How to Pitch for Clients or Retain the Existing one?
There are, essentially, three types of competitive scenarios:
1. Already existing clients, with the potential to give more business.
2. Potential clients who approach us.
3. Approaching and addressing businesses out there.
The task is, hence, multifarious. It ranges from the micro to the macro, and all are symbiotically connected. Having said that, at the core of it is to understand your own DNA and staying true to it. The passion for business must first start with the passion for one's work. This is important because it will reflect in the body of your work. And, when all the marketing dust settles, that will always remain as the moment of truth and become your brand aura.
With that, it is important to service existing clients excellently with good work; timely deliveries; proactive thinking, and sustaining a mutually respectful and comfortable relationship across all levels.
This golden formula, is to almost always keeps them away from going elsewhere, no matter what the temptations. In case any one element falters, you are risking losing a client to your competition.
Potential clients are influenced by your reputation; your presence in the media (digital or otherwise), and the preliminary research on your work. They might even ask for a multi-agency pitch, and if they have absolutely fallen in love with the combined aura of your work, the threshold to give in or walk away is yours to decide, with room to have the negotiations sway in your favour.
And lastly, the world is filled with potential clients and potential competition. It would serve you well to study both, and to work hard to keep polishing your aura, so as to maintain your brand differentiator and communicate it across available platforms, such as social media, website, direct marketing, events, publications, etc. It is important to be seen as a brand that stands for a vibrant, intelligent and creative solution provider that stays relevant by constantly exploring, innovating and expressing.
