How do you NewBiz pros say “no” to doing work for free as part of the pitch process? What’s your “script” for saying no (all my past efforts have only pissed prospects/procurement off)??

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Not sure this is the right question.
Nbz pros should have a screen process. Is this client big enough? Can we make a difference? Is this problem the types of problems we solve? Are we uniquely suited to win? Etc. Once those are answered — and if we agree this is an excellent fit — then you make sure this numbers are right. Do they have enough budget. Do we have an executive sponsor (on client side)?

Then we talk about what we invest. If you’ve done you homework and know this is something you want you’ll likely be in a place that you want to give the work as part of the pitch. You’ll want to the work. And you will win the work.

Just a thought.

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My brother /sister from another mother/mister.. way to bring that one home friend!

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That might be nice to own the IP, but I think the original question is a good one. Clients ask for a lot in the pitch process. Frankly a lot of what they require for a pitch should be part of the paid engagement. How are others pushing back on that? What are you saying?

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I always push for a “free” pitch because when clients pay you they usually own your work and protecting our IP is more important than the $50k they are offering. Also our IP is worth significantly more than $$10-50k so why would we give them everything for such a low rate. It’s insulting to us. Sometimes you need to be firm. you’d be surprised how many clients I have worked with that respect our positioning.

Great point, but I haven’t seen a paid pitch for a while. Those were seeing are unpaid. Also, our niche as an agency often requires educating a client which, again, sucks to be doing for free....
Beyond an NDA, how do you qualify a prospect to ensure they’re not just out for ideas to activate themselves?

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Agree with AD1. When they offer a pitch fee (which is common) it’s usually $50k or less and they want to own the work. No thanks! We will amend the pitch contract and they usually accept.

I was talking to a search consultant who told me about 1 agency dropping a mil on a pitch for an AOR with 4 other competitors. That’s insane.

When you say “do” the work - do you mean spec strategy, creative, media plan? We’ll play on a spec pitch if it’s north of $1mm in fee potential. We never hand off files though, and we don’t do full anything - more like a taste of what they would get if they worked with us. Enough to see we understand their brand and business and would be a good partner - but not so much that they could walk out of the meeting and actually execute any of it themselves. Also, we track our pitch costs and if it converts to a client, it goes against the client P&L and we try to make some or all of those costs back in terms of how we scope the Year 1 engagement.

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