Agency Owners

Hey agency owners — are you struggling with your millennial employees?

One of the most common struggles I hear from agency owners is that they're struggling with managing their millennial employees.  For a bit of levity, I often share this video.https://youtu.be/Sz0o9clVQu8 And in case you're a millennial reading this -- here's the response about working with "older" employers.https://youtu.be/C1a6M3dBNwc

An agency’s biggest new business waste of time

Here is a sales prospecting tip for you, agency owner: Don’t waste your time chasing after every person interacting with your content, you’ll drive yourself crazy and it’s not worth the time. Here’s why: Agencies are finally embracing the idea of being content creators.  That's the good news.  But, they're also falling into the trap of an agency's biggest new business waste of time - chasing after everyone and everything. That's the bad news. The agency's content efforts are beginning to generate some activity in the form of: Opt in lists for downloads or e-subscriptions Blog subscribers Commenters on their blogs and for some reason, many of you are drowning yourself in this data, trying to create elaborate ways to track these people down and move the conversation to the next level.  The truth is -- they just wanted your content.  That's it.  They haven't given you any indication that they're a potential buyer of your agency's services or that they have any interest in your shop at all. Could they be a prospect?  Sure.  But they could also be a college kid who downloaded your white paper on email marketing so they could plagiarize it for your Advertising 101 class.  Or anyone in between. Don't spend a ton of time with your sales prospecting at this stage.  The way you figure out if they're a prospect is to keep producing good content and always include an invitation to reach out and actually talk to you by email or phone.  But until they take that step -- they are a COLD lead at best.  They barely know who you are. Can you include some baby steps in your content?  Sure.  That might include something like: [...]

Advertising agency owners take money out of their own pocket to stay overstaffed

I have found that most agency owners are very generous people. They love the people they work with and want to create an amazing working environment. They are also very slow when it comes to firing an employee – whether it’s because the person isn’t performing at the right level or because billings have dropped and they just don’t need that person any more. All of that is lovely. But, you are literally taking that money out of your own pocket when you make that decision. I can’t tell you how many times an agency owner has lamented to me, “I know I should let Carl go but he’s putting two kids through college.” Yup – and you are taking money that should be going into your kid’s college fund (or your retirement or investment account) and handing it to Carl’s kids. Even more than that – by not firing an employee, you are putting your entire agency at risk, for the sake of this one person. Your responsibility is to run the agency in a fiscally sound manner so that the agency survives the ups and downs of cash flow, clients coming and going and other economic factors. I saw way too many good agencies just close their doors in the last recession because the agency owner stubbornly held onto too many people and didn’t trim overhead expenses fast enough. One ratio that can help you stay in alignment is a rule of thumb we use at Agency Management Roundtable with our agency clients. On average, for every $100,000 - $125,000 in AGI (adjusted gross income = your gross billings minus your costs of goods sold) you should have one full time equivalent. If [...]

Tired of being treated like a vendor? Stop acting like one.

Agency owners and staff alike have been complaining to us for several years about the growing number of clients – including existing clients – who insist on employing the agency as needed, rather than maintaining a long-term working relationship. In other words, using the agency as a temporary source of specified services, rather than as a valued advisor. If you're tired of jumping through purchasing department hoops or being one of many agencies at the table -- there's a way out.  This doesn’t have to happen to you.  But you need to be willing to make sue changes. It's time to start acting  like an advisor and resist being mistaken for a vendor. How many times have you heard that if you look like a duck, act like a duck, etc., people will treat you like a duck? Maybe it's time for us to stop walking around, quacking! There are three key reasons why agencies are being treated like vendors today – one largely beyond your control and the others totally within you control. What you can't control The reason that's largely beyond your control is what's happening in businesses today. Many of them are experiencing workforce reductions and cost cutting because of the economy's ongoing struggles.  Unless you have a magic bullet for the economy -- you're going to have to find work arounds for this challenge. What you can control The reasons totally within your control are the willingness of agencies eager for income to behave like transient vendors, rather than being and presenting themselves as valuable long term advisors. The second reason that your agency gets stuck in vendor mode is that agencies have been hiring “nice” account managers whose focus in [...]

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