World Leaders In Ad Agency/Marketing Services Training
Sanders Consulting is best known for its full range of skill-building training programs that are agency specific, meaning no extraneous, non-industry materials are included. It’s 100% directed at all marketing communication companies of all types, and it builds skills in learning how to do new business better, and how to improve account service by learning new ways to present and new skills in project management, time management, work flow, account planning and negotiation. Other learning programs cover how to increase client retention, learning how to do brand consulting, and new tools to help agencies learn new ways to provide better strategic leadership to clients. We also do on-site consulting in improving work flow, agency profitability, and process management. Most of the learning programs are supported by training manuals designed to keep the skill building fresh for years to come.
New Business Training Options:
New business can be confusing. Often we place up-and-coming staff in the role of new business while providing little or no training. Or we try and muddle on as best we can, trying the same-ol same-ol and expecting different results. One lucky win and we think we’ve got it all figured out… only to then lose the next several opportunities and wonder why.
The skill sets needed to be great at new business is different then being great at advertising, or client service, or creative.
That’s the bad news.
The good news is the skills needed to be great at new business can be taught.
DayOne: New Business Roadmap | New Business Assessment & Mapping
On-site evaluation of agency’s new business strengths and weaknesses • Determine specific Firepower program elements to recommend and how to customize to agency’s unique situation • Session gives agency chance to evaluate your chances for success and to determine risk vs. reward • Agency has opportunity to get to know the assigned senior consultant and determine how best to proceed • Supported with 80-page New Business Evaluation Guide.
Brand Retreat | Agency Branding
Work session at agency to evaluate agency brand and determine strongest possible appeals to highlight • New agency brand triangle is established along with core strengths to feature • Agency personality is determined, evaluated and modified if needed • Agency brand congruence program is set up • Agency staff is brought on board • Supported with 75-page Agency Branding manual.
Profiling | New Business Chemistry
Work session with senior staff on using chemistry to increase the agency’s new business success • Agency learns how to profile clients and prospects • Poor client-agency working relationships that can cause defections are fixed • Agency’s facilities are evaluated and brought into the brand congruence program so the agency wins every new business tour • Supported with 120-page Agency Personality and Tour Procedure manual.
Spark | New Business Outreach
Planning session to set up an agency awareness building program with follow-up relationship stimulation that encourages good prospects to request first visits • Agency targets 80-120 such invitations per year • PR, search consultants and vendor programs are put in place to encourage referrals • Agency outreach materials are developed under the brand congruence program previously established • Agency cuts dependency on RFPs and cattle calls • Supported with 200-page Outreach manual.
Benefit Testing | New Business Closing
Planning session to adopt a high-impact research technique using a strategic-development process that encourages prospects to hire the agency • Agency creative presented in the context of a total strategic plan • Process encourages adoption of all-encompassing communication solutions • Agency projects minimum of $300,000 in new planning fees • Strategic development becomes the centerpiece of the agency’s new business efforts • Supported with 120-page Strategic Closing manual.
Torch | Fast Closes
Learning session with new business team on making first visits with prospects that set them up for fast closes, either 48-hours or 7 days • Agency learns that good prospects, not closed quickly, usually drift into formal reviews and that puts the agency in competition with other firms • Agency sets requirements for taking on new accounts based on size, chemistry, creative requirements, and ability to service • Agency never takes on a bad client again • Supported with 180-page First-Visit/Fast-Close manual.
Presenting to Win | Formal Presentations
Workshop for agency leadership on winning at formal presentations • Includes casting, structure, content and presentation skills • Agency targets to win 50% of its formal pitches • Agency puts equal emphasis on the show, not just content • Agency determines how many presentations it will take on, usually no more than 8-10 the first year • Supported with 100-page Presentation Training manual.
High Ground | Brand Consulting
Agency senior management session on establishing a brand consultancy at the agency with a first year revenue target of over $600,000 in fees • Who will lead the consultancy, including procedures to follow, name, location, geographic focus areas, and businesses to target • How consultancy feeds the agency is examined • Go/no-go decision points are set up • Session is supported with 100-page Brand Consulting Set-up manual.
High Gear | Shifting Account Management to a New Level!
Hands-on workshop • Fresh look at the role and responsibilities of account management • Changing role of account management • Understanding the client world • Moving from tactics to strategy • Selling the work • Shifting programs to campaigns • Setting price and value for what you offer • How to negotiate • Improve your teams social skills. • Session is supported with 100-page HighGear Training manual.
Sharking | Lure Large Accounts. Bypass Formal Reviews
Target your key prospects for extra attention • Reach out to your best prospects with your best people • Build interest in your firm the right way • Set up ways to meet your largest prospects socially • Create unique opportunities to tantalize prospects in your services • Put your senior talent next to their senior talent • Avoid gate keepers • Supported with 50-page Shark Manual.
Account in Review | Winning The Defining Moment
One to three days at agency and/or on phone • Help on upcoming new business presentation • Focus is on lead already at the agency • High success rate at helping agencies win • Earlier in the greater the chance for success • Strategy is to win at every level: RFP, tour, first round and last round
Note: If the best option for your agency is unclear, schedule a DayOne to sort it all out so the agency doesn’t waste time or money.