Several of us here in the office made a day trip to Akron, OH for a meeting, and a member of our team (nice recommendation, Steve) suggested we have lunch at a local/regional favorite, Swensons Drive In.

Their tag line is “America’s Best Cheeseburger”, a lofty claim to make, to be sure.  Apparently, Forbes said as much, according to the Swensons menu.

I can tell you, while this is not a food review, the burgers are quite good, (as are the fried mushrooms) and you can kiss your diet goodbye, but you know that going in.

Their business model is based on the classic drive-in: you pull up and your order is taken by an employee from your car, you can get it to go, or on one of those trays that fits over your window.

After looking at their site, there are currently 12 locations in Ohio and they’re celebrating their 85th year in business!

Someone is doing something right.

Great, Lee, we’ll check that out when we’re in Akron or Columbus (and you should-the milkshakes are also awesome) but there is an agency new business lesson to be learned from Swensons.

Another part of the business model: there are no intercom/speakers where you place your order, or employees on roller skates, making their way over.  No, no.

The employees at Swensons SPRINT to your car.

I’m not exaggerating. They run to your car, take your order, and if you need something in the interim, you turn your lights on and they come to you.

It creates a feeling that they are HUSTLING-they are on top of it, and always working.

This is the point-I can’t tell you how many times I’ve heard of, been told about, or seen agencies treat prospecting with little to no sense of urgency.

Follow up 2 or 3 weeks later?  Forget it.

Call once, send out an email or two?  Will not work.

You need to show your prospects, and your clients, that there is a sense of purpose-a motor behind your process.

You need to sprint like Swensons employees.

Everybody gets busy, and sometimes you just can’t follow up as soon as you would like, we’ve all been there, but whenever and wherever you can-show your prospects how you “sprint”, and they’ll get a glimpse into what it will be like to work with you.

I had an opportunity to conduct my first pitch consulting engagement this week with an agency in the Southeast.

The agency is really good at winning smaller assignments but historically struggles to win the bigger client prizes.

As part of the process, I reviewed their proposals and RFPs won and lost, and had them present a recently lost pitch to help me get a complete look at how they manage the development of their content for new business and how they communicate and sell the value of their firm.  In addition, I reviewed their site, collateral, and case studies.

I then interviewed the two principals and talked with 5 key employees (one-on-one) to gather perspective on what everyone felt was solid about the agency, the value the agency brings to its clients, what they believed the differentiators for the agency were, and the opportunities they believed existed that could be better leveraged by the firm.

It was a day-long, energizing process.

It gave employees a voice, it opened the eyes of the principals to things they did not see, and shined a light on opportunities to better position their firm as they worked towards their goal of winning bigger, more profitable assignments.

I unearthed a number of things they can improve upon and learned that they have some very talented individuals representing different practice areas of their firm that need to be part of the process, but aren’t.

At the end of the day, I found that there was one over-riding theme that seemed to permeate the entirety of their business development process:

a lack of focus on the prospect in everything they do.

It’s easy for an agency to fall into this trap.

Things get busy, you get comfortable with your pitch, you recycle case studies without thinking about what parts of the case study really make the best sense for the prospect’s situation, you blindly respond to proposal requests, you don’t ask the tough questions to get the insights you need to make your pitch meaningful to your prospective client.

You hear what you want to hear.  You respond to opportunities the same way, regardless of the prospect.

It’s hard to take the time and really tailor all you do to the prospect you’re talking to.

Introduce case studies by telling the prospect why you’re sharing it with them.

Open proposals with a re-statement of the client’s objectives and challenges.

Refer to the client’s situation as you talk about your process, highlighting how it applies to their world.

Stay focused on the client’s needs and don’t include things like laundry lists of services or details about your process that the client simply won’t care about.

And bring people who will work on the client’s business and can speak passionately about the challenge area facing the client (e.g. messaging, positioning, strategy).

In this particular case (and in all cases with this client), only the two principals show up to present.

I principally believe that the way an agency looks today is a reflection of how they will operate tomorrow.

So if I don’t put the energy and thinking into my response – or I don’t make the effort to make it about them, what’s the client to think?  You’re lazy today…what does that mean for our relationship tomorrow?

Give it your all!  Make it count!

I’m going down a rabbit hole with this one, but it’s a topic near and dear to my “sales” heart.

That is, leading sales email with “Hi, I hope you’re well.”

May seem like a minor thing, and maybe it is, but the topic, or practice, comes up more than you might think.

And a recent article in Inc., 5 Brand New, (Possibly) Brilliant Alternatives To ‘Hi, I Hope You’re Well, tackles it head-on.

I want to take a look at each of these and ideally get you to think about your use of the phrase.

Two things first-I’ve used this phrase, correction, I currently use this phrase, in my own emails.  As a rule, I don’t use it in a first reach out, or with a prospect I haven’t broken through to yet.

But I do use it if I’ve had a conversation with that person, because I genuinely do hope they’re well.  But that’s a fallback-first, I look to their Twitter, Facebook or LinkedIn feed to see if there’s anything new I can mention first.

And second, my intent is not to rip on the author of this post, I appreciate that he’s offering alternatives, but I can’t help providing some perspective.

Okay, here we go-here’s the first alternative: Just Don’t Say Hi.

I don’t have any issue with saying “hi” and then diving right into the reason for my reach out.

The author gives this suggestion: It’s surely a sign of your creativity if you find your own way of saying hello. Even if you decide to spell it Hullo.

No.

No, no, no.  I don’t like getting cutesy.  If I saw an email start with “Hullo” that’s an automatic delete.

Second alternative: Create a Greeting That Feels Custom-Made

The author goes on to say: I’m almost charmed when people write Happy Wednesday to me.

OK, I can get behind that, but then he follows with, Especially on a Thursday.

No.

Again, no, no, no.  That’s just silly, and could possibly be confusing.

I mean, the person you sent the email to is going to know what day it is, but why would you do that? That’s not charming.

Then this is suggested: But why not start an email with This Rain’s a Pain, Isn’t It? If it’s raining, that is.

Huh?

Unless you’re prospecting in the same city, and you know it’s raining where that prospect is, that’s just annoying.

But then, the mother of all sales pet peeves gets thrown out:

Or how about: I’m Going To Be As Brief As I Can to someone who you know has little to no patience?

Never, never say that.  You’re doing the opposite of that.  If you truly want to be brief, why are you wasting this person’s time by telling them you’re going to be brief?

On to the third alternative: Make a Joke About ‘Hi, I Hope You’re Well.

The suggestion from the author: The first thing that comes to mind is this: Hi, Only Read This If You’re Well.

I do think that’s funny.  But what if that person has been ill, or a child or parent or friend currently is?

You may be thinking, “Lighten up, Lee” and that’s fair, but why roll the dice on offending or hurting someone unnecessarily?

And the fourth: Don’t Have Any Greeting At All.

Bingo!  I like this one.  The post goes on to say:

A little abrupt, you might think. But if you’re writing to someone you already know, why bother with the formality and the accompanying banality? Why not show them that you’re all about the business?

Whether you know them or not, get to the point. You can do it in a way that’s personal and non-salesy, but don’t waste someone’s time.

Your prospects are busy-skip the cutesy, creative wordplay and get to the point.

And the final suggestion: Just Start With An Emoji.

The author goes on to say, I confess to astonishment at how many people actively prefer emojis to words. It’s almost made me want to write a whole column in Emoji and see if anyone understood it.

For the love of all that is holy-NO. That’s all I’ve got for that one.  Ugh.

To repeat-get to the point, while showing your value/expertise and that you’ve done a little homework, whenever you can.

I spent time at MarTech West the other week listening to keynote speakers and visiting all 80 of the exhibitors at the show.

MarTech

 

 

 

 

I talked with each of these exhibitors to learn directly from them about the trends and challenges and opportunities they are facing – as well as the challenges facing marketers in this space.

While the growth of broader-reaching MarTech solutions has slowed (only up +3% in 2019 versus 2018), there are still 7,040 MarTech solutions available to marketers and marketing agencies.

In 2011, there were barely 150 firms.

What this conference revealed to me (and my recent study of the space has revealed to me) is that there are a number of things that Marketing Agencies need to be aware of as they work to stay current and move their own business and their clients’ businesses forward.

MarTech Landscape

Marketers Marrying MarTech

Marketers like McDonald’s are buying MarTech companies and turning themselves into technology-driven marketers.

McDonald’s recent purchase of Dynamic Yield puts into their hands the ability to customize and better personalize the experience for their customers.

So instead of hiring an agency to optimize that part of their business, they are bringing the expertise right in-house.

Key Marketer/Martech Stats

-52% of marketers state that integration of different MarTech platforms is limiting to their success. 

-56% of organizations report under-utilizing their MarTech stack.  21% have bought and don’t use what they buy. 

-Only 9% of companies surveyed state they they fully use their full-on stack. 

While I don’t expect Marketing Agencies to become MarTech stack consultants, being knowledgeable about platforms and helping save your marketing partner from the pains of limited utilization can go a long way in building a solid long-term partnership.

Marketers can be Techies Too

There are a growing number of no code/low code tools being dropped into the market today.

There are now open APIs that allow users to extend usage and create customization much easier than ever before.

So don’t assume that your Marketing partner automatically needs you to build platforms to enhance their business…as they can now do it on their own.

Marketing Microscope

Lastly, there’s the coming of “ecosystem specific MarTech” and niche vertical solutions for industries.

So while the growth of broad-reaching MarTech tools is slowing, the number of platforms that address specific niches in specific industries are growing.

Products like loyalty platforms specifically designed for the dental industry and CRM platforms tailored to religious communities are examples of where companies are carving out homes in areas that were once dominated by agencies.

The bottom line is: Marketing Agencies need to know what’s out there and know what’s happening in and around the MarTech world.  Clients will demand it if they aren’t already.

If you operate in a particular vertical, know what’s being developed so you can be the firm that brings the ideas to your clients (possibly as a white label), versus having a MarTech firm beat you to the punch and carve out parts of your business.

Next week we’ll talk about some of the more interesting tools I unearthed at MarTech West earlier this month.

I had a conversation recently with one of our new business directors, and she reminded me of a critically important new business fact.

Our conversation was around a story one of her clients told her, and it’s a story I’m betting most of you have also experienced.

This agency had a great first meeting with a prospective client and found themselves in the running to replace this marketer’s current agency. In further conversations, this prospect shared some very frank thoughts (perhaps a bit too frank) on the incumbent agency.

Essentially, they were not doing a good job, weren’t providing any particularly fresh ideas and this prospect was excited to move on.

You’ve already guessed the end of this story-even after gushing about our client’s agency and badmouthing their current agency (!), they stayed with them. For the love of all that’s holy, why?

Because change is painful.

And change is hard.

I know I’m oversimplifying here, but ultimately that’s what it boiled down to.

And as you prospect for new business, or even in referral situations, you have to keep this fact top of mind.

Because you’re asking your prospects, who are all most likely currently working with another agency, to uproot that relationship and make what is sometimes a drastic change.

Now, it’s not an insurmountable challenge of course, as marketers and your other prospects make those changes, but it’s not something they welcome or really want to do in most cases.

It’s why agency new business, and sales generally, is such a difficult job and why agencies tend to give up too easily on prospects.

You cannot take any first meeting with a prospect for granted, as the new business director I was talking with pointed out,

They may love you on Monday, but they’ll forget about you by Friday.

This is where it gets hard, I know, because you also don’t want to jump down their throat. Here are a few things I’ll leave you with that you definitely shouldn’t (or should) do:

-Don’t:

Leave the same scripted voicemails over and over again

Take 2 weeks to follow up

Send a 60+ page PDF attachment as your first next step

-Do:

Specifically define your positioning

Send a thank you note

Keep your site and social media platforms as up to date as possible (or ditch those platforms you aren’t updating)

Pick up the phone to prospect.  So many agencies don’t do it, as their emails are being ignored, or potentially not getting through.

As you remind yourself that change can be painful, do everything you can to make it easier for your prospect to remember you and see the real value in a potential change.

On this blog, we try to help agencies, PR firms and marketing services firms improve their new business programs.

We typically draw from our own experiences with clients or data from our reports, but I took a dive into several other companies and their content to reinforce 3 “meat and potatoes” sales tips. We’ve made these same points in the past ourselves, and I don’t say that to be self-serving, but to reinforce each of these from an outside perspective.

Here we go.

First is from Gong, a software company describing themselves as the “#1 conversation intelligence platform for B2B sales teams.” They have some valuable sales content, and interestingly, their software is based entirely (I believe) around sales conversations-on the phone.

In their post, 55 Sales Tips & Techniques That Work Like An Absolute Charm In 2019, they lead off with this on cold calling:

There seems to be a ‘cold calling is dead’ trend floating around these days. But fear of cold calling is going to hold you back. Valuable enterprise buyers don’t come “inbound” often. You have to hunt them with outbound prospecting.

No cold calling is BAD. BUT, prospecting is more than memorizing a cold calling script. Or making hundreds of dials a day hoping that someone agrees to meet with you. It’s more than a mindless numbers game.

The only thing I would quibble with here is the effectiveness of true cold calling.  We’re not big proponents of it, but instead employ multiple touches, with value, using multiple channels, in order to make what could be a cold call warmer.

So from their blog, here’s your first critical tip:

Cold calling isn’t about discovery – it’s about selling the meeting.

And they go on to say: In fact, the talk-to-listen ratio for successful cold calls is HIGHER than unsuccessful ones.

There has to be a first step, and too many firms have the mindset that the initial reach out will result in solid gold.

That can happen; in my own prospecting, I’ve hit the timing just right and the first conversation turned out to be far-reaching and in-depth.  But that’s not typical.

Your initial prospecting effort is about getting in the door in as qualified a way as you can.

The second tip comes from CLOSERIQ, a “modern recruitment firm that connects top sales talent to the world’s fastest growing companies.”

They also have some solid sales content, and an excellent sales “meat and potatoes” point they bring up in their post, 9 Bad Sales Habits Every Rep Should Avoid, is this:

Don’t send follow-up emails that are just asking for a status update.

A point we’ve brought up in the past and well worth remembering.  They go on to succinctly explain why:

It’s tempting to send emails that are “just checking in.” But if you’re doing this, you’re just adding email to the inbox without providing any value in return.

At every contact point with your prospects, you should be adding value. Link to a piece of content, offer new information, and answer questions. Don’t just “check in.”

The “adding value” part being the key here, and granted, that is sometimes tough to continually provide, but you must.  If you don’t have your own content, Google and LinkedIn are your friend, find a third-party industry trend or post that relates to their world.

And finally, I read this post (Five reasons why the phone is still critical for sales development) from Matt Heinz, President of Heinz Marketing,  and yelled out an AMEN!

More channels = Response Velocity

As Matt points out:

Additional research demonstrates that the more channels you use, the faster you move towards awareness, understanding, interest and engagement. Use the same channel 10 times, it’s easy for your prospects to zone out and ignore it. Use 2-3 channels across that sequence, and the fact that prospects see you in multiple contexts helps their brain remember you better. Seeing your company on caller ID, seeing your voicemail show up in their inbox, hearing your voice (even if they don’t listen to the entire message let alone respond to it) all contributes to that velocity and successful outcome.

Exactly this.  It’s a pillar of our prospecting process.

I’ll leave you with Matt’s sequence for reaching out. Your mileage may vary, but I think he presents a sound process here:

Our best practice for lead follow-up includes 13 touches across four channels over 11 business days. That includes four phone calls and voicemails. Through extensive A/B testing, this is the sequence that works. Not a single email, or a single call. A full sequence. Nobody said it would be fast or easy.

A recent RSW-led analysis of the average number of touches (phone, email, mail, social) it takes to get a meeting revealed some pronounced differences by industry.

As we’ve known since we started our business in 2005, an agency new business program takes polite persistence, a value-added approach to outreach, and solid content to win the day.

Below is an infographic we created to showcase the average number of touches it takes to get a meeting, by industry.

If you struggle with number of touches, ideally this will serve as a guidepost to your own new business efforts.

Because if there’s any one new business hurdle agencies face most often, it’s giving up too easily when reaching out to prospects.

Download here.

In our 2018 Agency New Business Thought Leader Survey Report, Jason Parks, EVP/Managing Director at Barkley asked the following question:

Are you satisfied with the success of your new business plan/program?

As my post title points out, 64% said no. And Jason also asked, “Why do you feel the program has been a success or not been a success?”

In our report we listed some of the responses to this question from your peers, and as a bonus of sorts, I wanted to include a few more that weren’t in the survey:

Not deliberate, no one dedicated to it

Unfocused outreach

Becoming harder to drive opps at the necessary rate to fill the pipeline for Sales.

Not sure we are using the best approach. Identifying the right prospects is a challenge.

In the tech age prospecting has become difficult, very few people respond to emails sent out and even fewer pick-up the phone when called. It’s become more difficult to make connections to the right decision makers.

The last quote bears a bit of examination.

Undoubtedly the influx and pervasiveness of technology have changed the way we prospect, but here are three points to focus on, to make your new business “life” easier and process more effective:

  • You Need To Plan For Multiple Touches: I know, broken record, but you must understand that sending out an email or two is not enough. Minimally you’ll need to plan on 6-8 touches. And while the phone is as challenging as ever, it absolutely still works. You need to plan your process out so that you’re not truly cold calling, which isn’t effective.  Instead, focus your first 2-3 touches on awareness (and value), rather than selling, so that when they’re aware of who you are.
  • Use Every Channel In Concert With Each Other: Don’t focus on only one platform. You must use the phone, email, social (where it makes sense-don’t spin your wheels on Instagram if your prospects aren’t there) and yes, direct mail-which leads to #3. . .
  • What’s Old Is New Again-Yes, snail mail is your friend. Sure, it’s old school, but the interesting thing is, with all the new technology that’s out there, the realm of letters and phone calls have become a more uncluttered space. Use them to your advantage.

And you can hear more from Jason Parks in this YouTube interview on the importance of content segmentation when prospecting, the most effective channels/platforms used to help drive new business programs, and the metrics that determine prospecting success.

 

 

(The following post is part 2 of the previous post, Does Snackable Content Engage Your Prospects?)

Now that we’ve laid this groundwork… maybe NOW you’re ready…maybe NOW we can bring in those watermelons and I can share the secret of holding your audience’s attention.

One more thing, though.

How does this information apply to agency new business content and communications?

Ah, yes. That.  This is where I’ve landed on this question.

We all know prospecting emails and B2B content tend to lean towards the utilitarian.  The marketers we’re trying to reach are not your average consumer and we’re not Netflix or YouTube.  Our audiences aren’t expecting compelling stories or content worth tweeting about.  However, whether they know it or not, they are susceptible to tension building tactics and relish a good story as much as anyone else.

When it comes to outreach emails, your primary goal should still be to communicate clearly and directly, but that’s not to say you can’t build elements of tension into these touchpoints.  In your new business outreach quiver, you should possess different types of prospecting emails, each with its own specialized purpose. You should occasionally dust off that intro/case study/webinar/blog post email you’ve been using for months and give it a polish.

Are you cutting the tension of your email off at the knees by leading with the payoff?  Are you laying it on too thick and overhyping a weak blog post?  Do your case study email subject lines whimper into the inbox when they could be roaring?

Look out across the entire spectrum of your outreach emails and ask yourself:  Where are the opportunities to build suspense and curiosity?

Be the Reality TV Editor Your Audience Deserves

Recently over a beer, a colleague confessed to bingeing on Bachelor in Paradise for an entire weekend.  I won’t judge the man for what he does in the privacy of his own home and I would hate to reveal his identity because he’s a respected colleague and upstanding member of society…but his name is Lee McKnight Jr., VP Sales at RSW/US. (Note from Lee: I regret nothing, but I am dumber for it.)

If you want to ask Lee about his Bachelor in Paradise Fan Club find him on Twitter or Linkedin or email him.

I’ve outed Lee to illustrate something Andrew Davis pointed out about creating a curiosity gap.  The Reality TV Editor is the undisputed champ of using curiosity gaps to create tension.  How else can we explain the fascination with such banal, trivial subject matter as Bachelors, Kardashians, Dancing Celebrities, and Projects Runway?  Reality TV Editors are master manipulators of their audience’s need to know more.

I’m going to focus on case studies at the moment because that’s a content type that most agencies are likely to create.  Also, while any outreach email can do with some punching up, it’s case studies and blog posts that can benefit the most from some showmanship and sparkle.

Many agencies excel at crafting a compelling narrative with their case studies but just as many see their case studies as little more than a vehicle to boast of client results.  I won’t dispute that ROI is important.  Showing a significant increase in ROI can, on its own, be a powerful motivator for a prospect to take notice.  However, ROI stats alone don’t provide context or show prospects why a result was so significant and why the agency’s unique approach matters so much.

These types of case studies will usually try to get away with doing the bare minimum, which is stating the scope of the client’s project, describing the components of the solution, and rattling off the results.  This gets the point across, but doesn’t this approach make the relationship between the agency and its client seem too, I don’t know, transactional?  Not that “transactional” is a four-letter word, but blech.  What this does is paint the agency as little more than a merchant or worse yet a vendor.

Don’t commoditize yourselves agencies! 

If you can help prospects see your clients as innocent villagers that had a dragon problem, guess who gets to be the knight that slew the dragon.

How do you take a bare-bones case study to the next level?  Try thinking a little more like a Reality TV Editor.  Let’s briefly touch on the first component of the standard 3-part case study structure, The Challenge, to give you a few things to consider. (And we also plan on expanding more on case study writing in future posts.)

The Challenge or Act I: Woe to the Innocent Villagers

Knowing your audience helps.  A lot!

It’s asking a lot of one case study to showcase the entirety of your capabilities, culture, and unique approach.  Don’t try to make a case study be all things to all prospects.  It can be done but the case study is almost always weaker for trying.

The good news is that if you’re building your prospect lists according to your expertise and client experience, you’re already starting off on the right foot.  You’ll have a better idea of who you are and how you’re selling yourself and this will inform your messaging.  Your experience, and thus your case studies, will naturally align with your target prospects and speaking to your prospects’ pain points becomes as easy as dramatizing your former/current clients’ challenges.

What were your clients’ anxieties before you came on the scene?  What were they in danger of losing?  What was their vision of who they wanted to be?

Clearly laying out the answers to these questions in the opening of a case study will either get your prospect nodding in agreement or mulling over something they’ve had trouble articulating.  By setting the scene, you’ve more effectively cast yourself as the hero who will swoop in during Act II of the case study.

The Payoff

Maybe this whole post is a waste of time.  Maybe trying to inject a few elements of storytelling into your outreach emails or case studies is too lofty or high-falutin’.  Sales should be practical.  Prospects only want to know if you can give them good ROI, right?

Here’s what I’ll say about that.  In agency new business, methods will change. Channels will change.  Your prospect targets will change.  This will happen in what seems like the blink of an eye.

What changes much more slowly are people.  That’s people with a capital P.  Humans have been about the same type of creature for the past 200,000 years.  We’ve been weaving stories and trying to place our daily trials and tribulations into a grander context since day one.  Do you really think the artists creating early cave paintings didn’t make a buffalo’s horns a little sharper or a herd more numerous to raise the stakes?

With that, I think it’s finally time to get to those watermelons.  You’ve earned it.

In his talk at CMWorld, Andrew Davis offered examples of two very similar pieces of content that took entirely different approaches to entertaining their audiences.  In both, the content providers mutilate melons for our enjoyment.

One is from the Slow Mo Guys, a very popular channel on Youtube.  The Slow Mo guys create videos for their over 11 million strong subscribers following a tried-and-true formula, show a cool thing and then show that cool thing in slow motion.

Its videos are the very definition of snackable, few are much longer than 5-7 minutes, titles tell you exactly what to expect, and they’re all payoff!  They linger on the payoff, they luxuriate in the payoff, they wallow in the payoff.  They take what is, in essence, a few seconds of actual footage and stretch it out for minutes.

Compare and contrast this to what Buzzfeed did in a FB live stream with their Rubber Band Watermelon event.  Over the course of the 45-minute live FB event, two Buzzfeed “scientists” added rubber bands around a watermelon, one at a time.  The goal was to determine how many rubber bands it takes to implode a watermelon.  Stupid, right?  Yes, but also a masterclass in creating tension and holding an audience’s attention.  At its peak, 807,000 viewers tuned in and many watched for the whole 45-minute live stream.

In those 45 minutes, viewers despaired at their life choices.

Others forsook their familial obligations…

Then when the glorious moment finally arrived, the internet rejoiced.

The takeaway is this: People Aren’t Goldfish.

Social media and snackable content haven’t melted our brains…yet.  Our problem – as content-makers, marketers, salespeople – is that at some point we began to feel that we’re entitled to our audience’s time.

To grab, and more importantly hold, our prospects’ attention we have to earn it, continuously and continually.

In this episode of 3 Takeaways, we talk the agency new business hit and run: one project and you’re done.

It’s great to get that initial project, but the goal is to land and expand.

Sometimes you know going in that’s the situation, just one project, but more often than not agencies don’t do enough to hedge their bets and increase their chances of further work.

Watch this episode to learn three reasons why agencies get caught in the agency new business hit and run, and what you can do to avoid it.