On Thursday 13th September, Upfront’s Senior Business Development Manager, Jessica Milham attended The Drum’s Pitch Perfect event for a day focused on sharing ideas, knowledge and skills to perfect your pitch and clinch that all important client.
Here are Jess’s key insights from the day:
Think about qualification
It’s my job to ask all the right questions and ensure we are qualifying the right opportunities for agencies. However, Peter Czap, Director of The Wow Company, gave me a fresh perspective of how we can be qualifying who you want to work with. It really stuck with me, it’s important to sit back and ask yourself questions such as: Who do you REALLY want to work with? What do you want to be famous for? What can you be the best in the world at? Those were only a few out of 21 questions and most of these we do ask, but it was more of the way in which you can ask these questions which really stuck with me. There is definitely value in constantly asking these questions.
Create a culture of winning new business
This was a theme throughout the day which carried into The BD100 evening event and being a business developer, it resonated with me. If you work for an agency, do you have the whole agency striving to win new business or do you find that BD activity is purely down to one person?
If it’s the latter, well, you really need to question why. Surely everyone working for the agency should be just as passionate about the success of the business. New business should be everyone’s business.
Put everything into a client’s perspective
There was a fabulous client workshop including speakers such as Anna Stark, Head of Marketing at Sloggi and Adrian Cutler, Account Director at Microsoft. It got me thinking about how best to approach brands – how can you make it more personal or interesting? The panel shared lots of interesting approaches that stood out and where agencies can add value, rather than just sell. Kristal Ireland, Head of Ecommerce and Retail at LNER explained that one agency she remembers that invited her to join an online book club, where people share their latest read across the industry!
Your client isn’t just your client
A running theme throughout the day was around how you should work together as team and focus on collaboration. Initially mentioned by Josie Cartridge, Customer Director at River Island, she referred to her agency Studio Blvd as her partner and the way they work is a collaborative process. They have an honest, open relationship and when something works, you celebrate together… When something isn’t quite right, you sit down and work out how you’re going to fix this.
Get out more
Having reflected on a fantastic day, it’s given me time to realise the value of getting out and meeting people who are working towards the same goals as you. Of course, it’s good to meet potential new clients, but it’s just as valuable to meet potential business partners, mentors, coaches, talk about best practice and share the highs and the lows of new business.
This year Pitch Perfect partnered with The BD100, an initiative aimed to recognise The UK’s most influential business developers. Upfront was proud to sponsor this event which provided a great platform to shine a light on the business development community and share experience and insight with a fantastic panel discussion – click here read the highlights.