22 Rules Of Winning Lots Of

New Business**And Growing Profitably

Rule 1: Don’t Lose Accounts

KeepWhatYouHave

Rule 2: Only Pitch The Right Ones

JustSayNo

Rule 3: The Most Important Reason For Winning

CONFIDENCE

Rule 4: What Clients Look For

PASSION

Rule 5: Who To Put On The Team

PeopleWho Get

Along

Rule 6: Who To Keep Out

Anybody Who Disrupts The Team**Even If They Are Terrifically Brilliant

Rule 7: Pitch Team Or Real Team?

Real Team.Always.

Rule 8: The Selection Process Is Relative

PlanToWin

Rule 9: “Right And Wrong” Are Different In New Business

“The Consumer”IsThe Client

Rule 10: The Most Decisive Person Should Have Total Power

Dictatorship

Rules

Rule 11: The War Room

MakeItReal

Rule 12: Backloading

Skew SpendingAnd ImpressionsCloserTo The Pitch

Rule 13: K.I.S.S.

Simple StrategiesAlways BeatComplexStrategies

Rule 14: Charisma

Be Memorable

Rule 15: Monotheism

Don’t ShowTooMuch Work

Rule 16: Lucidity

SyncStrategyAnd Creative

Rule 17: The 100 Days Plan

Demonstrate That You HaveThe Resources And Foresight

Rule 18: Transform Losses

EveryLossIs A Contact

Rule 19: Win Before You Pitch

There Is Always A

Favorite.

Rule 20: 360 Degrees

Address How WorkWill Be AdaptedFor All Audiences**shareholders, press, employees, communities, etc

Rule 21: Vanity

Don’t TalkAbout Yourself.

Rule 22: Humility

CreditYour Clients