Consistency is the mother of all virtues when it comes to ad agency new business prospecting. Consistency of messaging, consistency of methodology, and consistency of outreach. This is not only important leading up to the meeting, but it is also critically important after the meeting – as you work your way to close. I […]
A big agency client is great (obviously). They can be the bread and butter of any agency organization. Unfortunately, I’ve seen way too many agencies get consumed by large clients to the point that they no longer have the time or the desire to look for new business. “Simply don’t have the time” some […]
Some of the best ideas for posts come from the agencies we talk to every day. A recent case in point: this week I was discussing a few facets of ad agency new business: agency specialization, prospect qualification and agencies being able to “walk the walk.” As the story goes, this agency had several […]
The daunting cold call, a process that really shouldn’t be if you handle correctly, but even then, agencies often forget everyone is calling your prospects and not just your competitors. Although we actually don’t like to refer to it as cold-calling, because literally calling someone cold is ineffective, but I’m probably preaching to the choir […]
