Learn How Agencies Grow By Outscoring Their Competition With Better New Business Processes – Not Better Advertising or PR
Over the past many years Sanders Consulting Group has developed important new thinking on how agencies and PR firms really grow. This new thinking is concentrated in five critical processes:
THE OUTREACH PROCESS: The building of long-term relationships with a large number of prospects is now seen as the primary focus for any new business program. The ever changing social technology makes this more of an opportunity than ever.
THE OPPORTUNITY PROCESS: The success of any agency new business program can be measured in opportunities. How many visits with prospects does an agency get? How many request presentations does the agency receive? The process for developing these opportunities is a critical growth skill.
THE CHEMISTRY PROCESS: the importance of chemistry is now understood more than ever as agencies are selected primarily because “they better meet our expectations.” That’s a client’s way of describing chemistry. And the process of controlling chemistry is a vital growth skill.
THE FIRST MEETING PROCESS: The importance of the face-to-face meeting between senior-level managers on the agency side with senior-level executives from the prospect’s firm cannot be overemphasized and where the new business win really occurs. Agency search consultants report that most senior agency executives don’t understand the process and therefore fumble the opportunity.
THE FAST CLOSE PROCESS: Agencies with the skill to fast close accounts within 48-hours in some cases and 7-days in other cases are missing numerous growth opportunities. The only reason so many clients end up using formal reviews to select agencies and PR firms is that one or maybe two agencies missed the chance to close the account early because that firm had no fast close process in place and could not read the signals being flashed.
New business is a game of processes. And without proper new business processes, an agency doesn’t grow.
Final Note: If you do find your firm involved in a formal review, a pitch you really want to win, please make sure you understand the 12 keys to winning any presentation. And check out these other links to help you win:
- Winning The Pitch: Focus on Rehearsals
- Pitch Training: Or How To Win Your Next New Business Presentation
- Ad Agency: 6 Winning Presentation Reminders
- The Perfect Presentation?
- Agency Likeability: The Hidden Side of New Business
- Winning New Business: The Defining Moment
- Top 10 Mistakes That KILL New Business Presentations
- New Business: The Winning Pitch
The way to learn these important processes is to call Sanders Consulting Group.Photo by ~toothdekay