We’re several weeks into the RSW/US “Winning Hands” promotion on Instagram.  Every week we’ve “dealt” five cards on Instagram, and every hand’s a winner that can keep your firm out of the agency new business shuffle.

This week  a couple of the cards dealt presented a pair of tips that are very much related:

oct-20-cards-ec

This shouldn’t be news, but agency new business development is not an event.  It’s a process, a very rigorous process.   Your team needs to be every bit as disciplined and methodical as a runner preparing for a marathon.

We offer several resources on our website that can assist in this preparation.  Following the tips on the cards dealt this week:

“Be 110% prepared at EACH STEP of the process.  Not only for the pitch.”

Look to our recently released infographic, Ups & Downs of Agency New Business.  It calls out six clear steps (with the sixth being “Celebrate winning new business!”) that provide a great road map for your new business development strategy.

“Research your prospect BEFORE the first meeting.  Be ready with good questions.”

As highlighted in the “Ups & Downs” infographic, 72% of Marketers believe that agencies arrive at first meetings under-informed about their business and industry.

Resources to help you prepare include:

– The eBook, Put on that Damn Sales Hat

At a high level, the slides below from the Counsel on Closing webinar identify what Marketers want and do not want in their first meetings with a new agency.  Give serious consideration to these points as you prepare for new business meetings with prospective clients.

marketers-want

marketers-dont-want

Making the meetings about the prospects – rather than emphasis on your capabilities and past work – does take more time and preparation. Putting that effort into your preparation will set your firm apart,however, and will greatly reduce the risk of getting lost in the agency new business shuffle.

Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.