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Writer's pictureMarcus Brown

Ten commandments for running a successful agency pitch

Delivering a successful pitch can absolutely mean the difference between winning a client and losing out to the competition. While creativity and strategy are critical, it's often the process and preparation that set apart the winners from the rest.


At The Great Pitch Company, we have distilled decades of experience into our "Ten Commandments" for running a successful pitch, ensuring your agency can perform at its best when it matters most.


1. Understand the client's true business problem

The first step to delivering a winning pitch is fully understanding the client's business problem, not just the brief on paper. Many agencies miss this by only responding to what’s outlined, but real success comes from going deeper.


At The Great Pitch Company, we call this Client Immersion – getting to grips with the root cause of the client’s challenges. This helps you present a solution that addresses their core issues rather than surface-level symptoms​.


2. Rigorous Rehersal©

We cannot emphasise enough the importance of Rigorous Rehearsal©. Too many teams leave rehearsal to the last minute, but the truth is that practice breeds confidence. The more you rehearse, the more fluid and spontaneous you can be during the actual pitch.


A well-rehearsed team not only avoids mistakes but appears more professional and polished​​. Rehearsing with your full team also helps ensure smooth transitions between speakers and prepares you for handling any tricky questions the client might throw your way.


3. Tell a compelling story

Storytelling is the heart of any great pitch. A strong narrative makes your message more memorable and allows the client to connect emotionally with your agency.


We teach the Problem-Solution-Impact Model, which structures your pitch into a journey: you start by identifying the client’s problem, introduce your solution, and explain the impact your work will have on their business. A well-told story resonates with clients long after your presentation ends​.


4. Define clear roles within your team

When you present, every team member must know their role and stick to it. Confusion or overlapping responsibilities can ruin a pitch. A clear pitch leader should be assigned, someone who directs the flow and ensures the team stays on message.


This individual acts as the glue that binds the team together, ensuring everyone plays their part effectively. It’s crucial that each team member is aligned, so clients see you as a unified force​​.


5. Make a personal connection with the client

Clients want to know they can work with you, not just hear about your ideas. Building rapport and making a personal connection is key.


It can be as simple as understanding their culture or knowing details about their recent success stories. Tailoring your pitch to demonstrate empathy towards their goals and challenges fosters trust, showing that you are not just another agency, but a potential partner who understands their world​.


6. Pay attention to every detail

The devil is in the detail. Whether it’s getting the client’s name right, ensuring your presentation materials are error-free, or making sure the meeting room is perfectly set up, attention to detail is crucial.


Clients pick up on these small details, and it shows your agency’s professionalism and commitment to excellence. Don’t let avoidable mistakes tarnish an otherwise stellar pitch​​.


7. Engage your client from the start

Your client’s time is valuable, and first impressions count. Engage them from the very beginning of the pitch.


Start with something that grabs their attention—whether it’s an insight they haven’t considered or a visual that piques their curiosity. This early engagement sets the tone for the rest of the presentation and keeps them invested throughout​.


8. Prepare thoroughly for the Q&A session

The Q&A session is your chance to shine under pressure. It’s often the make-or-break moment of a pitch.


Being unprepared can derail all the hard work you’ve done during the presentation. That’s why we advise agencies to rehearse potential questions just as thoroughly as the pitch itself. Assign team members to respond based on their expertise and ensure no question goes unanswered​.


9. Leave a lasting impression

After your pitch, the client will likely have seen several presentations, and they may struggle to remember every detail. This is where your leave-behind materials come in.

These documents should not just recap your pitch but leave a lasting impression. Make sure they are clear, concise, and professional, capturing the essence of your story so that it stays with the client​.


10. Follow up with purpose

The pitch isn’t over when you leave the room. Following up is a crucial step that many agencies overlook.


Send a thoughtful thank you email, clarify any points that may have been unclear, and continue to show your enthusiasm for the opportunity. Demonstrating persistence and continued interest can sway the client’s decision in your favour​.


Conclusion: Following the commandments for success

Pitching is a high-stakes game, and following these ten commandments can help your agency perform at its best. From Rigorous Rehearsal© to understanding the client's deeper business problems, these principles have been refined by The Great Pitch Company to help agencies win pitches and build lasting client relationships.


Stick to these commandments, and you'll set your team up for success, every time.


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