This memo outlines the steps needed to win and details what will be accomplished with Sanders Consulting Group’s first visit to your firm.
The Keys to Winning:
Winning The Next Stage:
- Believe that the other agencies let down their guard at client briefings. And this is a big disappointment to clients. The good chemistry the firm has established with the prospect needs to be maintained and heightened.
- Go into the briefing, either by phone or in person, prepared. Work off of a carefully planned Question Book which you share with the account. We will help you prepare this.
- Tantalize the prospect with a strong process at the next meeting. The process is the same one the agency will show her in the finals. Demonstrate how work has already begun, where the firm is now, what the agency is finding out to be true about the prospect’s brand, and ask her for feedback on what the firm has done so far.
- The process the firm needs to show has to be large and highly visual. The field results need to be highly impressive for the personality profile of Drivers/Headlines. Note: This is the only field work, research, that Drivers/Headlines sit still for.
- The feedback the firm gets at the next round usually contains all the keys needed to win the final presentation.
- We must review the “cast” or pitch team for the next meeting and train them on how to win at the next briefing. This includes a review of how the first meeting will go, what to expect and how to win.
Winning Going Away:
- How to set the room up
- How to present in TV time
- What to wear and what not to wear
- How to be the Pros from Dover
- How to win in the first 59 minutes
- What to do with the final 30 minutes after your break
- Outline the key chunks of the presentation
- Who will present each chunk
- How much time for each chunk
- How to sparkle in the beginning
- What the social time needs to look like
- Key opening remarks
- How to show capabilities in 7 minutes or less
- How to introduce the key problem
- How we would solve the problem if it had the account
- How to make the “Good News” announcement
- How to demonstrate the work done so far
- Who will play Mutt and Jeff (2 creatives needed, interviews to be done)
- How to introduce the brand triangle
- How to introduce the three creative approaches that “solves” their problem
- How to set up next steps
- How the break looks
- How to win the final 20 minutes with the 10 Question Close
- What the score card looks like