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The Most Important Principle of New Business Pitching

I learned the most important lesson about new business pitching from an unlikely source for a man in my business: record producer Jimmy Iovine. In 2013 I was a proud dad sitting in the audience at the University of Southern California’s commencement ceremony. The keynote speaker was famous music producer and co-founder of Beats headphones, Jimmy Iovine. He told an unforgettable story that I’ve applied to sales conversations ever since. As I remember it, Jimmy described his start as a sound engineer working on an early Bruce Springsteen album. After working on Born to Run with producer Jon Landau, he was asked to work on the follow up album, Darkness On the Edge of Town. He was tasked to find the right drum beat for a song, and it wasn’t an easy job. After spending six weeks working around the clock trying to get the sound that Bruce had in his head actualized with instruments, Jimmy became frustrated. Bruce wanted a specific sound that he had trouble describing, and Jimmy was failing time after time at delivering what the Boss was looking for. No matter what they tried, it wasn’t working. Bruce kept rejecting the work, which left Jimmy feeling disrespected and on the verge of quitting. When All Seemed Lost, A Pivotal Moment It was then that a pivotal moment took place: Bruce’s manager looked Jimmy straight in the eye and said something to the effect of, “you go back there and say to Bruce ‘I’m here to support you. This is not about me. It’s about the album.’ You will have a friend for the rest of your life.” Jimmy swallowed his pride and did just that. In the end, Jimmy never nailed [...]

By |July 24th, 2018|

Why Getting New Business Doesn’t Have to be a Mystery with Peter Levitan

I don’t care how big or old your agency is — you want to win more new business. If I could bottle business development success — I’d be a billionaire. Honestly – getting new business for your agency is not as mysterious as we make it out to be.   There is a methodology that works. But it requires work. That’s why agencies struggle. They wrestle with being disciplined enough to do the work consistently. That’s why I knew I needed to get Peter Levitan on the Build a Better Agency podcast. Peter’s book, Buy This Book, Win More Pitches, is a brilliant read on how to get your agency noticed and pursued by clients you’d love to work with. Peter has spent his career building successful brands, digital technologies, publishing and advertising environments, and highly effective marketing programs for Fortune 500 companies. He has 30 years of experience running Saatchi & Saatchi Advertising Worldwide, his own Portland Agency, and as the CEO of two Internet start-ups. On the podcast, Peter and I talk about truly differentiating your agency, how successful agencies prospect and what you need to do right now to get your new business program in high gear. We also delve into personas and how inbound has changed the agency new business model. You’ll probably listen to this one more than once when working on getting new business. Peter’s straight to the point style and 30 years of success in the field success make for an incredible interview. To listen – you can visit the Build A Better Agency site (https://agencymanagementinstitute.com/peter-levitan/) and grab either the iTunes or Stitcher files or just listen to it from the web. If you’d rather just read the [...]

By |October 19th, 2015|
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