<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dbd44d7e43772de32017_top-10-dark-green-banner-3-68ac8a513e1b0251164913.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Top 10: Micro-Moments That Build Rapport in a Pitch Without Feeling Forced</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>25 August 2025</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Rapport is often described as the invisible advantage in a pitch. It is not built through charm or charisma alone, but through the way you make people feel across dozens of small interactions.</p> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#01</span> <h3 class="gn-list-item__title">Referencing something they said before the session</h3> </div> <p class="gn-reveal">A small callback to a pre-call or email can be more powerful than a polished case study. Saying, "You mentioned X in our prep call, so we kept that in mind," shows that you actually listened and integrated their words into your thinking.</p> <p class="gn-reveal">Too often, agencies prepare in isolation and return with work that feels disconnected from earlier conversations. This moment proves you take client input seriously and can act on it quickly. It also reinforces the idea that collaboration starts before the contract is signed.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#02</span> <h3 class="gn-list-item__title">Customising the first slide beyond logos</h3> </div> <p class="gn-reveal">Logos on the title slide are the bare minimum. Brands have seen it a hundred times before. Instead, bring in their colour palette, product imagery, or a category reference that feels fresh and specific.</p> <p class="gn-reveal">These small touches say, "We built this for you." It reassures the client before you have even spoken that they are not looking at a recycled deck. It also sets a subconscious tone that details matter to your agency, and that you will put the same effort into their campaigns.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#03</span> <h3 class="gn-list-item__title">Naming the audience in the room</h3> </div> <p class="gn-reveal">Acknowledging who is in the meeting and what they care about makes people feel respected and included. Saying something like, "We have shaped this with both the marketing and product teams in mind," signals you understand the mix of disciplines present.</p> <p class="gn-reveal">In multi-stakeholder settings, it demonstrates that you can adapt to different perspectives, and it builds confidence that your agency can navigate complexity without overlooking anyone.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#04</span> <h3 class="gn-list-item__title">Asking one genuine, unscripted question</h3> </div> <p class="gn-reveal">Instead of running through your deck like a monologue, take a moment to pause and ask something real. It could be, "How has this challenge played out internally so far?" or "What does success here look like to your team specifically?"</p> <p class="gn-reveal">This breaks the performance feel of a pitch and creates a conversation. It shows that you are not just presenting, you are listening. Clients appreciate agencies that show curiosity in the moment, not just in the brief.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#05</span> <h3 class="gn-list-item__title">Smiling when they do</h3> </div> <p class="gn-reveal">Human connection often lives in small, nonverbal cues. If the client smiles, laughs at a light remark, or shows warmth, reflect that energy naturally. Especially on video calls, where rapport is harder to build, this mirroring shows attentiveness without being performative.</p> <p class="gn-reveal">Clients will not remember every line of your pitch, but they will remember whether you made the meeting feel comfortable and collaborative.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#06</span> <h3 class="gn-list-item__title">Letting the right team member take the question</h3> </div> <p class="gn-reveal">How you handle questions says as much about your agency as the answer itself. When you pass a technical question to your strategist or let your Account Director explain the delivery detail, you show trust in your team.</p> <p class="gn-reveal">It demonstrates depth, collaboration, and confidence. Clients notice when agencies have to funnel everything through one spokesperson, and it can signal a lack of bench strength. Passing questions smoothly shows you are already functioning as a team they could work with.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#07</span> <h3 class="gn-list-item__title">Sharing a quick behind-the-scenes detail</h3> </div> <p class="gn-reveal">Dropping in a short origin story for an idea makes the work feel human. For example, "This concept came out of a late-night discussion between our Head of Content and a retail client." It does two things: it signals experience with relevant challenges, and it shows that your team collaborates creatively beyond what is on the slide.</p> <p class="gn-reveal">These anecdotes help clients feel closer to the process, which makes them more comfortable trusting your recommendations.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#08</span> <h3 class="gn-list-item__title">Not overexplaining the obvious</h3> </div> <p class="gn-reveal">Many agencies lose the room by going into "Agency 101 mode," explaining basics that every client marketer already knows. Respect your audience by moving quickly through the fundamentals and saving the detail for where it is needed.</p> <p class="gn-reveal">For example, skip the generic definition of PPC and get straight to how it matters for their objectives. Clients notice when you assume competence, and it reassures them that you see them as partners, not pupils.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#09</span> <h3 class="gn-list-item__title">Following up on something live</h3> </div> <p class="gn-reveal">Pitches are not just about what happens in the room, but what happens after. If a question comes up that you cannot answer on the spot, commit to following up, then actually do it quickly.</p> <p class="gn-reveal">Saying, "We will share the case study after this call," or "We will confirm that data point and send it through," shows responsiveness. Delivering on that promise before they ask again proves reliability, even before a contract is signed.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#10</span> <h3 class="gn-list-item__title">Ending with a thank-you that actually means something</h3> </div> <p class="gn-reveal">Generic endings like "Thanks for your time" are forgettable. Instead, make your gratitude specific: "Thank you for giving us a glimpse into your world. This was a brilliant brief to explore."</p> <p class="gn-reveal">A personalised closing makes the client feel appreciated for the effort they put into preparing the brief and taking the meeting. That final touch of sincerity can leave a stronger impression than any last slide or summary.</p> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <p class="gn-reveal">Winning pitches are not always decided by the boldest creative or the most complex strategy. Often, they are won in the margins, in the quiet signals that say you are attentive, collaborative, and respectful of the people you want to work with.</p> <p class="gn-reveal">These micro-moments of rapport may seem small, but together they shape the client's instinctive judgment of whether your agency is the right partner.</p> <p class="gn-reveal">The next time you pitch, focus not only on the big ideas but on how you build these subtle connections. They may be the difference between being remembered and being forgotten.</p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/top-10-client-questions-you-should-know-to-ask" class="gn-related__link"> <span class="gn-related__category">Growth</span> <span class="gn-related__title">Top 10: Client Questions You Should Know to Ask</span> <span class="gn-related__excerpt">Uncover real success metrics, hidden brief drivers, and decision-makers before you pitch. 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