From page 12 of our 2017 RSWUS Agency-Marketer New Business Report, we asked the question:
How often do you get calls or emails from marketing service firms?
Per the graph below, even on the low side, 39% of marketers told us they get calls and emails at least 1-5 times a week.
For those of you not actively pursuing new business, these may seem like daunting stats, but they don’t have to be.
We asked the question primarily around calls and emails specifically. Undoubtedly email is a cluttered space these days, which is why it’s more important than ever to stay laser-focused on your messaging and value when you’re sending a prospecting email.
In future surveys, we’ll look to break down calling versus email frequency, but most certainly your prospects are getting more email than calls from your competition, because in our experience, agencies don’t like incorporating phone calls into the mix.
Those agencies that succeed in new business know several important factors contribute to breaking through to those prospects that are getting 6-10 calls or emails a week:
- Positioning is critical and must be maintained
- Email and phone are important-but you have to use other channels: social, and yes, direct mail (a currently very uncluttered space)
- Lack Of Initial Response Does Not Equal Lack Of Interest
- Once you do break through, embrace project work that makes sense
Don’t let these stats overwhelm you into inaction-you’ve always known competition is increasing. Instead, look at your current new business structure and make sure you’re incorporating each of the above points into your strategy.
Author: Lee McKnight Jr
I’m the VP of Sales at RSW/US. We specialize in working with services firms to help drive and close new business-if you need help with that, email me at firstname.lastname@example.org. What I actually do: drive sales efforts to bring ad agencies and services firms on board with RSW, create content around successful new business tactics and help drive RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. Dig it.