When business owners are brainstorming new ways to grow their revenue, they first jump to their prospective new client list. Prospective clients who become new clients of yours are great for building revenue, but I argue to look at your current clients instead. Most of your new revenue should come from your existing clients, approximately 60-70%. Here are a few reasons why: You’ve already earned their trust. They’re accustomed to sending you money every month or every quarter. You’ve already demonstrated how smart you are and how much value you are providing. You are embedded within business on some level, and you have an opportunity to show how you could grow their business. These four things will add up to become an easier and faster sale than seeking out new clients. One of your responsibilities as a business owner is to teach your Account Executives (AEs) how to grow their book of business. Think of every AE as a franchisee and yourself as the franchisor; this will help open their eyes to this growth process. AEs will start thinking of how to grow their book of business instead of just maintaining it so that all of your clients are happy and satisfied with your services as they currently are. Additionally, they will start to see that if they are growing your business with the clients they are currently managing, you will give that AE more accounts and clients to manage—which helps them in the long run. There will be some pushback at first, feeling overwhelmed with their current workload. Start by breaking down agency math for them, showing them how much of the agency’s revenue goes towards adjusted growth income (AGI)—the money the agency gets [...]

Public speaking is something many people fear — even visionary CEOs. Tesla’s Elon Musk, for example, has publicly chastised himself for his lackluster performances. Even if you’re not Musk-level famous, public speaking is an essential skill. It could be argued that every time you speak, you’re doing so to influence opinion, inspire action or stir up a certain feeling. You’d better know how to present like a pro. If you’re a business owner, speaking might arguably be one of the most powerful tools in your arsenal. I realized this recently when I interviewed Michael Port, a best-selling author on the subject. He reminded me that great speeches have changed the world many times over—like Martin Luther King Jr.’s “I Have a Dream” speech. What most successful speakers like Port will tell you is that natural talent only takes you so far. The key is practice. Many of the best public speakers approach public speaking as a craft that can be honed through dedicated persistence. Use the following tactics to improve your skills, whether you’re giving a big presentation, pitching to a potential client or even having one-on-one conversations with your employees. Home in on your goal — Figure out why you are speaking and why your audience wants to listen. Are you educating, persuading, or simply connecting with them? Your goal will help you decide which tactics you will use to engage your audience. Rehearse, but wisely — Steve Jobs practiced his speeches thoroughly, and it paid off. His keynote addresses were legendary, even praised by rival Bill Gates. Rehearsing will make you feel more comfortable and more likely to achieve your objective. A good rule of thumb is to spend less time on low-stakes [...]

I repeatedly hear other agency owners lament their inability to find that mythical salesperson who can sell to prospects so owners don’t have to. My response is always the same: Are you sure that person isn’t already inside your agency? From my experience, successful salespeople have typically grown up in the agency (or at least in the agency world). Rather than a sales background, however, these potential sales stars often come from account services. These potential salespeople might not be perfect in all areas at first. Some might struggle with closing deals, for example. What they should have, however, are all the other qualifications of a great salesperson: excellent at building relationships, encourages long-term partnerships and upsells existing clients on your services. If you’re ready to look within your agency for the next dream salesperson, take your time. Put a lot of thought into why this person would flourish in a sales role, and ensure this person has the following qualifications: Knowledge of your agency and the industry it serves—This person must be fluent in your agency, its services and how it has helped clients reach new levels of success. The salesperson’s expertise should also extend to clients’ industries and verticals; otherwise, she won’t have productive conversations about how your agency can solve prospects’ pain points. Confidence—A successful salesperson must be able to naturally speak with authority. She should be comfortable reaching out and speaking to a wide range of people—from marketing associates at networking events to CMOs to business owners she targets with specific outbound marketing efforts. Sales Skills—The ability to create and maintain relationships is the foundation of any good salesperson. She must also know how to ask strong questions while also boasting [...]

Writing proposals–whether responding to RFPs or pitching new services to existing clients–is a responsibility that most agency execs would rather avoid. Some agencies, especially larger ones, outsource the task to professional writers or even have a proposal specialist on staff. They’ve realized that it’s inefficient to ask highly paid executives to perform a task that’s outside of their zone of genius. Smaller agencies may not have that luxury and must learn to incorporate proposal-writing into their long list of responsibilities. I’ve noticed a series of bad habits that, if broken, would make proposals not only easier to write but also more effective at what they’re meant to do – win you more business. Bad Habit #1: You leave writing a new business proposal to the last minute There are dozens of reasons why people leave proposal writing to the last minute. Most have to do with paying clients coming first. Many are just thinly veiled attempts at procrastination. Staring at a blank page can be scary. All writers, even the greats, procrastinate to avoid the fear of starting. But this kind of writing (actually, most kinds of writing) is easier when you start sooner and break it into shorter, multiple sessions. Use the first session to get some ideas down on paper, set your purpose (see more below), make notes about what you want to highlight. Don’t fret – it’s only a set of notes. It doesn’t have to be perfect. In fact, it can be an abomination. Every first draft is. I guarantee it’s going to be much easier to edit an ugly first draft than dealing with the pressure of spitting out something far from perfect hours before the deadline. Bad Habit #2: [...]

Over the past few years, LinkedIn has emerged as the go-to social network for anyone operating in the B2B space. If you are an agency, then your clients are certainly active on LinkedIn. But where do you start? The first step is your profile optimization. At my company, Lead Cookie, we have run over 300+ LinkedIn outreach campaigns. As a result, we have optimized our fair share of LinkedIn profiles along the way. In this article, we will share everything we have learned about profile optimization and give you a framework for optimizing your own. Why your LinkedIn profile is so important Even if you are not actively using LinkedIn as a sales channel, it's essential to optimize your profile. The reason is that your prospects are likely using it as a research channel. Whenever I meet someone new in business, LinkedIn is the first place I go. I use it to learn more and understand the background of the individual I am talking to. From someone's LinkedIn profile, I can make judgments about their experience, credibility, and much more. There is a large portion of the market that is using LinkedIn in this same way. They use it to research and find the professional background of each person they are talking to. This means that even if you don't meet your prospects on LinkedIn, your prospects are likely still using it as a way to research and validate your credibility. The #1 mistake in LinkedIn profiles There is one common mistake that nearly everyone makes when it comes to their LinkedIn profile... They make it all about themselves. This makes sense considering that LinkedIn started as a place to house your online resume and [...]