Chapter 17: How to pitch for an event

Learning objectives


  • What does pitching for an account mean?
  • The personal selling process
  • Develop a unique value position
  • Content of the pitch
  • Elements of an effective pitch
  • Effective presentation skills

What does pitching for an account mean?

Pitching for an account is only one component of a more extensive process. Sometimes the events company on its own will be asked to pitch; sometimes a number of competitors pitch for the same account; and sometimes the events company uses what is called the personal selling process to acquire the account. Personal selling is a popular marketing technique.

The events company will use this technique to market its abilities and create awareness of the company or consultancy. Even if a company was invited to pitch (rather than approach the client themselves) some of the principles of personal selling will apply, as discussed below.

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Event Management

“Putting theory into practice, a South African approach”