Essay — Pitching
Win every
Pitch
15 tips learned in 15 years
Fifteen
strategies
For several years now, I have been helping agencies win their dream clients in pitches. Sometimes I work invisibly in the background, sometimes visibly: in the development, in the client presentation, and in the project delivery that follows.
Over the years, a set of success strategies has emerged. I'd like to share some of them here.
01 Why do you want this client?
Get clear on why you want to work with this client. And no, money should not play the main role. Money comes, money goes. But why this client? Why right now? Be honest and authentic. You don't start a relationship with a lie.
An example: when I helped an agency win Rolex as a client, my reason was: "I find the measurement of time incredibly fascinating. Your brand captivates me because, on the one hand, it embodies memento mori, showing us how precious our time is, and on the other hand, it lives carpe diem through its craftsmanship. It celebrates life. Having both in one product is rare. I would love to support you on your journey." I still stand by that statement with all my heart.
It's good to know your inner drive, because it carries you through the project. A financial incentive may motivate you for the first few months, but after that the relationship enters a different phase.
02 Respect
Sadly, I often see designers and strategists mock the client's current aesthetic. This hubris gets in the way. With an inflated ego, you ruin the project.
The client is not happy with their current strategy and look either, otherwise they wouldn't be looking for support. So honor their legacy. What is the history of the client and their industry? Which visual idea was good in the past but no longer fits the spirit of the times?
03 The goal should not be success
Don't be obsessed with winning. Be obsessed with the task. You approach this with a serving heart: you want to help the client, not win the competition. It sounds paradoxical, but it works. Believe me, the client feels the difference.
04 Client wishes
The brief usually contains the client's wishes. Deliver them. You are a service provider, and that word contains "serve". So serve.
BUT: do a Columbo. "Just one more thing." Show a bold variant, one where you have fun and think beyond the brief, both strategically and visually. Show a vision. Because sometimes the client's wish isn't what they actually need to succeed in the market.
05 Client type
Some clients want to be challenged, some want to be surprised, some want to be affirmed. Try to gauge which type is sitting in front of you and act accordingly. But all clients want one thing: to be entertained.
06 Relationship
Some clients are legally required to pitch. Sometimes the winner is even decided beforehand. Even if you don't want to hear it.
So don't invest too much. A pitch is a first meeting: the client should understand how you think and how you approach the challenge. Without a real relationship, there is no real collaboration, and without that, no individual solution tailored to the client. Make it clear to the client that a pitch is not a relationship, but a first getting-to-know-each-other. Nothing more, nothing less.
So don't put too much heart and energy into it. And don't work too much overtime. 😉
07 Portfolio over pitch
Ask yourselves why you have to pitch at all. Why doesn't your presence, your portfolio, speak so clearly for itself that your dream client hires you directly?
08 Team
Don't just think about who belongs in the pitch based on skills. Also think about who on your established team needs a change of air. Who needs a cognitive break from everyday work and gets to think in a different direction and be wild for once?
Even if you lose the pitch, your team has won. They will bring fresh wind back into the old projects.
09 Structure
Build your presentation logically. Test it beforehand with a few independent pairs of eyes: are there leaps in thought that are hard to follow?
10 Two presentations
Don't overload your presentation with text and small details. What you say doesn't have to appear one-to-one on the slides. The presentation should support you visually, not replace you. Presenting also means entertaining.
Clients usually want the keynote sent to them afterwards. Then everything you said out loud should be written down, as a memory aid and for decision-makers who weren't there.
11 Bullshit bingo
Speak your client's language, not the industry buzzwords they don't understand. They want you to understand them, not to irritate them.
12 Surprise yourselves
Break out of familiar thought patterns. Have fun. Bring in freelancers who offer a different perspective.
13 New paths
If you want to give the client something no one else can, you have to do things no one else does. Sounds easy, until you try it yourself.
14 Five senses
If possible, appeal to all the senses. It often leads to surprising ideas. Send the client a tactile prototype by post if you're not meeting in person. Send your agency presentation as a hardcover book with print finishing. Or create small gifts that fit the pitch and remind the client of you in their everyday life.
15 Pitch after pitch after pitch
A pitch is exhausting. Make sure you don't send the same team from one pitch into the next and wear them out. Unless it's a dedicated pitch team that does nothing else.
In closing
Your pitch idea has to ignite, of course. With a weak idea, you won't win the pitch. But sometimes it's the small things that count. Nobody wants to work with assholes. So show why you aren't one.
I hope these tips help you in the future. If you need support, feel free to get in touch.
About the Author
These essays are written by Christoph Gey, an independent Creative Director and Digital Product Designer based in Germany. With over 15 years of industry experience, his work focuses on the strategic intersection of premium branding and complex digital products.
Within these articles, he explores the deeper mechanics of design - ranging from brand strategy and user experience to neuroaesthetics. True to the philosophy that form follows meaning, these insights are crafted for decision-makers who believe that enduring brands demand substance, not just decoration.
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Let's create something meaningful together
I love what I do - for me, design is less of a job and more of a calling. That's why I enjoy working with ambitious individuals and mid-sized businesses just as much as I do with global players. If you bring that same passion to your project, I’d love to hear from you. Let’s find out together how we can take your vision to the next level.