Eating at the Agency Big Kids Table (when you're "little")

I loved reading Malcolm Gladwell's New Yorker column detailing the frequency in which we see David vs. Goliath stories in history, and how we can predict potentially success outcomes in these situations.

Having been at a large agency (and now at a small one), I can appreciate his insights. When it applies to new business pitches, you don't often see smaller agencies getting the chance to pitch against the big boys. Most client reviews include agencies of relatively similar size and capabilities, as they give their search consultants specific criteria upfront. Occasionally, you do see other agencies get in on the pitch, but it normally happens through unique circumstances (Current Network's RFP via Twitter is a good example).

For those with smaller agencies, some key points for you to remember as an account executive when pitching new business against larger agencies....

-Understand what got you in the review in the first place. The client included you in the RFP for a specific reason, and it wasn't because of how much you had in billings the prior year or how many hundreds of people you have on staff. Whether it's talking to the search consultant or the client themselves, understand what it was about your agency that attracted them to you and leverage the hell out of it in your pitch.

-Understand how your agency fits the operational requirements to service the account. For example, if the pitch is for a packaged goods branding assignment, operations would be fairly simple. If the pitch is for national branding and local execution for a QSR client, the needs change dramatically. The greater the operational demand, the more challenges you're going to face in the eyes of your client vs. larger agencies who have greater built-in resources to handle the business.

-Good ideas can come from anywhere, but execution is the result of detail-oriented people and organized process. Big agencies can throw more bodies in to solve execution problems (especially related to volume). Small agencies don't have that luxury...and that's a positive. You aren't constrained by existing structure or obsolete process...you can much more easily tailor a process that gets your executional needs with little waster. Don't forget to point that out.

-Take a risk...you "aren't supposed to be" in these kinds of pitches...don't waste the chance by playing it safe. What's the most unique (but still appropriate) way you can communicate your most compelling reason to be hired?

-Act like you belong. Don't embellish the idea that it's so great the prospect is giving a smaller agency a chance. It looks defensive and unconfident.

- If you don't have the chops,...get out. don't set yourself up for failure and embarassment for your agency that would tarnish your reputation in the marketplace.

-Above all, approach the challenge differently than your larger competitors would. Trying to play on their level (big agency solutions) is going to get you beat almost every time. Your chances for winning go up significantly when you redefine the terms and fight the battle on your level. Take general assumptions about the way things have to work and challenge them...innovation only comes through being forced to find other options.

I'd be curious to hear thoughts from others on how a smaller agency can successfully approach pitches against the big boys.