Why agencies need to pitch like pigs

Published: Wednesday 2nd June 2021

We know we win the pitches we commit to. An intention to win is simply not enough. Pitching should be all or nothing.

All in or fold.

One pitch at 100% rather than two pitches at 50%.

Clients want to know you want their business more than the other competing agencies. Saying it doesn’t cut it. You have to mean it.

And that starts with you and your pitch team committing to winning it.

Everyone wants to win but what does commitment look like?

You may have heard the story before.

A pig and a chicken were walking by a church where a gala charity event was taking place. Getting caught up in the spirit, the pig suggested to the chicken that they each make a contribution.

“Great idea!” the chicken cried.

“Let’s offer them ham and eggs?”

“Not so fast,” said the pig testily. “For you, that’s a contribution. For me, it’s a total commitment.”

So pitching is like ham & eggs, chickens are involved but the pigs are committed.

That’s why we all need to pitch like pigs

One smart agency we know ensures everyone is committed to winning by using a ‘triage’ system. The senior pitch leaders, who will be ultimately responsible for winning should they decide to pitch, review the pitch opportunity / brief together and then meet 24 hours later to decide whether they are in or out.

Not enough pigs and they don’t pitch. They’ll be plenty of chickens later.

Inevitably they win a lot of pitches.