Why did you lose that pitch?
71% of clients say pitches are lost because of softer factors over harder factors.
What does that mean?
It means, despite how impressive your work and your presentation may be, prospective clients are more swayed by the personal chemistry they have with you and your team.
How does that even work if you can’t get in front of a client to pitch?
Clients are looking for:
- Pitches and presentations that feel like a natural discussion as opposed to formal presentations
- Time left for questions and debate so it’s a two-way conversation
- Spiky and confident opinions argued well without arrogance
- Engaging talks using analogies and anecdotes
- Evidence of real client/agency collaboration – how you make it work
- Demonstration there’s chemistry within your team, that you bounce off each other well and one person doesn’t dominate
- Understanding that you get them, and their industry segment
- A non-generic pitch tailored specifically for them.
The so, what
Clients want to work with people they respect and genuinely like, just like we do. It’s the power of onlyness, and proof designers don’t compete, we all have our one spot on this earth.
But what happens if you can’t get in front of a client to do these things? It means our submissions and capabilities documents must take that role.
Maybe our emailed pitches should be video’s and looms instead of PDF’s?
*Reference: Up to the light 2023 What clients think research
Want more?
Here’s more information on designers making change to stay head:
1 What clients want to hear in a pitch
2 What to do when the government asks you to free pitch
3 Mini case studies – designers doing business development well
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About Carol
After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.
Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.
I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.
Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.
Always happy to chat, I can be contacted here.
Our second site is designbusinessschool.com.au – Australia’s only business school for designers
