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Drei Phasen des New-Business-Pitch

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Pitches sind die Königsdisziplin jeder Werbeagentur. Wettbewerbspräsentationen, die so genanten Pitches sind der Schlüssel zu neuen Aufträgen. Meist ungeliebt, aber oft unumgänglich. Wer Pitches gewinnen will muss diese als überaus komplexen Prozess begreifen und vorausschauend planen.

Die folgende Grafik soll zum einen verdeutlichen, fast jeder Pitch aus drei Phasen besteht, wovon aus meiner Erfahrung gerade die wichtige dritte Phase leider oft sträflich vernachlässigt wird.

Die drei Pitch-Phasen habe ich dann in sinnvolle Projektschritte unterteilt, denen dann (unterhalb der Pfeile) konkrete Ziele und zu leistende Aufgaben zugeordnet sind.

Ich hoffe, die Grafik kann Pitch-Managern mit wenig Erfahrung dabei helfen, den nächsten Pitch besser zu planen und alte New-Business-Hasen noch die eine oder Anregung geben, wie der nächste Pitch noch besser strukturiert und geplant werden kann.

Veröffentlicht in: Business
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Drei Phasen des New-Business-Pitch

  1. 1. DER NEW-BUSINESS- PITCH UND SEINE DREI PHASEN. Wie Sie den nächsten Pitch 
 besser planen und managen können. NEW DOCTORBUSINESS + ANDREAS WIEHRDT NEW BUSINESS IS MY BUSINESS. + NEW DOCTORBUSINESS ANDREAS WIEHRDT NEW BUSINESS IS MY BUSINESS. + NEW DOCTORBUSINESS +
  2. 2. Der Pitch in drei Phasen. ! Pitches sind die Königsdisziplin jeder Werbeagentur. Wettbewerbspräsentationen, die so genanten Pitches sind der Schlüssel zu neuen Aufträgen. Meist ungeliebt, aber oft unumgänglich. Wer Pitches gewinnen will muss diese als überaus komplexen Prozess begreifen und vorausschauend planen. ! Die folgende Grafik soll zum einen verdeutlichen, fast jeder Pitch aus drei Phasen besteht, wovon aus meiner Erfahrung gerade die wichtige dritte Phase leider oft sträflich vernachlässigt wird. ! Die drei Pitch-Phasen habe ich dann in sinnvolle Projektschritte unterteilt, denen dann (unterhalb der Pfeile) konkrete Ziele und zu leistende Aufgaben zugeordnet sind. ! Ich hoffe, die Grafik kann Pitch-Managern mit wenig Erfahrung dabei helfen, den nächsten Pitch besser zu planen und alte New-Business-Hasen noch die eine oder Anregung geben, wie der nächste Pitch noch besser strukturiert und geplant werden kann. ! Ihr New Business Doctor
  3. 3. + © 2013 | Andreas Wiehrdt | www.nb-doc.de | DER PITCH-PROZESS. !3 Akquise • Bekanntheit und Sympa- thie für Agen- tur aufbauen • Inbound- und Outbound- Marketing • Kaltakquise AKQUISE PITCH POST-PITCHPRE-PITCH SCREENING Screening • Credential- Präsentation • Chemistry- Meeting • Von der Long- List zur Short- List BRIEFING Briefing • schriftliches Briefing • persönliches Briefing RE-BRIEFING Re-Briefing • Zusammen- fassung des Briefings aus Agentursicht • Abarbeiten des Fragen- katalogs SCHULTERBLICK Schulterblick • Feedback zu alternativen strategischen oder kreativen Routen ein- holen PRÄSENTATION Präsentation • Präsentation der Agentur- empfehlung vor dem Ent- scheider- gremium • Beantworten offener Fragen des poten- ziellen Kunden ENTSCHEIDUNG Entscheidung • Entscheidung des Auftragge- bers für einen Agenturpart- ner bezieh- ungsweise eine präsen- tierte Lösung VERHANDLUNG Verhandlung • Verhandlung über die Rah- menbedingung en, Verant- wortlichkeiten und Regeln der Zusam- menarbeit • Agenturvertrag ZUS'ARBEIT Zusammen- arbeit • Laufende Zu- sammenarbeit • Tagesgeschäft REVIEW Review • Regelmäßige Überprüfung und Bewer- tung der Zu- sammenarbeit (mind. jährlich)
  4. 4. www.nb-doc.de

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