Pitching to prospects can be perceived as one of the most dreaded aspects of being in advertising.
Stress, performance anxiety, a lot of money at stake…these are just a few of the reasons advertisers liken the process to a visit to the dentist’s office. But, PJA Advertising and Marketing president Phil Johnson isn’t sympathetic. In his Advertising Age article, he writes that agencies should "quit whining" about the inevitable pitch, noting that all businesses have unpleasant aspects and require some type of risk.
With a humorous comparison to the heartbreak and tears brought on by a country song, he does agree that the process can be draining. But, Johnson notes that much of the time, the unpleasantness of the pitch is partly one’s own fault.
Success should be measured, and if an agency doesn’t win the majority of its pitches, it’s time to take a step back. Agencies should be selective and consider only those accounts that are truly within reach, worth the time and effort. And agencies shouldn't stretch themselves beyond employee limits.
Once an agency has mastered this "cherry pick" process, the pitch most likely will not be such a pain.