I had a great conversation (podcast) with Andrew Dymski, the host of Inbound Agency Journey about how and where agency owners should be investing their time. We talked a little inbound but the lion’s share of the conversation would be relevant for any agency owner. Take a listen here. In the podcast, I talk about how a primary focus for any agency owner should be new business. In fact, about 50% of your time and attention should be devoted to it. How are you doing on that? To make that happen, you need to get out of the weeds of daily client work. You also need a plan of attack. Take a look at our online business course - AMI’s Agency New Business Blueprint. It just might be what you need to help you get out of the weeds. Like all AMI work, if you don’t like it, we’ll give you the money back. Check out the content here and hurry up before 2020 budgets and plans are created and you’re not part of the mix.
With all the buzz about establishing yourself as a thought leader and the long-term value of that effort, many agency owners have written or are thinking about writing a book to demonstrate their expertise. There is assumed esteem that comes from being a published author, whether you self-publish or choose to work with a hybrid or traditional publisher. No matter how your book comes to life unless you’re James Patterson, the promotion of your book is pretty much going to be on you. Odds are you didn’t write the book to make millions of dollars, but instead to use the book to build your position as a thought leader, open up opportunities to speak, or be sought out as an expert by the media. Some agency leaders write a book merely to be used as a three-dimensional business card! No matter what your end game, you have to get your book noticed before you can enjoy the benefits of going through the hard work of writing it. Here are some ideas on how to launch and promote your book. Ideally, you’ll have time to plan for all of this before your book comes out. But many of these tactics can be effective, no matter how long ago your book was first published. Build your audience before you need it: Depending on the subject matter of your book, start creating relationships with potential readers before the book is out. Focus on growing your social reach on the channels that you typically use and where you think your core audience is hanging out. You’re also going to want to build up an email list of people who are interested in your book’s topic. Hopefully, you are already [...]
I spend a lot of time in various agency conference rooms, critiquing their new business pitches. The invitation to do that usually comes after a streak of “we loved you, buts” or worse — not even making it to the final face to face meeting stage. The truth is — you are pitching your agency every day, whether it’s a formal review where you put on a suit and stand up in front of a committee or you’re sitting across the table from a prospect talking over coffee. Whatever the circumstance — the biggest (and most common) mistake agencies make is that we’re so enamored with our fill in the blank (proprietary process, programmatic prowess, award-winning creative, etc.) that we forget that is not what the prospect needs. They need results. They need proof that their marketing dollars are working. They need leads and sales. Go grab your last three proposals/pitches (word docs, PPT — whatever the format) and give yourself a score. How often do you talk about your agency (our work, our results, our team, our process, etc.) versus the tangible results that the prospect can reasonably expect if they hire you? If you’re honest and your proposals look like most — you are not going to get a passing grade.
I have a brilliant idea that I know could net me billions (with a b) of dollars. I should recruit/hire and train new business people for agencies. I could charge a premium for these sales superstars who not only understand the agency business but can have a deep discussion around any business issue and can also sell an agency’s abilities with passion and conviction. Sadly, the only humans who possess those unique qualities are you — agency owners. Yes — every once in a while, an agency spots and recruits the rare unicorn who can sell as well as an agency owner but for every success story I hear, I hear 99 tales of woe. The folks at Agency Post asked me to explore the idea of the mythical, magical new business guy and what agency owners should do instead and if you really want to dig into building a sustainable new business program for your agency — check out our online, on-demand course, Agency New Business Blueprint.
Everyone, even agency owners, makes mistakes now and then. However, the issue becomes more serious when the core of those mistakes (especially if they are repeated) is the agency's overarching business development strategy. If that is flawed, then the business is at risk. One of these common biz dev issues is what I call the “feast or famine” mentality. You recognize the cycle. You hunt down as much new business as you can find, then get so busy servicing clients that you stop chasing new business. All resources go to urgent matters like hitting deadlines, and meanwhile, blog posts don't get written and your monthly newsletter becomes a quarterly one. That can cost you a great deal…but it’s also 100% fixable. Hubspot asked me to write a series on new business challenges for agencies and the first piece covers this particular flaw in most agencies’ systems. As always, I’d love to hear your thoughts on the topic. If you really want to dig into building a sustainable new business program for your agency — consider our online, on-demand course Agency New Business Blueprint.
How many times have you had a prospect say something like: You are a breath of fresh air compared to our current/old agency You actually understand our business Our other agency never asked us questions like this Wow - I actually know where our dollars are being spent with you It feels good, no make that amazing, when we know we are exceeding our clients' expectations, even if it is because they were with a lousy agency before us. That makes it tempting to go out there and shout "we are not like the other guys! Come experience the difference! I totally get why you ask yourself "should I compare our agency to others?" I'm here to tell you, whatever you do, resist the urge. Think back to the 2018 mid-term election cycle and recall what I am guessing we all said or thought as we watched yet another political ad. “Stop talking about how bad the other guy is and just tell me what you will do.” I get the temptation. But avoid it in your own messaging and marketing. You talk about you. Your philosophy of the work. Your defined and tested process. Your unique POV. Your depth of experience. What is it like to work with you. Let them read between the lines and sense the difference. Where you can put some spotlight on the “we’re better than the other guys” is when you share other people’s words and reflections on you. Think: Google and FB reviews (which you should be actively seeking) Testimonials Client referrals The clients you offer to let prospects talk to You can create a cheat sheet of the above mentioned points of difference and ask them to [...]
Voice controlled devices (VCDs) like Alexa, Google Home, and Siri are exploding in the marketplace. There is no sign that the trend toward voice search and assistance is slowing down, and I’m here to assert that this trend can be advantageous to agency business development. As a matter of fact, I believe strongly that voice represents that next opportunity, that next patch of fertile ground where you can plant your flag. The opportunity for business development with voice controlled devices is big—huge even. Let’s do a quick dive into the data on VCD usage and where it’s headed. Then I will share what I consider the four top new business development strategies around voice. These are great to use in building your own business, and also strategies you can easily employ with clients. Voice is Getting Louder The market for VCDs is exploding. Echo and Echo dot were the best selling items last year for Amazon, which makes them the biggest seller on the biggest online retail platform. That’s big. In addition, once purchased, these items are frequently used. Google did a study that found 72 percent of people who own a voice-activated speaker or a smart speaker report that the devices are a regular part of their daily routine. Voice Controlled Devices are Doing More Last I checked, the Alexa Library is 30,000 skills, so 30,000 pieces of software that you can install into your Echo and then ask Alexa to do certain things for you. Google Home's library is less than 1,000. So in the assistance space, Alexa wins. But obviously, just like everywhere else, Google dominates voice search. Even more to the point, voice is on its way to becoming the default [...]
A finely tuned agency new business plan requires preparation and planning. Here are ten tips for planning a better, more successful agency new business effort: 1. Distinctly position your agency Some agencies try to be everything to everyone, or so their positioning would have us believe. As a service provider, that’s an understandable position to take, but it dilutes your offering when a prospective client comes along with specific needs (which is, really, all of them). The ability of an agency to differentiate itself begins with a compelling agency positioning. You don’t have to be so hyper-specialized as to become irrelevant for most AOR searches, but small tweaks in the way you talk about your agency can make a big difference in how you’re perceived. A great historic example was Kaplan Thaler Group’s “We make unknown brands famous. Make famous brands icons. And create ideas that become part of our culture.” Start with a philosophy that’s true to your work and style, and infuse that into everything else: work processes, interaction processes, and ultimately a positioning statement. 2. Focus on business issues This one is so obvious, yet so often forgotten in the rush to talk up your agency. Business issues should be an undercurrent to, if not the outright focus of, any conversation with a prospective client. Even if the client’s not willing to share all issues outright, there are ways to make the conversation more about them than you, and better yet, to show how you’re the solution they need. The successful matchup of client needs and agency offerings begins with an agency’s ability to draw explicit connections between the two. 3. Highlight service The importance of outstanding service delivery can’t be overlooked. [...]
The tone and outcome of the sales conversation are set into motion by how well you uncovered your prospect's needs early on. It’s impossible to adequately sell if you don’t even have a clear understanding of what your prospect needed in the first place! While that sounds like a no-brainer, many sales pros rattle off their list of differentiators and wait for the prospect to be impressed instead of asking clear, concise questions and listening to their responses actively. There are two types of need you can uncover during these interactions: aspirational needs and frustration needs. Aspirational needs include things that the prospect wants and does not yet have. Frustration needs are born out of the pain points the prospect is experiencing with their current solution that they’re looking to solve. Uncovering your prospect's needs is simpler than you think Believe it or not, the four key questions that drive the uncovering the prospect's needs portion of the sale are pretty simple. The first three should be answered by the prospect and the last one, which may be the most overlooked, should be answered by none other than you! So, let’s dive into the four questions you must ask to uncover your prospect's needs. 1. What do they need? Straightforward, right? So many sales pros tell leads what they need instead of asking the lead what they think their needs are. If you believe in your product or service and if you know it like the back of your hand; it’s easy to assume that your prospect knows they need it. But you need to ask thoughtful questions to see where they are at. You don’t need to bury the question here; you can simply [...]
Agencies everywhere are finding new business development to be a greater and greater challenge. And, unfortunately, the business development strategies of most agencies are destined for failure. 1. Unattainable growth rates are often needed to achieve agency growth objectives 2. The investment required and the low odds of winning pitches is debilitating 3. The stress on organic growth is intense and rarely achieved 4. Too much reliance is placed on a small group of senior “sellers” 5. Difficulty “standing out” in pitches leads to expensive, wasteful theatrics 6. Cold calling experiences are generally unsuccessful and de-motivating If you experience some of these challenges, your team is not alone! Most agencies face these challenges – hence an opportunity exists to re-invent the industry’s new business development strategies. The Problems with Agency New Business Development Strategies Today Most agencies approach new business development in a three step fashion that is fundamentally flawed: 1) Competitive Pitches and Reviews These are by far the biggest area of focus for most larger agencies. Reviews get most of the business development resources – in people, focus and money. Reviews, however, can be a fools’ paradise: you must make it through the questionnaire stage against a dozen other agencies just to be a finalist (1 in 12 odds) – and then, upon becoming a finalist, the odds are generally only 1 in 4 that you will win. If you do the math, there is a 2% chance of being awarded the business at the time you receive the questionnaire. There must be a better strategy! And yet, while this is such a bitter place to invest – because many of the largest accounts are awarded through a review – it is easy [...]