For those of you following these posts, this is the Chapter 14 summary from our soon to be released, 17 chapter Agency New Business Handbook titled:
Put on that $%*! Sales Hat! The Hardest Part of Agency New Business.
The 17 Chapters talk about why you need to wear your sales hat at every step of the process, from pre-prospecting preparation to working opportunities to close.
The majority of the book focuses on elements that Agencies either often overlook, are too busy to consider, or are simply too lazy to pursue.
Chapter 14: Energy, Energy, Energy!
Clients want agencies that are going to be as passionate and energetic about their business as they are.
It builds confidence. It makes them feel good about the decision to have brought you into a pitch.
When marketers review agencies and all is equal, who are they going to choose?
The agency that brings enthusiasm and energy or the thoughtful, mellow firm?
I suspect that they will choose the agency that shares the passion (unless they are of course, a very boring, mellow client…then they might select the quite, mellow firm).
The other thing to consider too…is if you believe in what you’re selling the client, your enthusiasm and passion will just naturally show through. If you’re doing something that is being done because you think the client will like it best, but it might not be the best thing for the client’s business (in your eyes), it will be harder to share the passion.
The other thing is, the more you believe in what you’re selling, the more confident you’ll be and again…the more that confidence will breed enthusiasm among your team and among the clients.
So here’s a thought…if you haven’t been winning pitches: Take a look in the mirror and think about your pitch team.
Is everyone bringing the same level of energy?
Are you trying to force too many people into the presentation?
Is there a weak link?
As an example, if your creative guy lacks the chutzpa and you suspect that while he’s a great creative guy, he might be part of the problem, I suggest you don’t let him present and find someone in his/her department that can bring the work to life.
We have a client who faced this very situation. New creative guy…did fantastic work…but was more of the mellow, thoughtful type, than the high energy PT Barnum type. Since switching creative directors, their win rate has fallen…so they made the change and their successes have improved.
It’s really pretty simple. Just make sure that all those that present carry the same character, enthusiasm and equity into the presentation.
You want the entire team to look like one solid unit…because ultimately that’s a reflection on how you’ll work with the client – at least in their eyes.
Bottom line is: Remember that energy and passion breeds confidence. You have it, they want it. You lack it, you’ll lose it.
Mark Sneider is a 25 year veteran of the CPG, advertising and marketing service industry. Mark earned his MBA from Northwestern's Kellogg School where he majored in Marketing and Economics. Sneider started his career at DDB Needham, but prior to starting RSW/US, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO brands. Sneider has been invited to speak at numerous Agency events and network conferences including the 4A's, Mirren, TAAN, Hubspot, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes.