The Win Without Pitching Manifesto

1. Specialize to differentiate and gain power

Expertise is the only valid basis for differentiating ourselves from the competition. Not personality. Not process. Not price.

Focused expertise shifts power. By specializing, creative firms can reduce competition and increase their value to clients. This shift allows them to command higher prices and have more control over engagements. Specialization requires making difficult decisions about what business to focus on, but it's essential for long-term success.

Benefits of positioning:

• Sales advantage: Winning more often when competing
• Price premium: Charging more than competitors
• Control: Ability to guide engagements

Specialization doesn't mean limiting creativity. Instead, it harnesses talent towards deeper expertise in a specific area, leading to more fulfilling and profitable work.

2. Replace presentations with conversations

Presentation, like pitch, is a word that we will leave behind as we seek conversation and collaboration in their place.

Overcome presentation addiction. Creative professionals often crave the adrenaline rush of presentations, leading to free pitching and devaluing their work. Instead, firms should focus on collaborative conversations with clients throughout the engagement process.

Rules for better collaboration:

• Agree on strategy before creative development
• Continuously reference agreed-upon strategy
• Allow freedom in creative execution
• Present fewer, higher-quality options
• Only firm personnel present work

By replacing presentations with ongoing conversations, firms can build stronger relationships with clients and demonstrate their expertise more effectively.

3. Diagnose before prescribing solutions

Too often we are guilty of this flawed process and our clients are guilty of trying to impose such a process on us through the pitch.

Avoid malpractice in creative work. Just as doctors diagnose before prescribing treatment, creative firms should fully understand a client's challenges before proposing solutions. This approach leads to better outcomes and positions the firm as a trusted advisor rather than an order-taker.

Four phases of client engagements:

1. Diagnose the problem/opportunity
2. Prescribe a therapy
3. Apply the therapy
4. Reapply the therapy as necessary

By insisting on a proper diagnostic process, firms can demonstrate their value and avoid rushing into solutions based on incomplete information or flawed self-diagnoses from clients.

4. Rethink selling as facilitating change

Proper selling can be distilled into three steps, based on the client's place in the buying cycle. These three steps replace the art of persuasion.

Facilitate client progress. Instead of viewing selling as persuasion, reframe it as helping clients move through their buying journey. This approach aligns with the firm's expertise and creates a more respectful, effective sales process.

Three steps of selling:

1. Help the unaware
2. Inspire the interested
3. Reassure those who have formed intent

By focusing on the client's needs and progression, firms can build trust and demonstrate their value without resorting to high-pressure sales tactics or free pitching.

5. Use words, not written proposals, to win clients

We will do with words what we used to do with paper.

Conversations over documents. Written proposals often waste time and devalue a firm's expertise. Instead, use conversations to reach agreements on scope, timeframe, and budget. Only produce written documents as contracts after verbal agreements are reached.

Benefits of this approach:

• Reduces time spent on speculative work
• Maintains the firm's expert positioning
• Encourages more meaningful client interactions

By shifting from written proposals to verbal agreements, firms can streamline their business development process and focus on building relationships based on their expertise.

6. Be selective about clients and projects

Selectivity is one of the defining characteristics of the expert. It builds credibility, reduces buying resistance and creates the conditions where it is possible to replace presentations with conversations.

Choose clients wisely. Being selective about clients and projects reinforces a firm's expert positioning and leads to more profitable, fulfilling work. This approach requires clearly defined criteria for ideal clients and the courage to say no to opportunities that don't align with the firm's expertise.

Benefits of selectivity:

• Builds credibility with potential clients
• Reduces time wasted on poor fits
• Allows focus on high-value engagements

By carefully vetting opportunities and clients, firms can build a stronger reputation and attract more of the right kind of work.

7. Build expertise rapidly and continuously

We will view our claim of expertise as a beginning and as a rallying cry for perpetual progress.

Commit to ongoing learning. Once a firm has chosen its focus, it must continuously deepen its expertise to stay ahead of competitors and provide increasing value to clients. This requires a culture of continuous learning and investment in skill development.

Ways to build expertise:

• Writing and publishing thought leadership
• Formalizing and improving work processes
• Training and empowering employees
• Investing in professional development

By prioritizing expertise building, firms can reinforce their positioning and command higher fees for their increasingly valuable services.

8. Don't solve problems before being paid

Our thinking is our highest value product; we will not part with it without appropriate compensation.

Value your expertise. Giving away free solutions devalues a firm's core offering and sets poor expectations with clients. Implement a policy of not beginning work until properly compensated, including upfront deposits for new clients.

Key points:

• Free thinking includes strategy and diagnosis, not just creative work
• Implement a clear policy to avoid misunderstandings
• Require deposits before starting work with new clients

By consistently valuing their expertise and refusing to work for free, firms can establish better client relationships and improve their financial stability.

9. Address money issues early in discussions

Let us commit to memory the Win Without Pitching rule of money: Those who cannot talk about it, do not make it.

Discuss finances upfront. Addressing budget and pricing early in client discussions prevents wasted time and resources on mismatched opportunities. Establish a Minimum Level of Engagement to quickly identify suitable clients and projects.

Benefits of early money discussions:

• Reduces stress and uncertainty
• Weeds out poor financial fits quickly
• Positions the firm as a confident expert

By openly discussing financial expectations, firms can focus their efforts on opportunities that align with their value and avoid underpricing their services.

10. Refuse to work at a loss and charge more

We will build our practice one profitable assignment at a time.

Prioritize profitability. Every engagement should generate a profit that reflects the firm's expertise and value. Avoid the temptation to work at a loss or discount heavily to win new business, as this sets poor expectations and can lead to resentment.

Guidelines for pricing:

• Charge more as expertise deepens
• Use premium pricing as a positioning tool
• Eliminate change orders by building in margin for flexibility

By consistently charging what they're worth, firms can improve client relationships, deliver better service, and build a more sustainable business.

Last updated: August 6, 2024