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Agency New Business

A reach back into the RSW/US agency new business vaults: You can watch our webinar  First Meeting and Closing Effectiveness 78% of Agencies Don’t Know Enough, here.

Neal Kielar from Agency Babylon summarized the main points from that webinar, and yuo can see those in his tweets below: bite-sized pieces of new business inspiration.

-Weak strategy and creative are top 2 reasons clients cite for displeasure with agencies

-For business development outreach, @RSWUS recommends multiple communication tools. Clients say they prefer email (easy to delete)

-However, agencies push for phone or face-to-face when reaching out to prospects, per @RSWUS

-Prospects want agencies to LISTEN in initial meetings, not present themselves. Leave the PowerPoint closed if you can.

-For agency prospects who won’t reveal budget, find ways to have them describe scope of work

-So many agencies don’t follow up adequately with prospects. Be respectful, useful, determined – but not a pest.

-#RSWUS study shows that almost 50% of agencies say it takes 2-3 months to close sale after pitch.

-Agency follow up to prospect should be aggressive at first then lighten as time passes. But always add value.

-If marketers are agency-shopping because of weak strategy, creative from incumbent show how strong yours is to break through

-Agency new business efforts must be systematic to be effective #RSWUS. I’d add: be strategic, too.

I'm the VP of Sales at RSW/US. We specialize in working with services firms to help drive and close new business-if you need help with that, email me at What I actually do: drive sales efforts to bring ad agencies and services firms on board with RSW, create content around successful new business tactics and help drive RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. Dig it.