PITCHING DYNAMICS

“IT’S YOU THEY BUY”

SUBMITTED BY:-
SECTION ‘A’ GROUP NO. 5
ABHISHEK JAIN 2009003
ANIRUDH SHARMA 2009005
ANKITA MITTAL 2009006
A.SRAVANI NIHARIKA 2009016
ADITI GUPTA 2009018
OBJECTIVES

Identify the key elements of successful pitching

Explore the journey from planning and preparation

Embodying message in behaviour

Identifying your unique 'pitching' style’

Plan of action for future Pitch.

INTRODUCTION

Pitching is a presentation to a prospect to solicit an order

or new business

When pitching for business, we buy people first; when

we've bought the person we're almost guaranteed to buy the
product.

Getting new business is not about learning hard selling

skills; rather its to define your unique and effective “pitching
style”.
WHY PITCHING

Why should a potential client pick you and your company to work
with them as opposed to another contender?

You absolutely have to be brilliant first time round if you want to

have any chance of creating a good working relationship with your
potential clients.

When it comes to getting yourself in front of potential new clients

and 'Strutting your Stuff' you really don't get a second chance to
make a good first impression.
COMMUNICATION SKILLS REQUIRED TO
IMPROVE ON PITCHING SUCCESS RATE
Questioning, Listening and Responding skills
Relationship building
Delivering clear messages
Adapting individual communication styles
Self-awareness
Raising personal profi le
Getting buy-in
Persuasion and confidence building
Probing
Information delivery
Versatility in selling
PITCHING STYLE

Identifying your unique pitching style is the key to a

perfect pitch.

Further improvisation is then possible.

WHAT INFLUENCE PITCHING?
Knowing your weaknesses and working on them

Enjoying the pitching process

Having an idea of the “big picture”

Knowing the ethos of the company or person

Dealing with disagreement

Agreeing in the “yes-but” style

Customer is always right

Valuing relationships over winning

Modifying body language and modulating tone in

accordance with the situation

Soft probing

Avoid making assumptions

ROLE OF EMPATHY
Relates to putting in time and effort to understand
your customers
Helps to establish common ground between people
Look for other things you can give the client that
may not be product related.
Ways to empathize
Deliberately using ‘I’, ‘you’, ‘we’ statements
Self-disclosure
Demonstrating knowledge of their business
Compliments
Using their name
Using their jargon and abbreviations
PRE PITCH PLANNING

Basis for pre-pitching are fact fi nding and

questioning

Pre pitch call scenarios which include gathering

information instils confi dence in the seller.

Avoid terse situations, like the Spanish Inquisition.

Use open questions, if possible

Use of soft probing

 NON-LINEAR PITCH
Be prepared for any question that can be raised at
any point of time
Why do they want me at this meeting?
Why do I want to be at this meeting?
What is the set Agenda?
Is there any subtext or hidden agenda?
What is my bottom line position?
What do I really want out of the meeting?
What am I willing to give away?
What are my best skills?
What aces do I have up my sleeve?
PITCHING OF A B-PLAN TO TiE

What is TiE?
The Indus Entrepreneurs (TiE) is the world's largest non-profi t
organization promoting Entrepreneurship. The organization has
collaboration with IMT, Nagpur.

IMT Nagpur Initiative

Kushagra - The Entrepreneurial cell of IMT, Nagpur is the driving
force behind the inauguration incubation centre at the campus, for
which TiE, Nagpur team along with their head Mr. Mangesh Joshi
has joined hands.
They look for the young entrepreneurs, who has great feasible
business plans and all set to launch their venture. If they like the idea
they invest, sponsor and help them to establish the same.

In a B-School like IMT, there are over 600 students, and many have
their B-Plans and looking for someone to invest. Every B-Plan is
unique in its own way. But question arises why TiE will choose your B-
Plan over others.

Here we will discuss basic steps of pre pitch, pitch and post pitch
STEPS INVOLVED ARE-

STEP 1:
Come up with a relevant B-Plan. Researching past issues and
familiarizing yourself with the content and tone of the B-plan will
help you generate ideas that will be appropriate for the market
you want to enter in.
It's important to tailor the subject as well as the tone of your B-
Plan to fit with the overall "voice" of the market.
STEP 2:
Contact TiE and ask for their guidelines. Make sure to follow
these guidelines as closely as possible in order to improve your
chances of having your B-Plan selected.
Continued….
STEP 3
Once you have your idea, get started with working and
structuring on it and make sure to adhere strictly to the TiE’s
Guidelines.
STEP 4
Have a peer or mentor review your work. A second opinion is
helpful and he can help you spot your mistakes before
submitting it to TiE.
STEP 5
Perfectly pitch for your Plan with all the ingredients of
Pitching explained above.
STEP 6
Follow up about a week later with a phone call.
CASE OF EASY JET AIRLINE
BRIEF OVERVIEW

EasyJet, a London based airline, is proud of being inexpensive.

But some people in the advertising industry wonder if in one case
it wasn't just plain cheap.

Last year, the airline decided that its advertising could do with
an upgrade. It asked a handful of agencies to pitch for its account.

After several months in which the agencies met with EasyJet

executives and presented their credentials, the airline narrowed
its list to two fi nalists, Saatchi & Saatchi and Ogilvy & Mather.
 In January, EasyJet changed its mind and restarted the pitch
process.

While there is generally nothing legally stopping an

advertiser from cancelling a pitch, EasyJet's behaviour was
considered bad form in the advertising industry.

Agencies complained that ideas presented during

unsuccessful pitches sometimes work their way into
advertising with no compensation.

EasyJet said that it wasn't being cheap and that its pitch
process would continue with a new focus.
ANALYSIS

Scrutiny of the pitch process is increasing as the stakes rise for

agencies and their potential clients alike.

Given that a big pitch can cost several hundred thousand dollars o
more to produce and that a multinational ad agency may be involved in
dozens of pitches at any one time, the cost of trolling for new busines
can be substantial.

Meanwhile, more advertisers are consolidating their accounts regionall

or globally, rather than working with a collection of different agencies in
each local market.
For advertisers, too, the pitch process has risen in importance.

As advertising spreads into the digital realm - inundating the Internet and
popping up on mobile phones - it has gained in complexity.

“Some clients come in and know what kind of agency they want, and others
have no idea at all," said Martin Jones, advertising director at AAR Group, a
London-based firm that tries to match up agencies and advertisers.

So-called pitch consultants like AAR have taken on an increasingly

prominent role in markets like the United States and Britain in recent
years.

Ten years ago, the use of a pitch consultant was relatively rare; now, Jones
said, close to half of all pitches involve AAR or one of a handful of
competitors
The power over the pitch process that these matchmakers can
wield annoys some ad executives. In order to play, ad agencies or
clients or both, in some cases have to pay fees to the consultants.

For EasyJet, a spokesman said the company had "repositioned" its

approach. After the appointment of a new commercial director,
Saad Hammad, in November, it has invited a variety of local
agencies to join the process.

EasyJet said agencies that had pitched for the work the first time
around would be welcome to do so again. Not surprisingly, some
of those agencies, including Saatchi & Saatchi, have said, "Thanks,
but no thanks."
 METHODOLOGY
Mr. Jayesh Walia, a successful pitching consultant based in
Delhi runs his institute who helps people with the Pitching
Dynamics.
We asked him some questions such as
How do you help people in establishing their unique Pitching Style?
How important is establishing Empathy with Prospective Clients and
how do you train people with this?
How do you help people in seeing the Pitch through the Clients Eyes?
Is Fact-finding and questioning included in your course?
How do you help with making a Perfect Pitch?
How do you help with planning of action for future Pitches?
Continued….
Mr.Paras Malhotra is an advertising expert in Mumbai. We asked him
some questions regarding pitching such as

How do you implement pitching in establishing and enhancing your

business?

Did the pitches tend to stay on target, and tend to be what you were
looking for?

Did you accept a majority of the pitches?

Did the pitches tend to stay on target, and tend to be what you were
looking for?

Do you have any pitch pet peeves in general?