The Levitan Pitch. Buy This Book. Win More Pitches.

If you run a lean and mean presentation without the dreaded copy overkill, then the leave behind should support your key messages with greater detail.

lean in and listen and make adjustments to your side of the conversation to demonstrate your interest. You won’t bore them with endless stories that are all about you. You will flatter them.

some or all of the agency compensation is put at risk, with payment determined by meeting or delivering a pre-determined set of results or performance criteria. These performance criteria usually fall into one of three categories: Soft (relationship, service delivery, client satisfaction), Medium (marketing and advertising metrics), and Hard (sales

Haiku Deck.

You have to understand your client’s mindset, needs, pain points, rationale, and emotional motivations before you can ever craft an effective sales pitch.

we see as a default that the measures are reduced to the lowest common denominator such as client satisfaction. This has low risk for the agency, but also low value for the advertiser, and so we see this as a performance payment of 5% or 10% of the agency fee.

Chances are good that the client asked a question in the meeting that could be the basis for a follow-up call.

The best situations for performance-based compensation are where the agency or agencies are responsible for direct response. This is increasingly common in the digital domain where consumer behavior can be tracked and the agency rewarded with significant bonuses for delivering increased leads or sales and reducing the cost per acquisition.

Watch Nancy’s TEDx video that presents her sparklines analysis of how Steve Jobs introduced the iPhone. Watch for what she views as Job’s top four dramatic techniques: repeatable sound bites, shocking statistics, evocative visuals, and memorable dramatization.