| Winning Trust: Winning Business Creative pitching in the advertising industry
It is the same with any pitch, presentation or crucial encounter with a client. It is an event, a piece of theatre - hearts and minds must be engaged. Over the past three years Dramatic Resources has been working with an advertising research agency in the U.S.A. to increase confidence and resourcefulness in the handling of client relationships. This was a successful and fast growing young company that needed its key personnel to the develop strength and confidence win and keep business. They simply had too much work for the senior partners to be involved in all the critical negotiations. The account handlers needed to learn to rely on their instincts, and to solve problems in meetings where the stakes were high and the client very senior. Using improvisation skills from the theatre, we worked on the ability to listen, respond, empathise and negotiate. We used the model of rehearsal to give a people a forum to practice challenging encounters in a low risk environment, and the results were excellent. Pitch Theatre In the final phase, a select group went through to Pitch Clinics where new ideas were worked up, with presentation coaching and direction from the actors, towards successful pitches with clients. The programme resulted in greater communication internally between departments, increased confidence and exposure for staff not previously involved with the pitching process. New approaches to pitching started to emerge and innovative approaches led to the development of new business with existing clients.
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