Competitive Review/RFP Performance: Converting More Business at a Premium Fee

Dec 1, 2017

From beginning to end, learn an innovative approach that consistently increases your odds of converting business. Step-by-step, you will move through each stage of the competitive review/RFP process, with the goal of learning strategic – and contrarian – methods that will separate you from the pack and hook prospects in unexpected ways.

Get your team members to better commit, better focus and make their best possible contribution to converting the business. Most importantly, you’ll learn how to better correlate the agency’s work to client business outcomes, increasing your ability to command a higher fee.

Who should attend?
Mid to senior level team members with responsibility for business development for either or both new and existing clients.

The trainer
Brent Hodgins is managing partner of Mirren, a firm that specializes in new business training for agencies in digital, PR, advertising, promotions, experiential and design. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars.

Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team and his clients to accept nothing less than a total commitment to growth. His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, he believes you have no choice but to break many rules of prospecting and competitive pitching, as the process is purposely designed by clients to commoditize agencies.

He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, it’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the room.”

Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched the digital group in New York, before moving into new business at Wieden + Kennedy. He regularly guest lectures at Harvard, MIT, NYU, Wharton and Columbia business schools.


Insitute of Communication Agencies
2300 Yonge Street, Suite 3002
Toronto, Ontario M4P1E4