fbpx

Did you email me?

A couple years ago,  I updated my OS on my laptop and it literally ate any email sent to/from me after 2015. I went through several weeks of trying to get back to all of the people who had emailed me and never heard back.  They probably thought I had no manners but I promise — I was raised better than that. This illustrates a point that I teach regarding email. We depend on email too much and we assume it’s more reliable than it is. Which is ironic, given our own inboxes and how much clutter we dodge throughout the day. I was talking to an agency owner the other day and she was lamenting that their new business efforts are falling flat. As she described their efforts it was pretty clear that the problem was they were tossing the ball into the prospect’s court by email and then just waiting for it to bounce back. This is also a huge problem with your AEs. In our AE Bootcamps, one of the best practices I stress is not to just use email to shift the burden to the client/check the item off their To-Do list. Your AEs need to be adept at quickly accelerating a conversation beyond email. If you’re not coaching to the advantages and foibles of email with your team, you should be. If you’re not building out a more robust communication matrix with prospects and clients, you should be. If you would like your AEs to learn more about this best practice as well as many others, there is still time to sign up for one of our virtual AE Bootcamps here or here! This was originally published in the weekly [...]

By |

What cornerstone content are you creating?

I believe agencies need to shift their own (and their clients’) content creation from a cost to a money-making machine. Every agency I know is creating content but few are monetizing it. Honestly — that’s mostly because the content created is generic and lousy (did you write a post about the new Pantone color — if so, I am talking to you!) and any agency could swap out our logo and insert theirs. But... I digress. Agencies need to come to understand that they absolutely have to get serious about their content and in fact — need to be producing what I call cornerstone content. Think meaty, informative content that defines your agency’s point of view and unique way of working. That’s typically: A book the owner authors A podcast A video series A very provocative/prolific blog Primary research you commission/design It needs to be significant enough that it can be sliced and diced throughout the year into bits of micro-content for your agency. Done well, it can absolutely be a game-changer for your agency. Hubspot asked me to write about my experience launching the podcast and how it impacted AMI. You can check it out here. Hopefully, it will light a fire under you to make THIS the year you stop writing generic blog posts and start getting serious about investing in content that can drive money to your door. This was originally published in the weekly AMI newsletter.  To subscribe, click here.

By |

Who is in your posse?

When I started my agency back in 1995, I was the perfect combination of arrogant and ignorant. “How hard can running an agency be?” I thought to myself. Well, as you might guess, I found out in a hurry. There were some terrifying “can I make payroll?” days and even more “I wonder how we should do....?” moments. I joined AMI (back then it was Agency Management Roundtable) back in 1999 and felt like I had been thrown a life jacket. I was surrounded by other agency owners who understood my world, had answers to my questions, and were happy to be the support system I needed. I learned best practices, a financial dashboard I could update and understand, and best of all — had a safe place to explore new ideas, share the stinkers and commiserate/celebrate depending on the day. That’s why I run AMI today. I get the power and value of a peer group that genuinely cares and a leader who understands the trends, teaches the best practices, and makes connections that lead to business growth and profitability. Everybody needs that kind of a life jacket, especially today. AMI has had agency owner peer groups that meet in person twice a year for over two decades. But that kind of travel and time commitment doesn’t work for everyone. So, we have an alternative — a virtual owner peer group. These groups are a little smaller (6 agencies) and meet monthly via Zoom, which we all should be proficient at by now. You’ll get the same leader-led discussions and coaching and I believe you will form the same kinds of bonds that our current peer group members enjoy. We offer them in multiple [...]

By |

Lead Generation 2.0

Study after study tells us that CMOs rank lead generation as their #1 priority and one of their biggest sources of frustration. So if we practice the tired “what keeps you up at night” exercise — I think we know the answer. Most of our clients and prospects need to generate more qualified leads and they admit that they don’t really have the tools or know how to do it. I speak at conferences where I am surrounded by agency owners who drive leads for their clients. But even among these agencies — there’s still a lot of discussion on how to develop a better strategy and how to help the clients embrace the technology that is part of the solution today. The truth is, many business leaders and many agencies (maybe you?) haven’t yet embraced the 2020 version of driving leads for our clients. There are lots of reasons why (cost, complexity, lack of content, etc.) but the truth is — if our agencies don’t figure out how to deliver on this need, someone else will. I don’t believe it’s optional today. A story I wrote for Forbes on marketing automation highlights this topic. How are you bringing new leads to your clients and what role does marketing automation play in that model? By the way — this isn’t just a challenge for our clients. How are you driving right fit prospects (not just anyone who walks in the door) to your agency? This was originally published in the weekly AMI newsletter.  To subscribe, click here.  

By |

Business development happens in inches

I have had several phone conversations recently with agency owners who have sales pipelines that have dried up. They’re frustrated and scared. I get it. We’ve all been there. But when I asked them about their business development activity, they all admitted that they’d taken their foot off the pedal. Sure — they all had great reasons why they didn’t do the follow-up or initiate the new tactic. You know what I’m going to say because you’ve said it to yourself. There will always be another reason/excuse. There’s always a fire to put out or something to be done internally. You have to carve out the time to work your new business plan and protect it like it’s your favorite kid’s birthday. It’s too easy to slide backward and once you lose the momentum, it’s back to the starting gate. Like exercise, it’s a lot easier if you work the muscle on a regular basis. By the way, this is never going to happen by accident or wishing. If you don’t calendar it out, your day is never going to suddenly free up. In our Best Practices of Agency Owner’s workshop, Running Your Agency for Growth, Profit (and a little sanity!)  in March, we’re going to show you some strategies for actually controlling your days so new business happens on a consistent basis. We’re also going to walk you through how to construct a business development plan that is actually sustainable and successful. Be sure to grab a seat if you think it would be helpful! This was originally published in the AMI weekly newsletter.  To subscribe, click here.

By |

What do you ask next?

Given the amount of competition out there, the challenges of landing a new client and the struggles with keeping the clients you have – I totally get the hunger to have the right answers. After all, that’s what they’re paying us for, right? Our expertise. Our years of experience. Our guidance. I want to suggest that while all of that is true – our expertise, experience, and guidance should show up in a different way. It’s not about the answers we provide, it’s about the questions we ask. When we are meeting with a prospective new client, the sentence I love to hear more than any other is “I’ve never been asked that before.” That means I am adding value. I am taking them in a direction they haven’t been before or coming at their issue from a different perspective. And odds are, the closer I am getting to the best answers. Many agency owners are frustrated that they’re the only ones who can do strategy inside their shop. I believe that’s because they’re the only ones who know how to ask questions that go beyond the surface or the expected. If you recognize your shop in that description, it’s time to teach your employees how to ask better questions. It helps if they’re naturally curious. Is their brain wired to wonder? That’s a critical trait when you hire. But if you have some team members who aren’t, then you need to help them exercise that muscle/develop that habit. Here are some tips you can offer as you’re coaching them. Keep it open-ended: Try to keep the conversation going by asking questions that require a longer response than a yes or no. Certain words trigger [...]

By |

Have you unplugged lately?

We're getting ready to head into a long holiday weekend. Are you planning on unplugging? Really unplugging? I'm talking about focusing on recharging your battery, investing in your family and friends, and most importantly — doing something that makes you feel like a priority. Don’t worry — I am not giving up AMI and going into the Oprah business. I swear — this is very relevant to my day job. In fact, it may be one of the most important best practices that I preach. Agency owner/leader burn out is one of the biggest threats to the health of your agency. You have to understand your role in the agency. You are the epicenter. Your energy, your focus, and your contributions are what set the course. When you let yourself get too weary, too burdened or too overwhelmed — everyone feels it. They may not be able to articulate what they sense, but it absolutely changes the dynamics in your shop. I just had this conversation with two of our coaching clients — I believe your #1 obligation as an agency leader is to make sure you stay replenished, refreshed and that your head/heart is in a very good place. That does not happen by accident. Is protecting your state of mind a conscious part of your week? None of these things will happen if you don't commit to them, which means putting them on your calendar and paying for them in advance. We all know what happens to an open hour on your calendar. Here are some suggestions: Weekly: (3 measly hours) Take 15 minutes to write in a gratitude journal every day. You'll be stunned at how powerful this is Take an exercise [...]

By |

Want to get more done?

I don’t know a single agency owner who does not lament over the lack of time. Every one of us faces a daunting To-Do list and there are very few days when you push away from the desk and think “Wow, I covered it all today.” I am not going to promise you a magical solution to wiping out your To-Do list. But I can help you put a serious dent into it. The only way I’ve discovered to be uber-productive is to be ruthless with your mornings. For the last few months, I’ve been conducting an experiment. On the days where I carved out 2-3 hours of uninterrupted work time in the morning, I crushed my list. On the days that I started with calls, meetings, or checking my email — I got significantly less done. Every night, I write down the three biggest things I need to accomplish the next day. I would get up and be working by 7 am and work for 2-3 hours without checking email, voicemail or picking up the phone/texts, etc. On my power mornings (as I’ve come to refer to them) I could usually get at least two of the three accomplished. I have a lot of all-day meetings so on those days, I might only get an hour in. But I’d try to knock out at least one of my must-dos before the meeting started. Now that I know the value of these morning sprints, I am marking off my calendar to protect that time as many days a week as I can. It’s a work in progress but the more I do it, the better my outcomes. The trick is the solitude. No team, no [...]

By |

When it comes to your agency, are you confusing marketing and sales?

Most agencies struggle with sales. Honestly, I think one of the challenges of business development is that many agencies blur the lines between marketing and sales. Many agencies are getting better at marketing. Technology and social media, and all of that make it easier for you to create content or do an e-newsletter, or have a Facebook page. The challenge with that is — it’s not sales, it’s marketing. It feels like you have a new business program when really you have marketing activity. In some ways, the fact that agencies are better at marketing makes some even worse at sales. All of that marketing “stuff” makes them feel as though they can check the box of new business activity. But really that’s just erroneously putting two things in the same box that should be in separate boxes. Many agency owners say to me, “If we can get across the table from someone, we can make the sale.” And what that says to me is: A) they’re probably punching below their weight class because nobody wins all the time. B) they’re waiting for opportunities to present themselves as opposed to going out and creating an opportunity that really is the right kind of client, the right fit, the right industry, and the right size. Take a good look at your business development efforts. Do you really have a sales program or are all of your marketing activities blurring your vision? If you’re waiting for luck and referrals to completely fill your pipeline — is that helping you grow the agency you actually want to build?

By |

Are you protected from your partnership?

No one buys homeowners insurance because they actually expect to have a fire at their house. But they know if they wait until there’s a fire, it’s too late. So, on the very first day of homeownership — they buy the insurance as well, hoping they never have to use it. For some reason, agency owners don’t always apply this same logic to their business. If you have any sort of partner (minority, silent, 50/50, etc.) you need to have insurance in case that partnership goes south. Hopefully, it will never happen but an illness, a divorce, a midlife crisis or a myriad of other things could put your business in harm’s way. Without the proper partnership documents that outline how you handle any threat to the agency — you can be left holding the bag. I’ve had many conversations with owners over the years who find themselves in a position they’d have sworn could not happen. And yet it did. A good partner will welcome this conversation and exercise. After all, they’re at risk if you’re the one who gets sick, goes off the deep end or has personal issues that trickle into the agency. If you’re a 50/50 partner, your documents should also outline how to settle disputes when the two of you are on opposite sides of an issue and neither is budging. Don’t be the person standing on their lawn, watching their house burn to the ground, all the while wishing they’d purchased the insurance. Protect your partnership now — when there are no issues, problems or worries. It’s a much easier conversation to have when you can’t imagine ever needing it.

By |

5 Mistakes that cost agency owners money.

Go to Top