How to Establish Your Agency’s Authority in a New Business Pitch
Photo by Vidar Nordli-Mathisen on Unsplash
Every social situation has an implicit hierarchy, and your position within it depends on factors like wealth, popularity, and authority. In a room full of people, we instinctively recognize the alpha—the one who holds the most influence. If there’s more than one, they compete to establish dominance
In a pitch scenario, the client assumes the alpha role by default. They set the rules—determining the time, place, format, and even the content of your presentation. But your chances of winning dramatically increase if you can elevate your status, even temporarily, by positioning yourself as the expert in the room.
If this idea makes you uncomfortable, don’t worry. You don’t need to rely on aggression or bravado to assert your authority. The key is expertise.
The Power of Situational Authority
My life partner is an expert in sailboats and sailboat racing. He runs a business serving boat owners in the Hamptons, a playground for the wealthy and influential. His clients are alphas in their own worlds—CEOs, celebrities, and financiers. But when they step into his domain, the dynamic shifts.
They seek him out, build relationships with him, and trust him to enhance their time on the water—even to help them win regattas. In this setting, he becomes the authority. His clients defer to his expertise, and for the duration of their interaction, he is the alpha.
That’s situational authority—and the same principle applies to you and how you pitch new business at your agency. When you shift the focus from obediently responding to their process to framing your agency as the solution to their business problems, you establish authority.
Here’s how you can do it:
1. Define What You Do Best—And Own It
Many agency owners admit their pitch sounds too similar to their competitors. That’s often because they describe their capabilities broadly, hoping to appeal to everyone. But when you fail to differentiate, clients default to subjective decision-making—like choosing based on spec work or the lowest fees. In both cases, the client remains in control. They say, “jump” and you say, “how high?”
Instead, be clear—and confident—about what your agency does best. A well-defined expertise not only attracts the right clients but also puts you in the driver’s seat when discussing solutions.
2. Focus on the Client’s Problems, Not Your Capabilities
Most agencies deeply understand their clients’ industries and challenges, but when they pitch, they often fall back on generic language that sounds interchangeable with other agencies. Don’t assume the client will recognize your depth of knowledge on their own.
Instead, shift away from messages that center around you to messages that center around them. Demonstrate the ways you are already an expert in solving the problems they routinely face. When you do this, you’re essentially saying: "We can save you time, make you money, and get you the praise and glory you deserve.”
3. Establish Authority Before You Walk in the Room
Your situational authority shouldn’t start the moment you enter the pitch meeting—it should be built well in advance. Use your marketing assets to prequalify and prime your prospects by:
Ensuring your website clearly communicates your expertise
Publishing expert content that reinforces your authority
Highlighting case studies that prove your process leads to repeatable success
Leveraging client testimonials and endorsements from trusted industry voices
By the time a prospect reaches out to you, they already see you as the expert. You’re starting the relationship with a high situational status.
The Confidence to Take the Lead
Check yourself when you find you’re automatically defaulting to the belief that “the client is always right.” While respecting your client is crucial, this mindset can inadvertently undermine your authority. If you approach every pitch from a place of deference, you reinforce the power imbalance.
This isn’t about arrogance or posturing. It’s about recognizing your value and confidently asserting it. When you master the art of situational authority, you don’t just compete in pitches—you control your role in them.