Many agency owners shy away from the term “sales,” viewing it as a necessary evil they’d rather avoid which leads to them recruiting a Business Development Director (BDD) to handle sales, allowing them to focus on agency operations. However, securing the ideal candidate can be challenging, time-consuming, and doesn’t always yield the desired outcomes.
Contrary to what you might expect, small agency owners are frequently the most effective salespeople for their businesses. Here’s why:
Deep Agency Insight
Owners possess an intimate understanding of their agency’s offerings, past projects, strengths, and areas for improvement. This comprehensive knowledge enables them to identify how their services can address potential clients’ needs—a fundamental aspect of successful sales.
Client Business Acumen
Especially in specialised or niche markets, owners often have profound insights into their prospective clients’ industries. This expertise allows them to communicate effectively, understand challenges from the outset, and provide value from the initial interaction.
Intrinsic Motivation
The survival and growth of the agency hinge on successful sales. Owners are naturally driven to secure business, as failure to do so can lead to downsizing or other negative consequences. Their passion and commitment are evident in discussions, often persuading prospects that they’re the right choice.
For agencies with fewer than 50 employees, it’s often beneficial for the owner to take an active role in sales. Research indicates that only 4% of small agencies employ a BDD; typically, the owner or managing director spearheads new business efforts.
Time Constraints
Understandably, small agency owners are pressed for time and may find it daunting to manage new business activities as well. One solution is to outsource lead generation. Initiating conversations with potential clients and increasing agency visibility can be delegated, ensuring a consistent pipeline without monopolising the owner’s time. This approach allows owners to concentrate on converting leads into clients.
Studies have shown that this strategy is effective for small agencies: outsourcing lead generation to populate the pipeline, while the owner focuses on closing deals.
Considering a BDD Hire
As agencies expand, the need for a dedicated BDD becomes more apparent. Data shows that 75% of larger agencies have someone in this role. When hiring, it’s worth considering internal candidates. Existing employees are already familiar with the agency’s operations and may have relevant experience. While sales skills can be developed through training, firsthand experience with the agency’s unique qualities is invaluable.
Conclusion
If you’re an agency founder feeling the pressure to delegate sales, it might be prudent to reassess. For small agencies, outsourcing lead generation and allowing the owner to nurture relationships and finalise deals can be a smart approach. As your agency grows and you’re ready to hire a BDD, consider promoting from within. Despite any reluctance towards selling, you might be the best person for the job. Embrace it!
If you’re looking to enhance your new business strategies, consider exploring new business training to equip yourself with the necessary skills and processes to become a sales leader.
