The First Priority: Win Without Pitching We first strive to secure the business before it gets to a defined, competitive selection process in which we are pitted against our peers and asked to give our thinking away for free. This is easiest when the client sees us as the expert and reaches out to us first. It is also easier when we reach out to the client at a time early in the buying cycle, when he is unaware of any need; and we stay with him as he progresses through the buying cycle, at first helping over time, then inspiring when appropriate, and finally, reassuring at the end.
