Wise mind in new business
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Hello Bristol Media! Wise Mind in New Business
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The world, and the way people buy, has changed and relationships are more key than ever to developing new business. Mark Young, MD of Retriever New Business will discuss the application of balancing emotional and rational thinking in new business development.
Transcript of Wise mind in new business
Hello Bristol Media!
Wise Mind in New Business
Mark YoungManaging Director
20 years at the coalface teaches you a lot about what works and what doesn’t.
Opportunity through adversity – don’t panic!
The truth is, people still buy people.
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HoW do You cut tHrougH?A simple philosophy
A human approach
ACME wise mind
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EMOTIONAL RATIONAL
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tHe Wise approacH to NeW BusiNess
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tHe rigHt storY...Develop and be in love with your proposition
Forget USPs – just tell the truth
Make sure what you offer is easy to understand
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Well told…Think about your language
Balance personality and commercial edge
Always use plain English
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BY tHe rigHt people…What makes the perfect new business person?
The difference between telephone heroes and the rest
So many tasks – so few people and so little time
All new business tasks are a talent – not a function
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to tHe rigHt audieNce…Everything starts with a great database
Find the right data
Clean that data until it squeaks
Be rigorous about who you target
Discern between sniper and broadcast activity
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WitH tHe rigHt proof…You’re only as good as your last piece of work
Make your case studies sing
Don’t be scared of testimonials – they’re cool again
Make sure your agency brand is consistent across all media
Links are better than PDFs (at the moment)
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to close opportuNitiesMake chemistry meetings count
Be prepared and know your prospect’s business as well as you can
Go the extra mile
Take the right people to the meeting and especially to a pitch
Nurture prospects carefully to avoid competitive pitches
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retaiN, groW, refer…Ensure your account handling staff are commercial
Don’t be afraid to ask the tricky questions – you never know, the answer might just be yes!
Encourage your clients to talk about you
Ask your clients how you’re doing
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1.Get your story straight, be clear about what you do and don’t over-promise.
2.Remember how many agencies are out there. Avoid blending at all costs but avoid tacky agency-speak or USPs that don’t stack up.
3.If you are recruiting an internal new biz person be clear about what you want them to be brilliant at. Calling? Meetings? Strategy? It’s hard to find a master of all.
4.Be crystal clear about whom you want to target and why, then spend lots of time building a great database.
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5.Don’t try to target too many companies at once. Go fewer but deeper and get an answer from everyone.
6.Make sure you nurture prospects in your pipeline with information they’ll find useful and enjoyable.
7.Make sure your website is uncomplicated, simple to use and full of client case studies.
8.Make your credentials short, snappy and visually stimulating.
9.Be natural, non-salesy and easy to buy from. Remember – people buy people so always think about relationships.
10.See your clients as equals and build relationships that are open, challenging and fun.
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thanks for listening.
any questions?
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