new business

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 [...]

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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