agency business development - your five biggest mistakes
TRANSCRIPT
5MistakesthatDerailAnAgency’sNewBusinessEfforts
2
30yearsofagencylife/20owner
250+agencieseveryyearwithAMI
DatafromstudieswithCMOs/
decisionmakers
Workingwithagencysearchconsultants
5
Decide.
7
StopaccepKngyourownexcuses
8
ThebarissetpreOylow
Youdon’tneedamillion
10
StopaccepKngyourownexcusesDangerspots
StopaccepKngyourownexcusesMistake#1
Macro
Chartoutyoursalescycle
Micro
Nano
Clients
Consistencywinsovervolume
StopaccepKngyourownexcusesResearchTidbit
Youareontheirradarscreenlongbeforethey’reonyours.85%ofdecisionmakerstoldusthey’refindingyou,nottheotherwayaround.
2014Research–AMI/AudienceAudit
StopaccepKngyourownexcusesSearchFirm’sInsights
Iftheycan’tfindyouquicklyanddetermine:§ Agencysize§ AgencycapabiliMes§ AgencyspecializaMons/niches§ ContactinformaMonTheymoveoninfiveminutesorless.
Mistake#2
Themagical,mythicalnewbusinessguy
Onein40+newbusinessguysaresuccessful
NotrealisKcin:TimeframeResources
Yourinvolvement
StopaccepKngyourownexcusesResearchTidbit
Decisionmakersdon’twanttotalkmarkeMng,theywanttotalkbusinessproblemsandtheydon’tbelieveyoursalesguycandothat.Theywantyou.
2014Research–AMI/AudienceAudit
StopaccepKngyourownexcuses
71%ofCMOssaythereasonthey’relookingforanewagencyisbecausetheircurrentpartnercan’tquanMtaMvelyprovemarkeMng’simpact.NewbusinesssalespeopletalktacMcsandstuff.Clientswanttotalkresults.
SearchFirm’sInsights
Makeyourclientsfeelspecialandaccidental(or
not)salespeople
Mistake#3
Agencieslookandsoundthesame
We’reafullservice,integrated
markeKngagency
Wehaveaproprietary
process
Wepartnerwithourclients
We’vegotXyearsofexperienceon
thisteam
Allmoneyisnotequal
ResearchTidbit
Whenyousayfullservice,theysayBS.
Theywantspecialists.(25-50%oftheagency’sclientsinmyindustry)
2014Research–AMI/AudienceAudit
SearchFirm’sInsights
FourleggedstoolofspecializaKon
Whenyouspecialize,yougettochoose
Mistake#4
You’velostyourswagger
StopaccepKngyourownexcuses
Yourconfidencekeepsyouinthehunt.Theywantanagencywhowillpushback,pushthemandhelpthemkeeptheirjob.
ResearchTidbit
2014Research–AMI/AudienceAudit
StopaccepKngyourownexcuses
AgenciesaretooMmid.Theydon’taskforwhattheywant–facetofacemeeMng,aspecificspotinthepitchorder,ortakerisksinthepitch.TheagencywithswaggergetsnoMced.
2014Research–AMI/AudienceAudit
SearchFirm’sInsights
Interviewthemtoo
Mistake#5
Youviolateoneoftheirsecretrules
ResearchTidbit
51%saidtheyhavea“secretsauce”thathelpsthemvettheagencies.
2015Research–AMI/AudienceAudit
46%saidtheyhaveautomaKcdisqualifiers.
92%tolduswhattheyare.
GetourfreeresearchreportandlearnhowCMOshire/fireagencies.
hOp://agencymanagemenKnsKtute.com/agency-tools/research-2015/
SearchFirm’sInsights
Theagencythatcomestothepitchwiththebeststrategiesandideasdoesn’talwayswin.Clientscan’tsuppresstheiremoMons.Smartagenciesstackthedeck.
SearchFirm’sInsights
Theagencythatcomestothepitchwiththebeststrategiesandideasdoesn’talwayswin.Clientscan’tsuppresstheiremoMons.Smartagenciesstackthedeck.
Avoidthesefive
§ Feastorfaminestrategy
§ Mythologicalnewbusinessguy
§ Lookingandsoundingthesame
§ BeingMmidandwithoutswagger
§ ViolaMngtheirsecretrules
AndfortheloveofPete–decide!Makeitmandatory.
