Coming up with creative solutions to client briefs is the most exciting part of working in communications.
But between ideation and realisation comes a process of selling. And this is the part left out of most comms training or undergraduate courses, and for most professionals, “selling an idea” is just learned on the job.
To help creatives in their pitching game as we (slowly and cautiously) go back to normal, I asked award-winning creatives and decision-makers for their advice and fail-proof secret tactics on how to get “buy in” of creative ideas. Here’s what I learned:
Know your room (or Zoom)
Let’s set the scene; you’ve landed your dream brief, come up with an out of the box idea, now how do you get your client and c-level to buy into that idea?
We’ve all been in situations where we’re pitching to individuals who are a complete contrast to the target market of the brief, which is especially the case concerning creative that targets different cultures, niche interests and younger generations. However, put you ultimate audience to one side for the pitch, because it’s essential that your ideas translate to decision-makers in front of you. You’ve got to speak their language.
Consider format setting and style. Is a highly visual format best or sticking to hard stats and figures? One Creative Director swears by the old-school tactic of a boozy lunch pitch format (in the good ol’ post covid days). Those with established relationships with clients and decision-makers should leverage this to tailor the delivery of ideas in the most effective setting and formats.
Prove It!
Clients buy numbers.
A key consensus was the importance of having business acumen.
The most common objective a client or director wants to know is “What’s in it for me?” What’s the cost, and “How is this going to benefit the company and our consumers?”
Facts and figures are the core drivers for decision-makers. A creative lead shared the key to pitch success is “numbers, numbers, numbers! Have numbers in your pitch, and you’ll be laughing”.
Passion
Selling ideas is not just about selling the idea. It’s selling your belief in the idea.
People buy people; therefore, if you can convey your enthusiasm and belief in the idea, you’re likely to command attention and get others to buy into your confidence. Comms is notorious for selling 9/10 ideas like they are 3/10 ideas.
Some expert tips include “Don’t overcook the idea, over-talk in the room, pander too much to clients or give too many “thank you for the opportunity” statements, which can come across as needy and set the wrong dynamic. Instead, think about why you believe it is so important for the world to see your idea and don’t sell yourself short.”
One creative shared a bold way to get enthusiasm across: “If you genuinely believe in the idea, then show them, write the award entry to leave with them after the pitch, show them the conversations you’ve had with suppliers who can make the idea happen, or the client the screenshots of your WhatsApp conversation with a journalist who loves the idea just as much as you do.”
Prepare
Do your research, rehearse…. And then tear up your script
A significant benefit to rehearsing is increased confidence and familiarity with your material. When you know what you want to say, you can focus more on the how - helping to execute a more robust delivery, rely less on a script or prompts and let what is on the inside shine. One director believes this is an area communications professionals don’t make enough time for and is the single biggest way to move the needle.
Others agree and have pointed out that lockdown has gotten us into bad habits of preparing less due to having the comfort of pre-written material.
A creative lead shared ways to do this, such as making sure you align to the client’s direction by looking at their past few campaigns and figuring out the theme. Ask yourself what worked well for them before, as they’d likely want to do it again. Take note of what emerging niches or categories the brand is trying to align with and how you can help them gain further market share and alignment in this direction.
By showing a client you’ve done your due diligence during the pitch, you will not only impress them, but they will reward you with their attention.
Collaboration
Make them feel a sense of ownership.
Gain input and ideas from the internal advocates to make them feel invested in the creative before pitching it. You are more likely to gain buy-in when a decision-maker feels they’ve contributed to your idea in the same way.
Collaboration is also crucial in terms of leveraging the power of internal influencers and cross-departmental support to advocate your pitches.
Finally, identify the key people connected to the approval process and their influential weight in the business in getting the pitch approved at the top.
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