When pitching for a new audit account, what would your presentation consist of to show you are the best candidate?

Question – 500 words
When pitching for a new audit account, what would your presentation consist of to show you are the best candidate? Would you disclose that you are already the auditor for a competitor and what bearing could that have on your appointment? For a small SME as defined in Q2 with a turnover of £10m, how many people would be in your team and what are their roles?
Notes – What would your team be? Maybe a partner to go in and pitch, a team leader to lead the audit, any specialists for certain sectors? How many people altogether and why?