You have probably said or at least heard the agency-centric expression “new business cures all ills,” and it’s pretty accurate. Will it fix fundamental problems at your agency? Unfortunately, no. Those are still on you to solve. But it does fix a lot of cash flow challenges, too much time on our hands bickering, and morale issues.
I believe that agency owners need to invest a significant amount of their time and attention to biz dev and yet, when I get into most shops, to say the effort is haphazard is an understatement. Most of you have a reactive new business program, which means you respond to what walks in the door through referrals, RFPs, etc.
One of the areas where I see the least amount of prep is in that initial conversation. You go to all of that effort to get the meeting. I want to make sure you make the most of the opportunity.
I wrote an article for Spin Sucks about seven steps you can take to improve that first impression, whether it’s a coffee meeting or a full RFP presentation. My guess is that some of them will just be a reminder but hopefully a few will inspire you and your team to tweak what isn’t working.
Making some minor tweaks in how you show up may be all it takes to move you from being the agency that hears “we really liked you but we went a different direction” to “We can’t wait to work with you!”
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