Earlier today at The Second City in Chicago, Stephan Argent, Founder & CEO of Listenmore, delivered a sharp, funny, and brutally honest AMA to a packed room of independent agencies at the Worldwide Partners, Inc. global meeting.
Based in Canada, Argent has led or consulted on hundreds of pitch processes across North America. His self-described role? A pitch doctor. A corporate psychiatrist. A chief listener. And most importantly, a truth-teller when it comes to what agencies get right—and what they often get wrong.
This wasn’t a theory-laden masterclass. It was a rapid-fire download of ten lessons forged from real experience. 10 key points stood out—and we’re sharing them below.
1. The Pitch Isn’t About You—It’s About Them
Agencies love to talk about themselves: origin stories, mission statements, org charts, five-minute monologues about how much they care. But here’s the truth: clients don’t care. They’re in the room to solve a problem—not to sit through your greatest hits. Credentials decks often default to inward-facing narratives. The shift Argent insists on is simple but radical: lead with empathy. Use every slide and statement to reflect the client’s challenge and how you’re the best possible partner to solve it.
Key takeaway: You’re not the hero—they are. Be the guide, not the protagonist.
2. Credentials Are Only Meant to Get the Next Meeting
Argent was crystal clear: the goal of a creds presentation isn’t to win the pitch. It’s to earn the next conversation. That might be with the CEO, the procurement lead, or the brand team—but cramming everything into one session only dilutes your impact. Think of your creds like a great first date. Don’t overshare. Don’t force your entire life story into 45 minutes. Instead, build intrigue and trust that leads to the next step.
Key takeaway: A great pitch leaves them curious, not overwhelmed.
3. Be Human, Be Memorable
The stories that land are human ones. Argent told a story about introducing himself not with his title, but with a personal anecdote about being buried in East Africa and surviving a tsunami. Suddenly, he wasn’t a consultant—he was a person. Clients don’t remember job titles. They remember the person who made them feel something. Especially in Zoom pitches, human moments cut through the noise.
Key takeaway: Don’t pitch as a title. Show up as a person.
4. Kill the Sizzle Reel (or Use It Wisely)
Sizzle reels are the agency world’s hype machine—but to Argent, most come off like “leftovers in a frying pan.” They’re often high on energy, low on clarity, and confusing to clients who don’t know what to take away. Play your reel as ambient pre-roll if you must. But once the creds start, get specific. What did your work achieve? What was hard about it? What role did your team play? That’s what clients need to know.
Key takeaway: A sizzle reel without strategy is just noise.
5. Get Your House in Order—Especially Online
When Argent visits an agency website, he wants to know four things fast: what you do, who you do it for, how to contact someone immediately, and whether there are any conflicts. Most agency websites? “Agency porn,” built to impress peers—not help clients. Clients aren’t browsing your site for fun. They’re pressure-testing whether to call you. Make it easy to say yes.
Key takeaway: You’re not designing for Awwwards. You’re designing for action.
6. Don’t Chase Every RFP—Be Intentional
When you pitch for everything, you stand for nothing. Agencies that say “yes” to everything burn time, demoralize teams, and dilute their brand. Instead, Argent advises: know what you want, say it out loud, and build visible proof around it. Publish a POV. Write about your category. Share a mini white paper. It’s how one blog post landed Argent a $10K consulting gig.
Key takeaway: Build gravity. Let the right work find you.
7. Stop Selling. Start Building Relationships.
Clients aren’t looking for a hard sell. They want a smart partner. Agencies that consistently show up with relevance—via LinkedIn posts, newsletters, small asks, and sharp insights—build trust over time. Stop shouting “We won Cannes!” into the void. Start saying “Here’s what this means for your business.”
Key takeaway: Consistency > charisma.
8. Condense to What Matters (15-Minute Rule)
If you have a 60-minute slot, Argent suggests using just 15 minutes for the creds. The rest should be conversation, discussion, and problem-solving. If they want more, they’ll ask. If they don’t, you’ve saved them time—and earned goodwill. Agencies think time equals value. Clients think clarity equals value. Respect their time, and you’ll earn more of it.
Key takeaway: Be the agency that makes it easy to say yes.
9. Use Case Studies Throughout, Not Just at the End
Don’t wait until slide 47 to finally show what you’ve done. Argent recommends seeding mini-case studies early and often. Lead with a challenge. Show what you did. Share results. Repeat. You’re not just telling stories—you’re backing up every promise. That’s how you reduce risk and increase trust.
Key takeaway: Prove it as you go.
10. Address Elephant-in-the-Room Concerns (Like Conflicts or Scope Creep)
If something’s going to derail the relationship—be it category conflicts, scope bloat, or mismatched expectations—say it early. Agencies that avoid hard conversations lose credibility. Agencies that surface them build trust. Argent’s motto? “A fast no is better than a slow maybe.” Better to step aside than waste resources chasing a ghost.
Key takeaway: Radical candor wins more than false hope.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
