Last month, Samantha Forth, and I attended Omnicom’s Emerging Stars program in San Francisco with junior staff from across Omnicom’s marketing companies to learn the art of integrated communications. We walked away with eyes open and new insight to use everyday in our offices. She shared a few lessons learned that agency folks from any discipline could benefit from. In this post, I want to dig a little deeper into one that I think could be particularly helpful to our team.
New business pitches can be the most unpredictable in our job – you never know the different personalities you will meet when you walk into a room. New business pitch casting is an approach that can help you prepare for them all by better understanding what resonates with each personality. This idea is intended to reduce the chances of losing new business because there was “no chemistry” by ensuring you have a match for everyone in the room.
It is no secret that we all have different personalities that impacts how we present and receive information. Reading the four personality breakouts below and matching them with similar personalities on your pitch team will ideally help even the odds in this unpredictable scenario.
- Method: These people have analytical minds, so they are more detailed oriented and will be looking for the proof behind the recommendation. They will be interested in the thought process and how the team solved the problem.
- Stage: That decisive, practical individual that gets right to the point…yep that’s a Stage person. They won’t need to multiple proof points (facts, diagrams or graphs) that reinforce the same idea, like the Method above. A concise presentation that gets to the point with the ‘who, what, where and why’ will be the best way to keep their interest.
- Improv: These people are more emotional and approachable. They will be interested in a presentation that tells a story with an emotional pull. Visuals, videos, or campaign mock-ups will resonate best and catch the Improv’s attention.
- Spotlight: Dynamic, strong and impulsive…these are all characteristics of a Spotlight person. You will have to work hard to keep their attention with flashy, big ideas and presentation props or animated examples. A presenter that is very energetic will make sure they don’t fall asleep during your presentation.
After learning about the above four personalities, hopefully you have a better understanding of what to expect when you walk into a room and how to make your presentation resonate. When developing your next pitch team together, research the judging panel and cast your team accordingly.
Let’s go close!