A re-pitch is more than keeping the client’s business—it’s winning their hearts and minds all over again. After working together for years, clients often want to see if they’re still getting the best value or whether they should explore other options.
This can be due to policy requirements, leadership changes, new product launches, or concerns over performance. Whatever the reason, a re-pitch gives you a chance to re-emphasise your value, address any concerns, and ensure client retention.
That being said, we’ll share insights on why a re-pitch matters, how to approach it strategically, and a few key tactics that we’ve seen work to win over clients, even in the most competitive situations.
What exactly is a re-pitch?
Clients might call for a re-pitch for all sorts of reasons. It’s not always within your control—some organisations have policies requiring regular reviews, or a new marketing director might want to reevaluate everything. Other times, it could be the launch of a new product, or simply the contract coming to an end.
However, re-pitching isn’t just retaining the business; it’s showing your client why you’re still the best choice for them. As we often say at The Great Pitch Company, it’s about proving you’ve grown alongside the client and that you continue to deliver results that meet or exceed their expectations.
Incumbent: a blessing or a curse?
Being the incumbent in a re-pitch can be both an advantage and a disadvantage. On the upside, the client already knows you, and you’ve built up trust and insight into their business. If you can point to strong results and a healthy working relationship, you’ve got a natural edge over the competition.
But there’s also a downside. That familiarity can sometimes lead to self-improvement. You might hold back on bold ideas because you know something about the client’s preferences or past failures.
Meanwhile, your competitors are free to propose fresh, daring ideas without the baggage of past knowledge. It’s key to acknowledge any issues and tackle them head-on, while still offering bold solutions.
The hidden benefits of re-pitching
A re-pitch gives you a chance to take stock of your relationship with the client and use your experience to stand out. As the incumbent, you’ve got the advantage of knowing the client’s business inside out. Use that to your advantage—point to the results you’ve delivered and how you’ve addressed their needs.
Every relationship has its ups and downs. A re-pitch gives you the opportunity to acknowledge any issues and show how you’re actively working to resolve them. Honesty and openness go a long way in building trust.
A repitch also gives you the chance to show how you’ve continued to bring value and what sets you apart from anyone else they might consider. Offering both a “safe” option and a more creative and riskier idea gives them the best of both worlds—an informed choice between consistency and innovation.
If the client’s needs have shifted, a re-pitch can show them how you can evolve. Whether it’s incorporating new services or leveraging technology like AI, positioning yourself as the forward-thinking option reinforces your commitment to future success.
5 re-pitching strategies you must try
Approaching a re-pitch takes careful planning. Here are some strategies we’ve found useful in winning over clients:
1. Get feedback
Talk to your client before the re-pitch and gather their feedback. Understand their evolving needs and any concerns they have. This shows you’re proactive and willing to listen, while also giving you the insights needed to tailor your pitch for maximum impact.
2. Reinvent yourself
A re-pitch isn’t minor tweaks to your pitch strategy—it’s a chance to reinvent your offering entirely. Whether that’s bringing in new team members, introducing new services or completely overhauling how you approach the account, don’t hold back. Show your client that you’re still the best option and aren’t afraid to change things when needed.
3. Present two options
Offer your client two paths forward. One option can be a safer, more familiar route based on your knowledge of their business. The second option should be more creative, almost like you were pitching as an outsider. This gives the client the confidence that you’re adaptable, with a foot in both worlds: continuity and bold new ideas.
4. Use visuals
Keep the presentation engaging with clear visuals. This makes complex ideas easier to understand and keeps the client’s attention. Well-designed slides, data visualizations, and compelling imagery can enhance storytelling and make your pitch more memorable.
5. Divide and conquer
Set up two teams—one focused on day-to-day business and one focused entirely on the re-pitch. This way, the re-pitch gets the attention it needs without risking mistakes in the client’s ongoing work.
The cost of re-pitching
Re-pitching takes a lot of resources. In fact, research shows the cost of a re-pitch is often double that of a new pitch. Given this, it’s essential to qualify the re-pitch.
According to US trade associations ANA and the 4As, the average cost of a pitch to an agency is $204,461, whereas a re-pitch is nearly double that at $406,092
Use a repitch scorecard to assess whether it’s worth the effort and whether your agency can realistically win. If you go forward, you need the whole team’s commitment—this isn’t a halfway effort.
Winning every year
One way to avoid the need for a formal re-pitch is to “repitch” the business every year. By regularly checking in with senior leadership and presenting fresh ideas, you can preempt the need for a formal review.
We’ve seen agencies hold annual planning sessions where they treat it like a pitch, bringing new insights and strategies for the year ahead. This kind of forward-thinking keeps you ahead of the competition and strengthens the relationship before any re-pitch even begins.
Final thoughts
At The Great Pitch Company, we believe a re-pitch isn’t just about holding onto the business—it’s about winning it all over again. Whether adapting to new client needs, bringing in fresh ideas, or reinventing your entire approach, re-pitching is a chance to prove your value.
Re-pitching is an opportunity for reinvention. Don’t be afraid to make big changes, bring in new faces, and offer bold ideas. And if you need some expert help with that, don’t hesitate to reach out! Tell us your needs and we’ll help you out!
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