agency new business

61 wins for our agency clients in 2016!

How sweet it is!

We set closing goals for our clients every Quarter…and every Quarter this year we exceeded those goals, which made the entire RSW/US organization feel great!

It was about 7 years ago (we started in 2005) that we changed the orientation of our firm from a company that found qualified leads, set meetings, and helped better position our marketing agency clients in the marketplace to a firm that helped marketing agency clients get closer to close.

We still do all the things we used to do, but this re-orientation and re-structuring in how we work has helped us see more and more of our clients close more and more business.
agency new business

Some things you can think about for your agency that we implemented here at RSW/US:

  1. New Business Directors are not only given a good base salary and incentives when meetings are set, but the incentives increase when you close business and the longer you stay on past your contract period, they are given tenure bonuses (all paid by us).  This keeps them not only focused on the short-term, which is getting the meetings, but they are immersed in helping however they can to move the agency’s prospects down the line.  The same set-up could be arranged for your own internal person.
  2. Every time a client wins business, we reward the supporting team (the List team, the Marcom team, the Administrative team).  We have something called the “50/50” program, whereby when a client wins a minimum of $50k (I know, not a lot, but it’s easier to call it a “50/50” program), each person supporting the business gets $50.  This way, everyone celebrates and everyone knows the value of getting clients to a winning state.
  3. And the last thing – which is more tied to meetings than closes…but you can’t have the latter without the former – is all supporting team member bonuses are tied to meeting counts…so everyone is in the game.  You don’t just have an Account Executive on the list team building lists, you have an Account Executive on the list side focused on making sure the lists are focused in on the prospects that truly make the most sense for that agency client.  The better the lists, the more likely meetings will hit…and the more and better the meetings, the more likely we are to see a close.  So again, a process you could institute in your own firm (#2 above as well) to get all of the team rallying behind the new business process.

So proud of the RSW/US team and proud of our clients who really have learned that you have to push it a bit after that initial meeting.

We like to call it “putting on the damn sales hat”.

I know, a little harsh…but it’s the reality in today’s agency-marketer world.  You have to get a bit more aggressive if you’re going to want to see things to close.  The days of the referrals and networking opportunities are fading.  More and more work is parsed out in the form of projects and there are more and more of you fighting for fewer pieces of the pie.

So think about putting some processes in place to move your new business effort along.  If it helps 1/2 as much as it has helped us help our marketing agency clients, it will be a win for you!

Here’s to a great and productive 2017!

“71 in 17!”

Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, 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 domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.