While the beautiful machinations of Cannes continue to flood Twitter (brands need to find meaning and purpose! Apparently brands are human beings?), you’re taking care of your clients and working hard to grow your agency.
But many of you are getting in your own way. Time to get back to basics.
You need a more effective way to drive new business. One of these three situations is slowing you down:
Your agency culture is important, but it is not the first thing a prospect wants to hear about
Not much more to add here-you’ll get to that once a prospect becomes a client and, no sarcasm at this point, your culture is important, but it is not an up-front selling point. Do not start there, because a prospect does not care in that early stage.
2. A deep knowledge of your vertical/verticals does not make you a good salesperson.
It goes without saying that in order to win business you need to speak your prospects’ language, BUT-I have witnessed agency principals/new business directors bludgeon prospects with their knowledge. Ask good questions and let your prospect talk-give them breathing room.
3. You have a solid team. The entire team should not hold sway over new business
Too many cooks in the kitchen. ‘Nuff said.
In all seriousness-there is valuable input coming from your team, but the team shouldn’t be involved in the day-to-day new business activity.
Appoint one person to that task, and she/he should engage team members as-needed.
Now get back to the beautiful people at Cannes and that awesome panel discussion on virtual programmatic content AI culture memes that will change everything.
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 email@example.com. 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.