Our Agency New Business Thought Leader panel just keeps giving!
Hopefully, you’ve had the chance to see the 2016 RSW/US Thought Leader Report, and related material.*
In addition to providing questions and advice for the survey, each of the six participating Thought Leaders generously shared time for a more in-depth interview around the area of agency new business that their section of the survey presented.
Blair Enns, Founder of Win Without Pitching, presented survey questions focused on the importance of “affecting the buying process”. Through this process, agencies assume a position as “expert advisors” rather than “order-taker suppliers”.
My interview with Blair looks at this process from the beginning.
Listen to what Blair has to say, as he describes the foundation of this process as a “three-legged positioning stool”, with the legs being:
- What do you do?
- Who do you do it for?
- What’s your over-arching perspective on how this should be done?
Importantly, consider Blair’s counsel that this over-arching perspective – your point of view – BE POLARIZING.
It’s the polarization in your point of view that works to differentiate your firm and your market position.
Blair advises that the more competition you have, the more polarizing your point of view should be.
He also counsels, if a competitor can do what your firm does – you shouldn’t be doing it.
For another interview that is rich with agency new business ideas, listen to Blair here.
*See Thought Leader material below, including blog posts and interviews:
Mark O’Brien: No Silver Bullets for Agency New Business
Blair Enns: The Only New Business Indicator That Matters
Michael Gass: Fish Away from the Boat
Peter Caputa IV: Differentiate and Articulate – Emphatically
Tim Williams: Agency New Business Success is NOT about LOCATION!
Mark O’Brien: Marketing Automation and Agency New Business