landing new clients
DESCRIPTION
The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling. Originally presented to AdFed, the ad club of Pensacola.TRANSCRIPT
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Landing new clients.
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“. . . but our industry is different”
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The 7-step approach to connecting your experience to the needs of a potential client in ways that make what you’ve done in other industries and for other clients relevant and compelling.
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Today
Do more of what you enjoy and enjoy more of what you do
• What’s really going on
• The ABCs of creating relevance
• Put this approach to work
Focus on the process, not simply the product
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Nothing endures but change.
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The Paris Hilton Channel on YouTube191,32
4 views
#1 most viewed
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Mentos
Half their annual
budget
$10 million value
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P & G
Advertising in video
games
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Advertising on
myspace
Burger King
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“Not advertising” on the sidewalk
IBM
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“15 hours ago PLUTO was looking more and more like a goner . . .”--Sydney Morning Herald, Australia
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Nothing endures but change.
From Lives of the Philosophers by Diogenes Laertius
c.535 - 475 BC
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“This is the way he said he wanted it.”“I took it back to them, but they didn’t like it, and they want you to . . .”
Roadblocks to implementing new ideas
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“. . . but we’ve always done it this way.”
Roadblocks to new ideas
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“. . . but our industry is different.”
Roadblocks to you
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“Our . . .
channels
customers
products
competitors
. . . are different.”
Roadblocks to you—project, account, position . . .
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Underlying forces Fear that it won’t work
Fear that it will work
Contribution
Self-worth
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“I need. . .
How did we get here?
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“I need. . .
What’s really going on?
A successful product launch
Increase revenue from my core product line
Save my product
Get the VP of Sales off my back
Self-worth
Power
Money
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Fuzzy thinkingSuccessful company Employs tactic
Tactic creates success We need that tactic!
What’s really going on?
Strategy
Does it make sense?
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The death
spiral
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The way out is at the start
Focus on objectives
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Start with a process
. . . any road
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Always begin with the business
objectivePick an example from your experience that matches your understanding of your client’s need today
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Describe the
background Why was this an important
problem—and a difficult problem—to solve?
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Explain the solution constrain
tsTime? Money? So-so product?
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Walk through the process to come to a
decisionResearch, market insight
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Describe what you executed
Tie back to the objectives, constraints, and decision process
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Explain the
findingsWhat worked, what didn’t, and why?
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Go backAnd tie back to the current situation and objective
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Always
Focus on the process of solving the problem, not the product produced
Background
Constraints
( objective )
Decision process
Executed
Findings
Go back ( objective )
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Recognize differences Laws and regulations
Underlying economics
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Discuss . . .
