I’ve been writing about and thinking a lot about the prospect’s mindset when they are looking for a new agency. And at the end of the day, what they want is they want the safe choice. They want the choice that will earn them the raise, the bonus, the promotion. They want the choice that they can take into the C-suite and have confidence in.
And what they really want is the safe choice that ensures they don’t lose their job or credibility. And so they’re looking for proof points over and over and over again. And there’s a variety of proof points. I’ve written about this. I wrote about this before the holiday and shared a grid of 14 different proof points they’re looking for to know your agency is the safe choice they can trust.
That’s really what this is about. Can I trust that this agency can do a consistently good job and help me accomplish my goals?
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Hey, everybody. Drew McLellan here from Agency Management Institute this week coming to you from Greensboro, North Carolina. You know, I've been writing about and thinking a lot about the prospect's mind set when they are looking for a new agency. And at the end of the day, what they want is they want the safe choice. They want the choice that is going to earn them the raise, the bonus, the promotion. They want the choice that they can take in to the C-suite and have confidence in. And what they really want is the safe choice that make sure that they don't lose their job or their credibility inside their job. And so they're looking for proof points over and over and over again. And there's a variety of proof points. I've written about this. I wrote about this before the holiday, and I shared a grid of 14 different proof points that they're looking for to know that your agency is the safe choice, that they can trust you. That's really what this is about. Can I trust that this agency can do a consistent good job and help me accomplish my goals? Because if I can't trust that, if I don't feel safe in that, then I am going to have a hard time number one, selling it up the food chain.
And number two, and more importantly to me as a human being, I'm putting myself at risk and putting my job at risk and putting my financial security at risk. And no offense, I don't care how cool your creative is or how great your content strategy is, if it doesn't prove to me that you know your stuff and that, you know, more importantly, my stuff, that you are an expert in what I need to solve. You an expert in my industry. You are an expert with my audience. You have solved the same problem I have over and over and over again. If there's not evidence that demonstrates that you have that expertise and that you are that safe choice, then guess what? I'm going to go with the agency that makes me feel a little more confident that I'm making a choice that protects me, my family, and my job.
So your job, when you think about new business, is what is the evidence that you need to gather, and how do you need to share it so that you are the safe choice? That's the question I want you to think about. And that's what I want you to start this new year working on, is how do you build an evidence based sales program that documents and demonstrates your expertise and the fact that there is nobody better on the planet to do the work than you. And when you can do that, all of a sudden the pipeline fills up and those opportunities are going to present themselves and close faster. Okay? All right. We'll talk more about this.
