They tailored the presentation to the client. They did research in-market and tied specifically to the prospect’s category. They showcased a real knowledge of the client’s challenges and industry. No one likes to wait too long to start into a new relationship after it’s been solidified. Clients typically want to get moving and the sooner the agency can ramp up on the business and get moving, the better everyone is in the process.
I’m going to take this one step further in this post and suggest that the process of making your prospective client feel like you’re already ramping up needs to start from the minute you reach out to them.
Here are 4 things you should consider every waking day of your own new business outreach program:
Reach Out with Relevancy
Don’t just “pound your chest” and talk about how great you are. Show the prospect that you understand them and their industry. Show them you know the pains and the challenges they face. Make them feel like you get it before they have time to shut you down.
Create a Leadership Position
Make them feel like you have ideas and insights that you can bring to the table that they aren’t getting from their current agency. Blog with a measure of frequency - not about the agency party or your POV on Super Bowl commercials – but rather on topics related to the industry or talents you bring to the table.
Always Create Value
From the first call to the first face-to-face meeting to everything beyond and in between. Always push yourself to think about how you can make the next engagement even better than the last. It’s not so much about the “AHA” as it is about the smart, strategic thinking and ideas that make you seem ready to handle the challenge.
Go Beyond the Expected
If all you do is do as is expected, you’ll look like everyone else. In a pre-RFP submission conference call? Showcase some preliminary research you’ve done on the company or the topic. Doesn’t have to be much, but something to help you stand out.
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.