69% Of Agencies Say It’s Tougher To Break Through To Prospects

My post title is a stat from our RSW/US 2017 Agency-Marketer New Business Report.  We asked agencies: “Why is it harder to obtain new business?” Per the graph above, the top answer was it’s simply harder to break through to prospects. I’ll get to that shortly. Looking at the other reasons given, 38% of agencies…
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A Brave New Agency New Business World

I sent the email below to a client after hearing they attained an initial project and thought I’d share my response to the news, as it has implications for all agencies, regardless of size/type: That’s great to hear! While I know it’s a small initial project, (and I know you know this…) here’s the deal…
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6 Sales Tips

Old brain

We had our New Business Directors (and me) sit through a day-long sales training session. The purpose was partly to help them improve their effectiveness as they reach out on behalf of their marketing agency clients. The other purpose was to further educate them on ways they can help their marketing agency clients move opportunities…
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You’re An Agency-Stop Agonizing And Embrace It

There was a panel at Advertising Week in New York of independent agency leaders who were all asked: Is now a good time to open an advertising agency? (I’m sure you have thoughts on the question.) Spoiler alert-the answer was a resounding yes from the panel and I think the recap on The Drum is…
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Tips and Tricks from the New Business Pros – First of a Series

New Business Best Practices

We recently had an internal sharing session with our New Business Directors to share tips and tricks used to prospect marketers. We do this every now and then – one of the benefits of having all 40 of us here at our Cincinnati HQ location. It’s a great way to share best practices/that which is…
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When it’s all really clicking

Move the agency new businss needle

Received this update from one of our clients yesterday and just thought I’d share as their program is really clicking. This client has been with us two years and has seen a number of wins. Like any program, the success of the program takes smart planning, great collaboration, solid value-added nurturing, and persistence on the…
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You Don’t Want To Be The AOR

Blasphemy! You don’t want to be the AOR? Explain. And so I will. In a normal day, I talk to multiple agencies, and a little while back, I had a conversation with an agency principal that stuck with me. He described a client they had: a Fortune 500 company they’d worked with for 3 years…
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The Art (?) of Self-Selection

Agency self selection

Prospecting is a funny game.  There are times when prospects you never expect to materialize or possess great value, prove to be your best clients. I’ve seen it on our side of our business as we reach out to agencies to learn more about their agency new business needs. Bigger isn’t always better in the…
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Let’s Not Go Back to the “Used Car Like” Days

Agency New Business Sales

When I started RSW/US in 2005, the industry was very “used car salesman like” in its reputation and the industry was in its infancy. Over the years, I’d like to think that we brought some legitimacy to the industry.  We helped the industry grow and along with some of our competitors, we were able to…
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