In 2020, the industry acclimatised rather swiftly to its new online world. Let’s please not dwell on the Zoom quizzes, but instead look at pitching. There was talk about more humanity in the process with marble receptions and swanky boardrooms replaced with patchy WiFi, the doorbell under the strain of Amazon deliveries, and children chipping in with their latest work of art or just happy to tell you what toe-curling thing they’ve been up to when your back was turned.

But now in 2021, we’ve outlived this phase of ‘making do’ and realise that for a few months more, pitching during lockdown is going to be the norm. So how can we continue to make the most of something we’re all a bit (read: extremely) fed up with? How can we ensure that when the post-COVID world finally comes, we’re heading for it not just intact, but with a bagful of learnings and improvements too. 

Our own Associate Board Director and Business Director Stephanie Nattu wrote in PRovoke about how we need to ensure the silver linings of lockdown don’t just disappear. So below, we’ve collated the biggest learnings from almost 12 months of lockdown pitches (with the likes of Chelsea, Lloyds of London, Finlandia, and more); learnings that won't just get you through the next few months, but ensure your pitching comes out of lockdown better than it went in.

1. Rehearse, rehearse, rehearse
This still counts, even on a video call. We’ve heard clients comment back to us and say when something feels disconnected or if there’s no warmth between a team. The less pitching is about the showman, the better; but make sure your team’s chemistry is visible. People (and not just consumers) are coming out of this era more intuitive, don’t forget. We’ve all gotten better at reading rooms even when we’re all in different ones. Thinking about how your team connects now, and putting that out there in the world will serve you better even when sat around the same highly-sanitised table. 

2. Casting
You think about who you’re casting in the room for a physical pitch, and the same amount of scrutiny should be there for a VC pitch. Ask yourself what everyone’s role is too. We hear how ‘So and so didn’t say a word’ and sometimes that's been said about the ECD or Creative Director. It might be easier to join because it’s simply the click of a link away, but if they’re joining to just hear how it went - then direct people to the notes or even a recording if your client agrees to one. Don’t forget how you’re coming across to a client. If there are 10 of you, but only 4 clients, not to mention only 3 of you speaking - that’s not going to be conducive to good chemistry.

3. Take responsibility for time
A client will tell us how the agency ran out of time, or they complained there wasn’t enough time for a Q&A. It’s not the fault of the client though, so be sure to take responsibility for timings. The rehearsals we mention will help, but also get someone to clockwatch and ensure your team gets notifications on how long is left separate to the meeting. This time you have is crucial for an agency to show their wares and don’t forget you’re there to win business - the last thing you want losing it for you, is timekeeping. Even when the dreaded Zoom countdown isn’t constraining your meetings any longer, think about making every minute count. Time will be more valuable when we come out of this; our working practices will most likely be more responsible, so the more done in less time, the better.

4. Have you tried turning it off and on again?
We’ve all been faced with the dreaded ‘Your internet connection is unstable’ message on a Zoom call. To think about it happening during a pitch is enough to turn palms clammy. But remember that we’re all in the same boat, and a client will be far more impressed by you calmly navigating this, or being prepared for it in the first place, than they will by throwing the router out of the window. Run through these scenarios with the team and come up with back-ups for any problems that could gum up your presentation. Make sure things are charged, connected, logged in and ready to go at short notice. Even once we’re back in the same room, problems like the wrong adaptors and uncooperative laptops slow us down. So make sure you’re prepared for technology to be a pain. 

5. Look after your pitch team
Most of the time, running a pitch is your team’s second job. So what are you doing to make a stressful undertaking during a stressful time, less stressful? Think about what you can do in the absence of buying a round, or taking them out for a lunch after. Think takeaways, days in lieu - anything for them to claw back a bit of time to themselves away from the coal face. Make things easy for them by moving meetings, or checking in after to see what can move. And most importantly, don’t forget to celebrate each pitch win during lockdown. Then once the pubs are open, give your team the chance to celebrate how they want to - if they want to do that down the local, fine. But equally, carve out the space for them if they simply want to have a lie in or find some headspace in what could be a frantic return to old ways.