I was reading a post from Steve W. Martin’s Heavy Hitter Sales Blog calledTop Reasons Salespeople Lose Business and reading the below quote, agency differentiation loomed large in my mind:
The vendor we chose has a group of smart, dedicated, customer-oriented people. To a great degree, I don’t think their products and services are different from their competitors’. They distinguish themselves with their people.
Think about this quote within the context of your own agency and how you view your own agency differentiation.
While you may think your agency is utterly unique, and to be fair it may be, in the prospect’s eyes, chances are you’re still lumped in with all the other agencies vying for her/his attention.
As you well know, you’ve got to differentiate yourself and one way to do it-
Utilize that amazing team you have.
You do have an amazing team, right?
It starts at the very beginning with the hire. I like 72 and Sunny’s process (similar to our own actually), in that they have multiple team members interview potential candidates.
Getting a job at 72andSunny is extremely difficult. The agency maintains a rigorous hiring process that nearly guarantees the people it brings in will thrive and flourish at the agency. Candidates can go through as many as eight to 10 interviews with different folks at the agency, including junior execs, who judge whether that person is the right cultural fit.
Something else to consider: we were at a recent kickoff meeting for a new client and they mentioned, per their Google Analytics page, that right after a site visitor initially hit their home page, the greatest percentage next went to their “People” page to view employee pictures.
As Director of Business Development at RSW/US, Lee brings new agency clients on board and handles marketing and social media for RSW/US. You can find him on Google+ (https://plus.google.com/+LeeMcKnightJr/) or Twitter (@leemcknightjr).