Agencies-your competitors are hurting your chances for more new business because they’re bad at it

One of the battles for us as an outsourced business development firm is the onslaught of terrible new business emails marketing services firms get on a daily basis, from telemarketers professing to be effective new business generators.

I’m not talking about our legitimate competition, I’m talking about the random, crappy, lead gen firms, who quite frankly, I’m not even sure are real half the time.

For example, I got this email this morning:

Hi Lee McKnight Jr,

Hope you are doing well.

We help our clients grow their business by offering them easily convertible and qualified leads.

We use advanced techniques and unique approach to generate leads on daily basis.

We connect with your target customers through different social media channels to understand their requirements and then suggest them the right solutions offered by your company.

There are various other lead generation techniques that we pick based on your business and requirements.

Let me know if you are interested in growing your business with more leads and profits.

Please share your contact details for further discussion about lead generation process, quotes and other details.

First mistake: we’re an outsourced business development firm ourselves, and not an agency. Aside from that, ineffective (or terrible) emails like the one above make my job harder to break through to agencies about our services. Agencies get emails like this every day, often more than once a day, and I know this because they tell me they’re bombarded by lead gen firms at a manic pace.

And my company, RSW (11+years old and 40 people strong!) is constantly in danger of getting lumped in with these firms, or, just as egregious, outright ignored, because there’s so much junk entering your inbox every day.

Why should you care?

Because the same thing is happening to your agency right now.

There are a lot of agencies out there doing a mediocre job of new business, sending poorly written and/or forgettable emails to that prospect you’re pursuing.

And like my example above, it makes your job, driving agency new business, harder, because that very solid and effective email you just sent gets lumped in with 2 or 3 crappy emails your competition sent over.

So-I leave you with thoughts on what to do to fight this, and ensure a more effective new business outreach:

  • Differentiate yourself with a strong point of difference and content that speaks to your prospect’s challenges
  • Take the time to craft concise, direct and specific emails
  • Don’t just use email-use every channel in concert with each other-email, phone social (where it makes sense) and yes, snail mail.

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 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.