Agency Business Development - Your five biggest mistakes
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Transcript of Agency Business Development - Your five biggest mistakes
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30yearsofagencylife/20owner
250+agencieseveryyearwithAMI
DatafromstudieswithCMOs/
decisionmakers
Workingwithagencysearchconsultants
StopaccepKngyourownexcusesResearchTidbit
Youareontheirradarscreenlongbeforethey’reonyours.85%ofdecisionmakerstoldusthey’refindingyou,nottheotherwayaround.
2014Research–AMI/AudienceAudit
StopaccepKngyourownexcusesSearchFirm’sInsights
Iftheycan’tfindyouquicklyanddetermine:§ Agencysize§ AgencycapabiliMes§ AgencyspecializaMons/niches§ ContactinformaMonTheymoveoninfiveminutesorless.
StopaccepKngyourownexcusesResearchTidbit
Decisionmakersdon’twanttotalkmarkeMng,theywanttotalkbusinessproblemsandtheydon’tbelieveyoursalesguycandothat.Theywantyou.
2014Research–AMI/AudienceAudit
StopaccepKngyourownexcuses
71%ofCMOssaythereasonthey’relookingforanewagencyisbecausetheircurrentpartnercan’tquanMtaMvelyprovemarkeMng’simpact.NewbusinesssalespeopletalktacMcsandstuff.Clientswanttotalkresults.
SearchFirm’sInsights
We’reafullservice,integrated
markeKngagency
Wehaveaproprietary
process
Wepartnerwithourclients
We’vegotXyearsofexperienceon
thisteam
ResearchTidbit
Whenyousayfullservice,theysayBS.
Theywantspecialists.(25-50%oftheagency’sclientsinmyindustry)
2014Research–AMI/AudienceAudit
StopaccepKngyourownexcuses
Yourconfidencekeepsyouinthehunt.Theywantanagencywhowillpushback,pushthemandhelpthemkeeptheirjob.
ResearchTidbit
2014Research–AMI/AudienceAudit
StopaccepKngyourownexcuses
AgenciesaretooMmid.Theydon’taskforwhattheywant–facetofacemeeMng,aspecificspotinthepitchorder,ortakerisksinthepitch.TheagencywithswaggergetsnoMced.
2014Research–AMI/AudienceAudit
SearchFirm’sInsights
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.