This is the third session in the Competitive Reviews / RFPs series. Select "Register Now" to join the series.

Series Overview

Converting Competitive Reviews / RFPs: Method, Motivation, Accountability

Pitching new business isn't so bad. After all, who doesn't enjoy pounding through three months of work in only weeks or days – for free.

To that end, we bring order to the chaos of pitching. We completely deconstruct and improve your process. Our approach is down to a science – strategic and methodical – but often contrarian. If you follow all the rules of the process and never actually lead the client, your ability to convert drops considerably. 

Ultimately, the goal is to directly impact your win rate by turning your pitch teams into client business partners – more effectively uncovering and addressing business outcomes. To achieve this, our approach leans in hard. It is proactive, client-centric, consumer-insight driven, focused on meaningful business impact, and efficient to deliver. From beginning to end, we break down the entire pitch process. 

At the end of each session, you will outline action items you can immediately begin implementing. 

Importantly, competitive reviews can still be the fastest path to large pieces of business. They provide a significant revenue opportunity – but only when orchestrated effectively. 

Throughout this series, we’ll cover key concepts that include: 

  • Build Systems:
    Outline a custom process for your agency; one that you can codify and efficiently scale out across all reviews.
  • Pitch Activation:
    Kick-off every review with a rock solid strategy and approach; one that will align your team on the best approach to convert each particular opportunity.
  • Qualify the Lead, Qualify the Agency:
    Custom to your agency, articulate a set of criteria to more effectively identify and pursue the strongest opportunities.
  • Senior Decision-Maker Access:
    Whether or not it has been offered, get more access to client-side decision-makers, uncovering exactly what it will take to win.
  • Correlate Work to Client Business Outcomes:
    Better connect every aspect of the agency’s output to the client's most critical business and marketing KPIs.
  • Questionnaire Responses & Case Studies:
    Transform these into powerful selling documents by communicating complex information in a way that ensures the benefit of your unique capabilities is punching through in no uncertain terms.
  • Agency Capabilities:
    Whether a written submission or an in-person meeting, deliver the agency’s story in a manner that outlines the impact you’ll have on the client’s business. In fact, turn capabilities meetings into diagnostic work sessions.
  • Strategic Horsepower:
    Client expectations of agency strategy have spiked, therefore your entire strategic output must address how your insights and strategy will unlock client business growth potential.
  • Final Pitch Presentations:
    Create and deliver dynamic, engaging and persuasive presentations with a methodical structure that can be scaled across all pitches.
  • Why You Lost:
    In cases where you “come in second,” learn how to uncover the truth about where your agency most needs to improve.
  • Search Consultants:
    Better leverage these key matchmakers to drive more new business opportunities. You are in pitches to win — this training is about winning business.

This Session

Session 3 of 6: Senior Decison-Maker Discovery: Uncover What It's Going to Take to Win the Pitch
1:00 – 2:00pm ET

Knowing what's really going on behind the scenes of a competitive review will make or break most pitch attempts. This training focuses on how to orchestrate client senior decision-maker discovery, even when access is being blocked:

  1. Uncover the client’s real objectives for the review.
  2. Get the inside intel on what it’s going to take to win the review.
  3. Build a personal relationship with the decision-maker.

The sooner you gather this critical intel, the faster your team will be aligned on the most effective plan to convert the business.

Next Sessions 

June 18, 1:00 - 2:30pm ET  - Session 4:  New Business Writing: Capabilities, Questionnaires & Case Studies That Convert
June 21, 1:00 - 2:00pm ET  - Session 5:  Genuine Target Audience Insight: A Key Tool to Convert the Business
June 28, 1:00 - 2:30pm ET - Session 6:  Final Pitch Presentations: Command the Room With More Powerful Decks & Theater

 
Note, if you register for one session, you are automatically enrolled in and can join the entire series. You can still join remaining sessions if the series has begun.
 
 
Training Materials:
A printed handout will be provided following each session as your team progresses through the course.
 
 
Mirren Membership includes access to all Mirren Webinars (Single Viewer or Conference Room) for no additional fee. You can learn more here, email Member Services, or call 866-508-0523.
 
 
Member Non-Member

This option provides one login and one digital handout for one participant. NOTE: If multiple team members from your office are interested in participating, please choose the Conference Room option below.

Single Viewer
$0 $785

This is the recommended option for access by several participants, viewing from a conference room. A single login is and digital handout provided for the group. NOTE: If logins are needed across multiple offices, please select one of the Multiple Locations options below.

Conference Room
$0 $885

This option includes access for up to 4 locations or devices, providing 1 login and 1 digital handout per location.

Multiple Locations
$585 $1085

Within 72 hours of each class, we will provide a special link and password to view each recording for 3 weeks.

View Class Recordings (For 3 Weeks After Class)
$485 $885
Register Now

About the Instructor

Brent Hodgins

Managing Director

Brent Hodgins is the Managing Director of Mirren. Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team, and his clients to accept nothing less than a commitment to growth.

His

... Read more

Brent Hodgins

Managing Director

Brent Hodgins is the Managing Director of Mirren. Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team, and his clients to accept nothing less than a commitment to growth.

His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, he believes you have no choice but to break many rules of prospecting and competitive reviews, as the process is purposely designed by clients to commoditize agencies. He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, it’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve.”

Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched their digital group in New York, before moving into new business at Wieden + Kennedy. He regularly guest lectures at NYU Stern and Columbia business schools.

After 17 years in New York, Brent recently moved to Seattle to open Mirren’s west coast office. He resides in the Ballard area with his wife and son.

Read less

Nadine Tull

Director, Agency Growth Strategy

Nadine is a Training Director at Mirren. Through her 15+ years in the industry, she has built a business-focused outlook with clients in order to avoid “vendor” status and to protect the long-term relationship. Clients are looking for business partners, and not simply tactical executions. It

... Read more

Nadine Tull

Director, Agency Growth Strategy

Nadine is a Training Director at Mirren. Through her 15+ years in the industry, she has built a business-focused outlook with clients in order to avoid “vendor” status and to protect the long-term relationship. Clients are looking for business partners, and not simply tactical executions. It is essential to frame your efforts, no matter how big or small, through this lens.

Nadine spent the majority of her career at various agencies in Los Angeles and has worked with retail powerhouse clients, including Taco Bell and T-Mobile. She moved to a WPP shop in Seattle, Cole & Weber, to lead key accounts and new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth. She expanded their digital ecosystem, grew the account scope within the agency, and successfully defended against a large competitive review, securing the business for 6 additional years.

Always a West Coast city girl, she lives downtown and is a huge fan of Seattle’s theater and event schedule.

Read less

Try Mirren Membership for No Fee

Start Converting More Business, More Quickly With All that Membership Has to Offer:Daily Leads, On-Demand Video Training Library, Search Consultant Directory, New Business Tools, and More

Join Mirren to view this content

Mirren Membership provides exclusive access to a cutting-edge community and the best practices that are working to convert more business.

Log In Learn About Membership

Please Log In

To bring your membership account to current billing status, please log in below and then update your billing information.
If you have any questions, please contact member services.

Log In

We Are Here To Help

If you have any questions, please contact Member Services by emailing
member.services@mirren.com or calling 212-388-9544.

We are available Monday through Friday, from 10:00am – 8:00pm
Eastern. You may also contact us after hours by email, as we're
often online outside the main hours.

CHANGING YOUR MEMBERSHIP

Contact Member Services to upgrade your membership to premium or downgrade to entry level.

Please provide your name, agency name, email address, phone number and specific request.
You'll receive an email confirmation back from our team. You can learn more about both levels on the Membership Page.

Are You Sure?

Cancel Sign Out

Adding More Team Members to Mirren

Membership includes unlimited seats from your office location (or all of your offices if you have a multi-office / national membership).

To add more team members, simply email Member Services with the following information for each team member:

Be sure to email us from the same email you use with your Mirren Membership.

We will set up their membership and contact them with their login information within 1 - 2 business days