agency new business program

Agency owners: Isn’t it time to get a real agency new business program?

Most agencies believe they don’t have an agency new business program. They say that they their business development strategy just relies on referrals and growing their current clients. And it’s working great. But they’re wrong. They do have one. Here’s how it works. Big client either fires them or notifies them that the account is going up for review. Agency owner wets himself and goes into either a full-blown panic attack or into a catatonic stupor. There’s usually a drink or three consumed. The next day the owner pulls together the leadership team and there’s a flurry of activity to drum up some money. The owner sits in her dark office, putting together “the list” of who will be laid off if the revenue can’t be replaced. The creatives come up with a direct mail campaign and the account service team is tasked with creating or updating the cobweb covered prospect list of about 300 companies. The agency does the new business mad scramble until they either have to lay off some people or score a new account. All of a sudden, they get so busy servicing the clients they have that they don’t have time to keep up whatever new business activity they’d been pursuing. And so the cycle begins again. Want to finally break the chain reaction? Want a business development strategy that you can actually deploy and implement no matter how busy your agency is? You need to create a macro – micro – nano agency new business program. Macro: The macro portion of your agency new business program is aimed at people who have never heard of you or your agency before. There are multiple research studies done with decision makers that hire [...]

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