Pitch Perfect: 4 tips for winning new business | The Drum

2. Weave price into your pitch narrative

Once you’ve made it to the pitch, the inevitable question will be asked – how much?

Paul Williamson, managing director at Sports Ink, suggested that at the moment, agencies see price as something to simply put in at the very end of a document rather than an “incredibly important” part of winning over a client.

As the man behind the pricing strategy for the 2012 London Olympics and the 2015 Rugby World Cup he had some sage advice for business owners – use price as part of the pitch narrative.

Under his direction, tickets for London 2012 ranged from £20.12 right up to £2,012. But crucially for all events – be it athletics on a Saturday or judo on a Monday morning – the base price was the same and as such sent the message people that no one event was better than the other.

Meanwhile, for the 2015 Rugby World Cup, pricing centred on the number 15. The price of a ticket – at the lowest – was £20.15 while the limit for buying a group of tickets was upped to 15 to encourage rugby teams to come together and watch a game.

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Pitch Perfect: 4 tips for winning new business | The Drum.