How Many People Should You Bring To The Next Marketing Pitch?

Have you ever wondered whom you should bring along with you to an upcoming marketing meeting? This is a question I am frequently asked by clients. What's my recommendation? Typically, I recommend you go it alone. At least for the first meeting.

Recently, three different clients faced this issue as they were setting up a meeting with a prospective client. Each felt obligated to bring along at least one other person. The circumstances of each person's dilemma varied.

1. One felt obligated to bring along the partner who had introduced her to the prospect, because she didn't want to appear to be "stealing" the client. She felt this obligation even though she had initiated the meeting, the topic being discussed was not in the partner’s area of expertise and the prospective client had not suggested that the other partner attend.
2. Another felt that because both she and her partner had previously worked with the prospect on a different matter, they should both go to the meeting. She felt this way even though the subject of the meeting did not involve her partner's practice area.
3. The third client was being pressed by the head of her practice group to bring along a phalanx of partners and associates to show the firm's depth in the practice area. The prospective client had not asked to meet others in the firm who might have relevant experience or who might staff the matter.

In all three of these cases I advised, contrary to the common adage, that more is not merrier. Rather, less is more. This advice applies to most marketing situations. The more people who are present at a marketing pitch, the more likely it is to get off track.

First of all, when the number of people pitching exceeds the number of people being pitched, the potential client may feel "ganged up on". This leads to a defensive posture on the part of the prospect that makes it less likely that the he or she will be open and communicative.

Further, the more people present, the less likely it is that the presentation will proceed with a clear, focused voice. Not all the participants may be appropriately prepared.