When talking to potential clients agencies obsess over their proposals. The creds deck, speculative pitch work, pricing etc, are all important of course, but STANDSTILL agencies often overlook a pivotal factor; who are they actually talking to?
STANDOUT agencies deal with decision-makers.
If you’re not talking directly to the person that can hire and fire you, then not only are your chances of winning that client drastically reduced, but the chances of you doing a lot of work upfront – for no return – are dramatically increased.
Always negotiate with a decision-maker. The more work you are asked to do before being appointed, the more vital this is.