We were re-reading a chapter in “Perfect Pitch” by Jon Steel about winning new business.
Jon told the story of how his then USA agency – Goodby, Berlin & Silverstein (GBS) – had won another account in a long line of successive wins.
After their latest win they had a celebratory dinner with the Marketing Director of their new account. They wanted to ask him why he had chosen them but didn’t want to ask the question. Gradually, over the evening their new client revealed all…
He didn’t think they had the best TV idea or the best thinking across the board. What it boiled down to in the end was that they came across as the most united, cohesive and passionate team.
The other agencies didn’t show when they were presenting that they cared about what their colleagues were saying. They would often look out the window or show impatience with how long a colleague was speaking for.
GBS on the other hand were a team interested in everything their colleagues said and collectively passionate about winning the business for the team and the agency.
We have often been asked to emphasise the importance of teamwork in our workshops. We remember an overseas client who wanted it to be central to our training. So we had T-shirts printed with “TEAM – Together Everybody Achieves More”.
Does your team bring out the best in each other?