The Importance of Collaborative Work

During a recent meeting at my work, we had a client that voiced numerous concerns about our marketing pitch. She said it was “too risky” and that the “higher ups wouldn’t sign off.”  Normally, that’s the point when you scrap your idea and return to the drawing board, wasting valuable resources and time.  Luckily, we didn’t have to abandon ship. Instead, we were able to answer all of her objections with thoughtful, insightful answers. In the end, the client signed off.

How was this possible? Was it because we all have silver tongues? Is it because we’re just too smart, and too omniscient to ever get blind-sided by client concerns.

No. (although I wish that was the case!)

The reason we were able to get the thumbs up is because we developed our pitch collaboratively.

Specifically, instead of just going on one person’s gut instinct (normally the HiPPO), we engaged a variety of different disciplines into the pitch development process:

• Web Designers - aesthetics, user interface

• Web Developers - developing realistic online timelines and feasibility

• Marketing Strategist - determining overall strategy and spearheading discussions

• Accounting - making sure everything was under budget

• Legal - making sure risk was adequetly managed

• Interns - providing fresh insight and detail

With these diverse viewpoints, almost any client objection can be addressed before they ever walk in the door.  Of course it’s hard. The accountants will say its too expensive, the legal people will say it’s risky, et cetera, but once you play devil’s advocate and provide realistic solutions for percieved shortcomings, you’re golden.

Then when the client comes in and voices a concern, you can truthfully start you’re answer with, “That’s a great point and something we’ve talked about internally.” Not only does it make you sound more buttoned-up come pitch time, but you will be able to provide solutions that are compelling and realistic —because they’ve been collaboratively thought through.