided this costly and expensive pitch process from happening?

Answer: No. No. No. You have done nothing wrong. The work has been great. The work must now be taken to the next level. We need to evolve and grow. We need to move from a position of category ownership to spelling out the benefits of what we do.

At this point I giggled to myself because I thought it sounded like a lot of nonsense. Come on Mark, concentrate and persevere.

3. Will you pay for the pitch?

Answer: No.

4. Do you think you really know what you want from the pitch? There is one other agency pitching and they are a very different agency.

Answer: This is a very difficult brief and I think that is why we need a variety of responses.

Look, my gut feeling is we have to chase when we can. If the idea is good enough then we deserve to win. If we dont win with a great idea, then something is obviously not right. We have to remind ourselves that the success of our business is based on relationships and ideas. Clients take us with them and that works for and against us.

I do think we will pitch. I dont like our chances and I am not spelling out my concerns. We will have some great work to showcase our ability next week...ceteris paribus, we will win. Anything else and I will expect someone to buy me a tequila so I can forget about how much it has cost to lose.