Agency New Business Secrets Every Rainmaker Should Know (or share) …
Every agency has them; every agency new business consultant has them; virtually anyone who’s taken a crack at agency new business development will claim to have some. There aren’t many real secrets, but there are some simple tips worth noting and worth doing.
In the “outreach” category, you need a computer, telephone with headset, and contact management software (ACT, SalesForce, etc.) That platform will give you a place to create prospect and client databases, plus it allows you to “auto-dial” anyone in the database and record your discussion notes “on-the-fly.” It’s absolutely THE most efficient way to manage business relationships. Anything less is cheating yourself and your agency.
In the prospect “first meeting” category, if you were never in the audience for our presentation, you need to experience “The Agency Tour as a New Business Tool.” That presentation by our sister-company Sales Marketing Institute, Ltd. was being made to select agency gatherings back when AgencyFinder was born and still is. Telephone me and I’ll walk you through it.
In all your dealings with a prospect – know your agency, know your people, know what your agency has done and for whom, know what your agency can do and how, be punctual, be honest, be forthright, be sincerely enthusiastic, be inspirational. Don’t be “all that”, don’t be a bore, don’t hog the floor, don’t steal thunder from others.
Ask until you understand; then ask again. Restate what the prospect said, and look for confirmation. Don’t offer solutions until you’ve heard the problem. Don’t speculate (in their business category), but do speculate using fictitious examples to demonstrate how you think and how your agency does do things.
Be careful what you say about anyone to anyone. Assume that any two people of the opposite sex that work together are much closer than it appears. Deal or no deal!
Marketing, advertising and public relations are passionate processes. Find and pick passionate marketing partners; then have fun!
