People buy people

Best content pitch in world won’t win if prospect not (already) happy
with the people. Are they a genuine team? Are they ‘my kind’ of
people? – which varies by individual client.

Most of initial relationship building must take place before or
during pitch process. “Casting and chemistry” should be under
review throughout.

Good rehearsal can reinforce the people dimension – the sense of
teamwork, individuals’ comfort in their roles, infectious enthusiasm,
crackling energy. It will increase confidence.

Common error: people avoid rehearsal – “I’m better in the real thing”
– nonsense. The more you rehearse, the more natural and engaging
you will be. Rehearsing makes nice people nicer.

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