We tell our clients that they should expect 25% of meetings to convert from a chemistry to pitch opportunity but there is a huge discrepancy between the best and the worst. So here are some tips on how to get the most from the chemistry meetings we can fix for you.
How to Secure That All-Important Chemistry Meeting
For small to mid-sized agencies, it’s clear that dream clients won’t come knocking on your door unprompted. To get noticed, you need a proactive outreach strategy.
Senior marketers often deal with an overwhelming volume of emails every week, many of which are impersonal and generic. To rise above the noise, your outreach needs to demonstrate that you’ve done your homework. Understanding the individual you’re contacting, along with their brand’s needs and challenges, will help you craft a message that feels personal and relevant.
Build the Right Target List
The first step to effective outreach is identifying brands that align with your agency’s expertise. While it’s important to focus on sectors you already understand, casting a slightly wider net can lead to new opportunities. It’s also wise to reach beyond the Chief Marketing Officer (CMO) when targeting prospects.
CMOs are often inundated with responsibilities and may not respond to a cold email. However, team members such as Marketing Directors, Leads, or Managers might be more accessible and can advocate for your agency internally. Engaging with these individuals increases the likelihood of securing a meeting.
Craft a Tailored Approach
Once you’ve identified the right brands and contacts, the next step is to develop a personalized approach. This starts with thorough research. By gaining detailed insights into the brand and its challenges, you can craft a message that speaks directly to their needs.
Today’s marketing leaders frequently share their thoughts and experiences through platforms like podcasts, webinars, and events. Tapping into this content can help you better understand the challenges they face and position your agency as a valuable partner with targeted solutions.
Preparing for the Chemistry Meeting
Landing a chemistry meeting is just the start. The real work begins in the preparation, as this isn’t a standard sales pitch. Instead, it’s an opportunity to connect with the prospect, explore shared goals, and determine whether there’s a strong alignment in values and creative potential.
Approach the meeting as a chance for the brand to openly discuss their challenges. Your role is to explore strategic ideas and solutions that address their needs. It’s important to clearly articulate what makes your agency unique and what sets it apart from competitors. However, this isn’t the time for an exhaustive presentation or a slideshow of past work. Focus instead on building a genuine connection and understanding their perspective.
Listen, Explore, and Adapt
Prospects have different needs and priorities, so your approach must be flexible. Effective preparation will help, but it’s just as important to ask thoughtful questions during the meeting. This allows you to uncover specific pain points and tailor your solutions to their needs.
The goal of this first meeting is not to sell every idea or concept but to determine if your agency and the brand are aligned. Use the conversation as a discovery session to identify shared goals and build rapport. It’s a chance to share initial creative ideas—concepts that aren’t fully formed but could spark a productive collaboration. Even if not all ideas resonate, the focus should be on exploring potential solutions together.
Building Trust, Not a Hard Sell
The purpose of a chemistry meeting isn’t to push for a sale but to build trust and establish a genuine connection. Many agencies make the mistake of treating this as a pitch, but the priority should be to demonstrate authenticity, share your approach, and convey your strategic thinking.
This meeting is an opportunity to showcase your agency’s values, creativity, and problem-solving skills in a way that resonates with the prospect. When approached correctly, it can serve as the foundation for a successful and mutually beneficial partnership.
Ready to Refine Your Strategy?
Once you’ve mastered securing and conducting impactful chemistry meetings, the next step is nurturing those relationships. It’s essential to stay engaged with prospects until the right opportunity arises.
If you’re looking to strengthen your new business strategy for 2025 or need support with lead generation, we’re here to help.
