Grab the tissue with both hands

I have been thinking lately about the role of the tissue session in the new business process. You often hear people bemoaning the loss of a pitch and blaming all sorts of factors and that frequently includes the brief. We've all been there - it can be small, large or a combination of things. But did you really give yourself a true chance by asking for a tissue session and the invaluable opportunity to road test your thinking, your ideas and interrogate the brief fully?

I hear a lot of agencies criticising the brief when things don't go their way, but I have to say, the brief is always a starting point or a framework only. You have to work it, break it down yourself and really understand the challenges and what they are asking for. You will have lots of questions to ask and bags of listening to do and so if a client offers a tissue session - take it. If they don't - ask for one.

It allows you to get the full context, the bigger picture, the personal stake holding your client contact may have in the process. It can reveal the commercial imperatives for the business, how they like to work as people and as a team. Most of all - if you handle it right - you get the chance to think aloud, try out your strategy, an idea or two and get the client's take on your initial thinking.

I went into two tissue sessions recently where the client handled it brilliantly by saying right at the outset "We don't expect you to show us the final strategy or the big idea - just come and share your early thinking and you can ask questions."

Having spoken to quite a few clients about it, they say too many agencies are nervous about exposing themselves before the pitch itself. Many feel vulnerable, Some agencies say they want to save their strategy or their thinking for the big moment. I would say the tissue IS your moment. Why would you not play your thinking back to the source in advance wherever possible? The tissue in other words can be a critical process.

I went in to my recent session with what I thought was THE strategy they needed to follow. It was the perfect opportunity to say: "I've had a thought - I'm not saying it's the absolute answer as yet, but wanted to get your take on the way we are heading." You can never be precious about your thinking at this important stage or at any other in the process. And your openness will serve you well going forward.

For me, it made for such a productive and insightful discussion and debate. It was essentially an exploration on both sides. And the answers and outcomes were good.

It’s also a chance to bond of course and maybe even talk about your perfect suitability for the job –“when we worked for….”

But more important is to listen hard and read the room. Get through your interrogation checklist and be thorough. And remember it's not just what they say that's important - observe the body language, the looks, the eyes, the facial expressions - it will tell you so much.

It's a given that you have done your homework on the client, their market and the trends currently at play. But also consider what they are like as personalities? You are trying to get to the nub of their challenges as clients, but also as individuals. It will help you understand how best to serve them.

And don't be shy to ask for anything? They can only say NO. Do they have current or recent research or brand tracking you can see? Advertising – can you speak to their agency? Do they work to a particular brand model? Can you see it? Are there other people within your business it might be worth us talking to?

As the questions get more numerous as you plan - you should consider sending some of them over before the face-to-face. And if you are able to set a time for the session, try not to take it over 45 mins or you run the risk of losing them or even worse, over-eating into their valuable time. That feeling can spill over into the next stage.

Any good partnership or relationship in life needs a proper 'getting to know you' stage, so try to make sure you get it and work it to the max. Then all you have to worry about is the little matter of the pitch itself.