How to Win

How To Win: The Ultimate Professional Pitch Guide is an essential read for pitch novices and experts alike. The book is packed full of practical tips, success strategies and checklists to help you win at every stage of the proposal, pitch and presentation process.

Author Dean Russell has distilled twenty years experience working on game-changing presentations and multi-million dollar pitches to deliver this ultimate pitch guide. The book also includes learnings from pitch experts from across many industries to create a perfect companion for any presentation or pitch.

A foolproof guide for individuals, How To Win is also an ideal sales playbook for agencies, businesses, charities and start-ups who want to win new business, grow or get investment.

The book has been written to inspire, motivate and support you every step of the way, to provide practical guidance in an entertaining, highly visual and easy-to-follow structure. That is why How To Win includes success strategies and winning tactics for every stage of the presentation and sales pitch process. Sections include:

• Deciphering the brief

• Writing a winning proposal or bid

• Presenting a perfect pitch 

• Essential post-pitch questions 

How To Win is an ideal companion and go-to playbook for individuals and teams. That means you will undoubtedly find yourself regularly revisiting the must-know strategies, techniques and checklists so you can present with confidence and pitch to win, every time.

What experts are saying about How To Win 

“A very useful and practical guide”

Lord Chadlington

“I have seen guides, training courses, lectures and presentations on how to win pitches but never anything quite so practical and user-friendly. Trust Dean Russell to come up with the no-nonsense, definitive guide...go win!”

Michael Murphy, Senior Partner, Michael Murphy & Ltd

“In a fast-paced world, it is essential to use a detailed guide to design and deliver your pitch, so that it entices clients and audiences and persuades those all important decision makers. Dean has used his extensive experience working with leading communications agencies to put together a guide that is easy to use and practitioner-focused. How To Win is an excellent guide for those working across industry sectors and professions.”

Dr Mike Cooray, Professor Of Practice, Ashridge Executive Education at Hult International Business School

About Dean Russell

Author, Dean Russell has worked for over 20 years with some of the biggest agencies and brands in the world, advising CEOs, agencies, businesses, entrepreneurs, politicians and governments on multi-million dollar pitches, global campaigns and presentation strategies.  

Dean Russell is a recognised communication and pitch strategist with nearly two decades of experience working in senior roles and advising many household name brands, global agencies, senior politicians, start-ups, entrepreneurs and business leaders.

Dean is the founder of Win That Pitch, a start-up Mentor for London & Partners, a Fellow at the Royal Society for the Encouragement of Arts, Manufactures and Commerce, a former Regional Vice Chair for the Federation of Small Business and a judge for the British Association of Screen Entertainment (BASE) Awards.

Dean is a popular event and conference speaker and also regularly lectures on industry topics for institutions including University College London (UCL), Ashridge Business School (part of Hult) and the Institute of Direct & Digital Marketing (IDM).