Perfect Pitch: The Art of Selling Ideas and Winning New Business

Overview

"What is the most moving, compelling, and ultimately persuasiveargument you ever heard? I'll bet that very few people think of anargument they heard in a conference room presentation."

During his phenomenal twenty-year career in advertising, JonSteel has won more than ninety percent of the new business he haspitched, winning multi-million dollar contracts from clients likeNike, Sony, Pepsi, Porsche, and Hewlett-Packard. Now thisprofessional "pitching coach" for one of the world's largestmarketing communication ...

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Overview

"What is the most moving, compelling, and ultimately persuasiveargument you ever heard? I'll bet that very few people think of anargument they heard in a conference room presentation."

During his phenomenal twenty-year career in advertising, JonSteel has won more than ninety percent of the new business he haspitched, winning multi-million dollar contracts from clients likeNike, Sony, Pepsi, Porsche, and Hewlett-Packard. Now thisprofessional "pitching coach" for one of the world's largestmarketing communication conglomerates shares his secrets. Steelexplains how you really create presentations that win hearts,minds, and new business. He also draws on intriguing presentationexamples from the real world—including the O. J. Simpsontrial, Bill Clinton's presidential debates, the speeches of SirWinston Churchill and Dr. Martin Luther King Jr., and even his ownmarriage proposal to his wife.

Steel identifies the "presentation crimes" committed every dayacross the business world and the pillars on which all successfulpresentations are built. He discusses audience psychology, theimportance of listening, and how to use real-world examples to makepoints more powerfully. Perfect Pitch covers every aspect of thepitch process, from assembling a presentation team to rehearsalsand the preparation of compelling leave-behind documents.

A must-read for advertising and sales professionals, this bookis a should-read for anyone who makes pitches of any sort—fromsales professionals to Realtors who list and sell houses tobusiness executives who want to seal deals. The book ends with aninside look at London's successful dark horse bid for the 2012Olympics—a perfect pitch.

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Editorial Reviews

From the Publisher
"...pitching is a necessary evil, and here Steel dispenses his wisdom on how to come through the other side" (The Drum, October 17th 2008)
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Product Details

  • ISBN-13: 9780471789765
  • Publisher: Wiley
  • Publication date: 10/27/2006
  • Series: Adweek Bks.
  • Edition number: 1
  • Pages: 288
  • Sales rank: 387,005
  • Product dimensions: 6.46 (w) x 9.13 (h) x 1.20 (d)

Meet the Author

JON STEEL is an accidental advertising professional, aco-creator of the famous "got milk?®" ad campaign, and thebestselling author of Truth, Lies, and Advertising: The Art ofAccount Planning, from Wiley. He is currently a new business andtraining consultant for WPP, one of the world's largest marketingcommunication conglomerates. Among other awards, Steel has receivedeleven gold Effies from the American Marketing Association forAdvertising Effectiveness, a David Ogilvy Gold Award, and a BluePeter badge for a letter he wrote, at age ten, to the UK's mostpopular and enduring children's television program.

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Table of Contents

Introduction: An Audience with Steve Jobs.

Chapter 1. Presentation Crime: Why Most Presentations Fail.

Chapter 2. Imperfect Pitch: The People of the State of California v. Orenthal James Simpson.

Chapter 3. Bill Clinton, Johnnie Cochran, and a London Hooker: Learning from the World’s Best Presenters.

Chapter 4. Making Connections: Planning the Perfect Pitch.

Chapter 5. Trevor’s Sledgehammer: Crating room for Thought.

Chapter 6. We Will Fight them in the Boardroom: How to Run a Great Idea by Presenting it Badly.

Chapter 7. Benign Dictatorship: Leading the Perfect Team Pitch.

Chapter 8. The Pitch and Beyond: How to Leave the Client Wanting More.

Chapter 9. The Perfect Pitch: London’s Winning bid for the 2012 Olympic Games.

Acknowledgments.

Bibliography.

Index.

About the Author.
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