Pick your pitches, says Deeper Blue’s Laurence Croneen

Founding Director of live communications agency Deeper Blue Laurence Croneen has advised agencies to be selective with their pitches if they want to improve their win ratio.
Speaking during a session on ‘Winning corporate pitches’ at The Meetings Show at Olympia London, Croneen told attendees that his company pitched for just two events last year, yet despite this the company’s “turnover is rocketing”.
“For every reason to pitch, there is every reason not to pitch,” he said.
The rationales behind not pitching, according to Croneen, include more than four competitors already pitching, if the client is not willing to have a face-to-face meeting with you, if you don’t have the time and there is no one to lead and manage the pitch, and, ultimately, don’t pitch if you don’t think you can win it.
“What is most important is generating customers for life. If you super-serve a few you will build deeper, more intense relationships and with greater referrals you will win more business,” he said.
When a decision has been taken to go ahead with a carefully selected pitch, taking the lead from the start was Croneen’s top tip. “Get to know the client, ask questions, get an insight into them and their company and meet them face-to-face.
“Be challenging of yourself and the brief and be brave. Following the rules of the pitch is the kiss of death. Stand out by bringing something new to the pitch; try and bend the rules,” he concluded.
Do you have a news story for CN? Email: Zoe Vernor

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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