2. So You Think You Can Pitch?
Using Industry Insights from Marketing and Advertising to Help Secure Your Win at Orals

3. “Make it simple, but significant” – Don Draper
You can have a great idea, approach or solution but if you can’t communicate your idea persuasively in a compelling pitch…it doesn’t matter.
How many people here have participated in pitches, orals presentations to a client or customer? …
For those of you that didn’t raise your hand, maybe you are new to the world of proposals, maybe your are not a subject matter expert who is part of the orals team. But you do pitch in your every day lives…. You might just not realize it yet.
So what makes this ONE session different from all the others? We are not going to tell you need less text, more visuals, good graphics – no, we are going to tell you how to get into the mind and heart of the evaluator.
Our talk today focuses on our insights and experience from the marketing and advertising industry, sharing our stories and first hand experiences along the way…and also using some examples from TED Talks and even Mad Men to reinforce our message and breakdown the “formula” to secure your win at orals.

4. Getting the Response You Want
Getting the response you want starts with developing your pitch or presentation that align with a simple process – all great pitches or orals presentations follow this format.
We are going to break down the elements and demonstrate first hand through mock pitches, how these tactics can be used when conducting an oral presentation to the Government and in a pitch to a commercial client.
No matter the client, the key elements to a good pitch remain the same, and while every element of the art of the pitch is equally as important, nothing sells your service or product better than storytelling and inspiration.

5. TED Talks are one of the best sales pitches in the world – but they’re not presented as pitches – they are lectures, conversations….STORIES
Their purpose is to sell this idea so it’s embraced, adopted
Isn’t that the same goal that we all have? We all want our businesses, our solutions, our products to be embraced, adopted and of course AWARDED!
If there is one thing we can learn from TED it’s this - the great formula that makes TED Talks and the series Mad Men so successful is that a great sales pitch has storytelling at its center.
<<INSERT CLIP HERE AFTER THIS SLIDE>>

6. <<TedTalk video clip>>
Video clip is too large to with the PPT

7. The Formula Idea Inspiration Information Impediment Impact
The basic components or formula of what makes a good pitch to a commercial client or a Government source evaluation board can be used in your personal and professional lives. These tactics can be used not only to work new work they can be used to influence project teams, your boss, your spouse or significant other even.

8. What’s Your Big Idea?
You have only a few seconds to get your audiences’ attention and to get them engaged.
Within the first 30 seconds to 2 minutes into the presentation, the speaker has uttered an essential phrase that encapsulates the message they want the audience to take away – The Big Idea
What is your Tag Line or pitch phrase to get them hooked and engaged with you and your team? How do you set the overall tone for the next 20, 30 or 90 minutes with your client?

9. What is Your Big Idea?
Exercise – Write down your big idea – the thing that makes your product or service worth putting into the world – in a sentence of 15 words or less
What is your big idea?
– quick exercise – take out some pen and paper and write down your big idea – the thing that makes your product or service worth putting into the world – in a sentence of 15 words or less
Throughout this talk today we’ll have a few of these short exercises so you can start to understand the formula and how to apply it to your next ptich.

10. What Inspires You?
Convince your audience why the ideas are worth spreading
Get the audience emotionally engaged
Most effective way to create an emotional connection – tell a story!

11. What Inspires You?
Exercise – Why does your company or brand do what it does? What inspired your company to be different from everyone else?
Exercise – why does your company or brand do what it does? What inspired your company to be different from everyone else?
- Take a few seconds to write down your inspirational statement

12. MadMen was known for its killer presentations by pitchman extraordinaire – Don Draper. Before we get too far into the “formula” I want to bring in another example for you to show you all how to really setup Your Big Idea and Inspiration.

13. What Information Do You Have?
What is the evidence you have to support your big idea

14. What Information Do You Have?
Exercise – what statistical information and research do you have to share about your service or product to back up your big idea – proof points, client testimonies, past performance examples
Exercise – take a few minutes to jot down any proof points, PP examples that can demonstrate that you have evidence to support your big idea

15. What are the Impediments?
Create some drama by bringing some conflict to the story
What is the one thing holding the client back from embracing the Big Idea?
Purposely reference failures, trials and tribulations - it makes you real – talk about what went wrong and how you got it back on track – clients don’t care what happens when it goes right, they care about how you fix it when it goes wrong
Be honest, have a real conversation, the key is to get in front of those impediments so that your solution and your big idea shine through

16. What are the Impediments?
Exercise – what is the battle you and your audience must partner to fight? What might be holding your client back?
Exercise – what are things that might be standing in the way of you closing the deal with the client?
In using those proof points that you just jotted down you, can use those to help your client understand and minimize any risk or unsure feelings that they might have

17. What is Your Impact?
What is that special wow factor that you and your company bring – what is your impact on the product, service or contract that makes you stand out from the rest
By hiring your company – what will you bring to the table?
Taking another look at the big idea now that you have the audience emotionally invested in it
What can happen as a result of your idea working

18. What is Your Impact?
Exercise – What is that impact, what will you bring? Take a few seconds and write that down.
Exercise – what is that impact – what will you bring? Take a few seconds and write that down.

19. Let’s Review Idea Inspiration Information Impediment Impact
Silent clip that we can talk over to focus back on the 5 steps of the formula that we talked about. Need to summarize those.
Idea
Inspiration
Information
Impediment
Impact
Ted Talks are always focused on the IDEA
Setup the next phase of this which is looking at MadMen clip

20. Making it Work
How can you can this formula to use it for commercial and government clients?
Walk through one entire example of a brief pitch that CHIEF has done to a client – should take no more than 1 minute
walk through a second example of Govt. style orals presentation – should take no more than 1 minute

21. Putting it in Practice Exercise Divide into groups of 5
Using this formula, develop a 2 minute pitch
The topic – convincing your organization on why you should change your pitch process
You have 10 minutes
Exercise – have everyone divide into small groups to use this formula to pitch your own topic
We will call up 4 or 5 groups and have them to develop a 2 minute pitch to share with the audience
Small prizes will be given to the top pitch team

22. The Real Win Idea Emotion Stories
Idea – is backed by your proof points
Emotion – is the connection, facilitates engagement
Stories – make it real (not academic), memorable and help to mitigate the impediments that your client might have surrounding your idea

23. Thank you & Questions

24. Contact Us
Dave Rinaldo, COO Hillary Fredrick, Associate Director