Episode 93: The Do’s and Don’ts of New Business, with Lisa Colantuono.

Not only does Lisa believe in enduring partnerships that matter, but she actively participates in creating them. Having consulted on and managed agency reviews including Lee Jeans, Panera Bread, and Subaru – just to name three of the reviews AAR has conducted for clients in virtually every major industry – Lisa tackles and solves the most vexing agency search challenges and has enabled hundreds of marketers to meet and/or exceed their business goals. Described as an agency search consultant whose unique perspective is highly valued, Lisa counsels both marketers and communications agencies on their business and branding efforts.

In addition to her role as a consultant, she has created a new business service center for agencies by co-founding Access Confidential in 2005. The comprehensive new business research tool has become the go-to resource helping communications agencies to prospect smart and avoid the pitch!

Lisa also works with the academic world including Wharton’s Future of Advertising Program, as well as teaching as an adjunct advertising professor at NYIT. Many of her articles on the subject of client/agency relations have been printed in industry trades such as Forbes, Huffington Post, Advertising Age, Adweek, and HubSpot Blogs Agency Post. Lisa is also part of the industry speaking circuit presenting at national conferences including AAF, HOW Design Live, Mirren, and Ad Age Small Agency Conference.

Lisa recently wrote the book “@AARLlisa: New Biz in 140 Characters (or less).”

 


 

What you’ll learn about in this episode:

  • The simple mistakes agencies make in the new business search process
  • Why complacency is a big problem for agencies
  • The importance of continuing to court your current clients
  • Why chemistry is so vital in an agency-client relationship
  • Prospecting smarter with Lisa’s Four T’s
  • Building relationships by teaching
  • Why you need to know what your agency is — and isn’t — good at
  • What to do when executives change (both on client and agency sides)
  • Finding project work for your agency (and growing that into a larger relationship)
  • The danger of coming off as desperate to leads
  • Why you need at least one person whose job is new business
  • The importance of an integrated new business plan

 

The Golden Nugget:

“The #1 rule for any new business person is to keep your current clients happy.” – @AARLisa Click To Tweet

 

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Ways to Contact Lisa Colantuono:

We’re proud to announce that Hubspot is now the presenting sponsor of the Build A Better Agency podcast! Many thanks to them for their support!