Agency Business Development - Your five biggest mistakes

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.

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