Mark Sneider Speaks on Agency New Business at 4A’s Orange Forum

Many thanks to the 4A’s and the Orange Forum for inviting  Mark Sneider (RSW/US Owner & President) to speak last week (December 1) at 4A’s Orange Forum in Atlanta, Georgia.

Mark  discussed the importance of making each agency prospect mentally “Check the Boxes” in response to the agency’s new business process…from the start of the prospecting process – when first reaching out to a potential client – all the way through to the final close.

You want prospects to be sold without selling them.  You want to talk about them and their issues, but all the while be prepared to lob insights into the conversation that give prospects confidence in your ability to get the job done in a better and more insightful way.

Mark noted that the annual surveys conducted by RSW/US (and made available on our site) consistently report year-after-year that what marketers want during first meetings (and throughout the prospecting process), and what they get, are two different things.

Marketers want to be listened to and they want agencies to understand their business.  What they typically get is a sales pitch and presentations about the agencies capabilities.

During the presentation, Mark also presented very specific steps an agency can take during each phase of the prospecting process – starting with inital preparation  and leading all the way through to the steps necessary  to effectively move a meeting to close.