Pitch Series 3/4: Write Capabilities That Communicate Your Value Story
About This Webinar
SERIES OVERVIEW:
Convert the Pitch: The New Best Practices Winning Business Right Now
As you know, there’s a lot to deal with in the current pitching environment: hyper-competitive agencies, unclear pitch briefs, adapting to a new client pitch process (different from one client to the next), lack of client access, building...
SERIES OVERVIEW:
Convert the Pitch: The New Best Practices Winning Business Right Now
As you know, there’s a lot to deal with in the current pitching environment: hyper-competitive agencies, unclear pitch briefs, adapting to a new client pitch process (different from one client to the next), lack of client access, building a hybrid pitch with a hybrid team, and then, presenting it to a client who may not even be in the same room. This series will outline the cutting-edge new best practices now required to achieve a high win rate.
Sessions In This Series:
- Oct. 4: Create Your Strategy to Disrupt & Win the Pitch
- Oct. 18: How to Uncover & Nail the Real Pitch Objective
- Nov. 2: Write Capabilities That Communicate Your Value Story
- Nov. 30: Write & Deliver Pitch Presentations That Win the Business
THIS SESSION:
Write Capabilities That Communicate Your Value Story
This session is the third in a four-part new business training series.
Whether provided as a written submission, live in a capabilities meeting, or inserted at the outset of a final pitch presentation – the goal is to position you as the only answer in their quest for a new agency.
However, most agency capabilities are generic, cliché-ridden, and frankly, self-indulgent monologues. There is little that is tailored to communicate exactly how your team will impact the client’s objectives – annoying many clients.
This session will outline a framework by which the best agencies are converting more business. We’ll address how to more effectively provide an overview of your offering – in a way that is meaningful to the prospect, interactively engages them, and separates you from the sea of agency sameness.
In fact, you’ll learn how to create a standard framework for your capabilities that can be quickly personalized for each individual pitch, setting you up to win in the final round.
Training Materials
Following the session, you will be provided with one week of recording access.
Who Should Attend
This four-part series is designed for those senior team members throughout the agency who play an active role in pitching new business.
Instructors
Laura Matthews
Managing Director, Agency Growth Strategy
Laura is Managing Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars (www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Laura brings senior account leadership and business development experience, with a background in client engagement and former roles in business development for tech companies. With experience across a broad range of industries and agencies (full service, PR, digital), Laura provides tremendous insight in her training.
At Mirren, Laura trains agency teams on client retention, growth, strategy, and new business, empowering them to strengthen their client relationships and better position their value. “Too often, agencies limit themselves to a vendor role where they’re seen as order takers. The most successful agencies make the effort to deeply understand their clients’ categories and bottom-line goals, and they deliver work that is clearly positioned to impact those goals.”
Laura has run accounts at several independent agencies, managing integrated campaigns and digital strategy. She spent nearly six years with VMLY&R, where she led work for Bridgestone, Tennessee Tourism, and Intel, among other brands.
Originally from South Carolina, Laura moved to Seattle in 2019 after spending a decade in Nashville, TN.
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