Pitch something extra to clients that shows your worth

It pays to take the initiative when pitching for new business, writes Manar Al Hinai.

A client of mine wanted a short promotional video in a specific format for their social media channels. I contacted two agencies that I knew could deliver, briefed them on the requirements in an email and scheduled a meeting the following week to discuss the details further.

Agency A sent a junior executive to the meeting, who said that they would deliver exactly as required. They promised to follow our guidelines and assured us the video would be to our satisfaction. The meeting was short, concluding in less than 20 minutes. The next day I met with Agency B. The manager/owner of the business attended the meeting. After I’d briefed her on the requirements, she told me she’d taken the liberty over the weekend to come up with a couple of storyboards and suggestions following our initial email. In addition, she had developed a strategy on how to market the video and offered to include two new filming techniques that would make our video stand out enough to go viral. We decided to work with Agency B. Throughout the filming, the team offered suggestions on how we could film the scenes better, and how by taking certain measures we would be guaranteed more impact.

The thing about most people and services is that they do as they are told. They follow the guidelines required and ask for specific instructions to follow. Successful people and businesses, however, will not simply follow instructions. Just as in the case of Agency B, they not only do the job but they do it right while also influencing the outcome and suggesting ways of enhancing the process along the way. They treat projects in the same way they would their own. Agencies such as A are easily replaced and forgotten. They do not provide anything memorable and as a result may not persuade a company to work for them.

The successful businesses, on the other hand, are initiators. They offer suggestions, pitch in to help and are there with you throughout the process. To stand out in a saturated market, a business owner should be proactive rather than reactive – active rather than passive. Customers are spoilt for choice. Your offering could be the same as that of A, B and C. They may have a corner office and wear sharp suits, but what is going to make a difference is your quality of service, your attention to detail, not sticking to the brief and the passion you bring to work. After working with Agency B and experiencing their enthusiasm, how their suggestions worked to our advantage and how they delivered more than we had anticipated, we continued to work with them on several other projects.

Of course, initiation involves a level of risk. Some might suggest that time spent drafting options for your client that they may not be looking for could be directed elsewhere. Conversely, though, gaining your clients’ trust for the long run is something I would consider an investment worth making.

Start by taking one extra step at a time. Next time a customer asks for something, suggest more than one option. Offer an additional service that might also be beneficial. You could also recommend a way to save money on the project. Clients appreciate our relationship more when I suggest innovative ways for them to save.

The great thing about taking the initiative is that it is a skill that can be acquired. Remember, business does not wait for anyone, and those that initiate lead.

Manar Al Hinai is an award-winning Emirati writer who manages a branding and marketing consultancy in Abu Dhabi. Twitter: @manar_alhinai

Follow The National's Business section on Twitter