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For those of you following these posts, this is the Chapter 15 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 15: There’s no “i” in Team!
Last chapter we talked about the need to share enthusiasm and passion with your prospective client – whether it’s in a Q&A Chemistry Call, first meeting, or a final pitch presentation.
In addition to the passion and enthusiasm, you also want to present a truly unified face to the client during the pitch.
If you bring a group of people to a meeting (or you have them on a call or at a final presentation), and only one of them presents…what sort of message does this send to the client?
Does it suggest to them that you’re a well-oiled machine or a one-man show that is going to be hard to scale up to meet the client’s needs?
So if you’re the kind of person who dominates the show…her’s a hypothetical and some thoughts…
You’ve been asked to pitch and you know you don’t wan to control the “show”.
You’ve also been asked to bring the team that is going to work on the client’s business.
Whether real or simply resting comfortably in your mind…you believe that the rest of the team isn’t quite as dynamic as you are…and you’re concerned.
So how do you avoid putting the client to sleep and boring your way out of new business?
Maybe try a different approach.
Instead of them “presenting”, have them talk about what they love about working for the agency and why they are passionate about working for this particular client.
Or have them talk about why they love their specialty and why they bring value to the agency and their other clients’ businesses.
Keep them off the note cards and the slides and have them talk from their heart.
And for God’s sake…practice! So you’re all really on the same page.
You want to seem well orchestrated and very prepared. What you do, and how you act in a presentation (all the way down to the time you arrive and how organized and how “boy scout prepared” you are for things) is a reflection of how you might ultimately work with the client.
I was in a presentation recently where one of the agencies showed up 5 minutes before the presentation was supposed to start. Client was getting nervous. As the search consultant, I was getting a bit uncomfortable. And while they were able to pull it off without a technical glitch, it just sent the wrong initial message to the client.
Call me anal…but I am a big believer in “what you see, is what you’ll ultimately get”.
So remember, show them the bench is strong. Be prepared and organized. It’s not a one-man show. The client is buying an agency, not one guy.
The deeper the bench, the more confidence your prospective client is going to have and the more likely you’re going to take home the prize.
Post by Mark Sneider
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.