I must admit to loving Consultant Robb High’s lengthy list of agency marketing mistakes. His latest
missive homes in on the need for strong agency ‘performers’ in new business pitches.
Robb writes, and I agree, that 90 percent of all new business decisions come down to chemistry. You either ‘connect’ with the prospect or, as Peppercom’s Deb Brown likes to say, ‘…pack up your tent and go home.’
High suggests that top agency pitch people should enroll in acting classes to improve their skills. He’s absolutely right. Having taken two Upright Citizens Brigade improvisation workshops and a week long American Comedy Institute course, I can tell you the training makes a huge, if subtle, difference.
Improv teaches one to react spontaneously to word and phrase prompts and work as a team to help one another construct a skit. Stand-up comedy trains one in pacing, eye contact, reading non-verbals and interacting with hostile or passive audiences (give me a hostile audience anytime, btw. There’s nothing worse than staring at a roomful of blank stares).
All that said, I do disagree with High’s assertion that only the ‘A’ team should attend new business pitches. Such a strategy leads to the classic big agency bait-and-switch complaint we hear so often from disgruntled prospects (i.e. ‘We were pitched by the stars, but ended up getting 22-year-old juniors working on our business.’). The far better course of action is to enroll agency fast trackers in acting, improv and comedy classes.
The deeper the talent pool, the more flexibility senior management has in selecting the best pitch team. And, who knows, maybe there’s a budding Marlon Brando or Eva Marie Saint somewhere within your agency. All they (and you) need is to recognize the enormous personal, professional and organizational benefits of acting classes. Now then, has anyone seen my make-up case?