The more you know the more often you will win.
Knowledge is not information. Knowledge is insight into client’s pains, knowledge about key decision makers, who controls the budget, what has failed in the past and other key nuggets that can control the outcome of the pitch.
The more you know the more it will show.
I know from my experience conducting agency searches for companies from Jenny Craig to Toyo Tires that slivers separate agencies in the end and knowledge can make the crucial difference that will get you the call that you want to receive.
Most agencies are very smart. The only area that most agencies aren’t smart about is how they market themselves.