Agency New Business Prospecting–The New Carbs?

At the beginning of each New Year, many of us make resolutions – you know those really hard things to do that you wouldn’t dream of doing unless you’ve had several glasses of bubbly, like losing 20 pounds or in my Mother’s case, finding her daughter a husband.

Now we all know how these “resolutions” usually wind up.  You join a gym and even go a few times in January.

Then come February, your gym clothes are hanging out on your dining room table while you resume your normal daily activities on your couch.

Well, in all fairness, my couch is more comfortable than those elliptical machines.

New business development can feel a lot like a New Year’s Resolution.

You know you need to do it.  It will be good for your agency.

You start identifying some companies with whom you’d love to work.

You send them a few mailers, make a few calls.

But come February, when your current clients are demanding your time to spend those marketing dollars they just received, that prospecting effort is right there on your dining room table, next to that gym bag.

Shake that feeling that prospecting is as bad for you as carbs.

Like any significant lifestyle change, it is always best to make slow, methodical changes, as opposed to a drastic overhaul.

Start small – identify a group of 5 companies that would be great new clients for your agency. You can add more companies later.  But starting off with a smaller list makes it feel less intimidating.

Set goals – Instead of resolving to be a better rainmaker for your agency in 2012, resolve to make at least 5 new business connections per week.

Then track your efforts – whether it’s in an excel spreadsheet or one of those fund raising meters.

Tracking results keeps you, well, on track.

Tell a friend (or colleague) – it’s amazing how the support and encouragement of others can be in achieving your fitness and new business development goals.

Let your coworkers know you’re putting forth more effort to new business development and keep them updated on your achievements.

New business development doesn’t have to be your mortal enemy.

Like carbs, new business development is good for you in moderation.

And if you need some extra help, just give us a call.

And if you have a potential husband for me, call my Mom.

Happy New Year!