More SATISFACTION in Agency New Business


A recent note from one of our clients shows how contagious satisfaction can be.

It also reinforced key points from an earlier post celebrating client feedback.

First, the note. (For client confidentiality, the prospect company name has been changed.)

“Mark, I hope all is well.  We just had a go-to-meeting with Acme Insurance.  The CMO started the call saying he gets 20 e-mails and solicitation calls a day from sales people and doesn’t return any of them.  He said Liz’s persistence and our message that we specialize in Insurance got him to respond. He was definitely impressed with Liz. Just thought I would share.”

never give up

Certainly, I like to celebrate the hard work of our New Business Directors, who, like Liz, represent our clients with top-shelf professionalism and present their capabilities with relevance to prospects.

But I also want to call out the consistency in this note with another one we shared from a client last September: SATISFACTION in Agency New Business.

As related in this September 2 post, methodology and persistence are primary keys to the success of our clients’ new business programs.

Persistence… just as our earlier post reflects, even major league hitters don’t bat 1000. Their success comes in going back to the plate time after time.

In our world, persistence pays off in particular when the methodology provides value to the prospect.

Core to the methodology are targeting and messaging strategies that insure outreach to our clients’ prospects is relevant and meaningful.

Want your prospects to respond and be impressed by your new business outreach?

Plan and prepare for consistent, relevant messaging.

And, be persistent.

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.