How do clients disrupt PR pitches? Technique 3 “The Explosion”
What do clients do to separate the skilled PR practitioners from the slick pitchers
As agencies become more and more skilled in the art and science of pitching, so clients are developing techniques to disrupt pitches, in order to separate the really skilled from the smoothly convincing.
One such technique I have called “the explosion”. It works like this:
You are well into your pitch and, seemingly out of a clear blue sky, the client ‘explodes’ in (simulated) anger. Some even bang the table. It’s quite off-putting – and that’s the point.
To illustrate the technique, imagine you are a London-based PR firm, pitching for the opening, plus follow-up, of a significant hotel in Scotland. You know the majority of the important, relevant media are based in London. As are most of the relevant influencers. And you can handle the digital and design components from anywhere.
In your pitch you mention that the work will be handled from London, with monthly visits to the location. You start to move onto your next point, when the client, face contorted with rage, bangs the table and shouts “how on earth can you possibly think that running the account from London is even remotely feasible!”
What happens next determines whether you win the pitch or not.
What are clients looking for when they disrupt pitches?
You see, as well as trying to work out if your team has understood their business, its objectives and challenges, and has a convincing and creative strategy, the client is also looking to see how you – you, personally – react. They are not buying an abstraction called ‘your firm’, they are buying you.
If you immediately back down, flustered, and offer to base some staff North of the border, you are telling the client that (a) you are not standing by your initial advice, (b) you can’t think on your feet, (c) you lack backbone. Your reaction to the ‘explosion’ tells them all they need to know about you.
What’s the best way to deal with client disruption?
So how to deal with this? Well, firstly, if this hasn’t happened to you yet, it will. So don’t be surprised when they try it on. Remember, it’s a trick, a bit like ‘the wince’ in negotiating (where the client reacts by flinching or wincing dramatically to your fee proposal, in the hope you will think you have caused mortal offence and so need to drop your demands immediately).
Secondly, rehearse, rehearse and rehearse, especially what you regard as difficult questions or topics, so you are confident you have thought them through and can articulate your points effectively.
Finally, when the ‘explosion’ takes place, stay calm (a couple of deep breaths through the nose helps), and when the ranting has subsided, reiterate your point and your thinking, calmly. If they disagree with what you are saying, calmly engage with them on the point.
That’s what the client is hoping for: someone who is calm, collected and thoughtful when the going gets tough, whether real or confected.
As always, there’s much to do and time is short, so good luck and get cracking.
If you want to see a <3 minute video on this, head over to YouTube.