Clients will always say it was the “thinking” or the “creative” that
determined their choice because they feel like they need to make their
selection based on a “professional” measure. The reality is that they
decide based on the people . . . “I like them and I trust them
to do the job.” That’s why casting is 90% of winning.
And why you need to always put the best actors/ presenters on the pitch
team. No exceptions.
Not the person. Just the title. No client is interested in meeting
the “sales” person. They want to meet the people who they might
be working with. So, throw away the VP/Business Development or
CMO business cards and create a new title that at least sounds like they
would be part of the client service team. You’ll get a lot better
performance from them.
An essential component to your agency's new business program is a prospect database.
In my opinion one of the most accurate online database of marketing and
advertising decision makers is The List.
I high recommend them.
Click Here take a tour of THE LIST