5 Ways to Make Agency New Business Meetings More Effective
If you’re looking for ways to make agency new business meetings more effective, then imagine you’re on the hunt for the perfect pair of jeans. You walk into a store, eager to explore your options. Just as you start browsing, a salesperson swoops in, asking if they can help. Instinctively, you respond with, “I’m just looking, thanks,” and hope they’ll move on.
Why does this happen?
It’s simple: we don’t like being sold to. We sense the salesperson is focused on closing a deal, not helping us. The same dynamic often unfolds in new business meetings for agencies. Agency owners get a hard-earned meeting with a prospective client, only to jump straight into a pitch—leaving the prospect disengaged and the opportunity lost.
So, how can you ensure your next agency business development meeting sets you apart? Let’s explore five actionable steps to make your meetings less “salesy” and more successful.
1. Do Your Homework
Preparation is the foundation of an effective meeting. Yet, many busy creative, digital, and PR agency leaders neglect this crucial step. Thorough research demonstrates initiative, ensures your meeting is tailored, and helps you make a lasting impression.
Start by digging into the prospect’s brand:
- What do they offer?
- What’s their positioning in the market?
- Have they partnered with agencies like yours before?
Dive deeper by reviewing corporate reports, analyzing competitors, and identifying sector trends that may influence their strategy. Understand where their business fits in the market—are they leaders or challengers?
Don’t forget to research the individuals you’ll meet. A quick LinkedIn scan can uncover career milestones, professional interests, and areas of focus. Armed with this knowledge, you can tailor the conversation to their specific goals and challenges. Show genuine passion for their business, and they’ll feel it.
2. Build Trust Through Genuine Interaction
In the world of creative agency business development, trust is everything. Prospects are far more likely to work with agencies they feel are genuinely invested in their success.
Here’s a practical formula to build trust, inspired by The Trusted Advisor:
(Credibility + Intimacy + Reliability) ÷ Self-Interest
- Credibility: Highlight relevant work that demonstrates your expertise.
- Intimacy: Build rapport by fostering a personal connection.
- Reliability: Follow through on promises—no exceptions.
Avoid overemphasizing self-interest. Instead, focus on understanding the prospect’s needs and how your agency can provide solutions.
Engage in meaningful conversations by asking open-ended questions. Listen actively and seek opportunities to offer thoughtful insights. Most importantly, be honest. If your agency isn’t the right fit for a project, say so. Transparency fosters trust, which can open doors for future collaborations.
3. Set a Clear Agenda
Structure is key to productive agency business development meetings. Without a defined plan, conversations can meander, wasting time and diluting your message.
Use the “I DO ART” framework to keep everyone on track:
- I – Intention: What’s the goal of this meeting?
- DO – Desired Outcomes: What do you want to achieve?
- A – Agenda: What topics will you cover?
- R – Roles: Who’s involved, and what’s their role?
- T – Time: How long will the meeting last?
Sharing this agenda upfront not only shows professionalism but also sets expectations for everyone involved. Prospects appreciate clarity and focus, both of which demonstrate your agency’s organizational strengths.
4. Master the Art of Listening
Effective listening is more than simply hearing words—it’s about understanding underlying needs and goals. Yet, too many agencies fall into one of two traps:
- Talking nonstop, presenting a long creds deck that doesn’t resonate.
- Only half-listening, distracted by thoughts of how to “sell” their services.
Instead, practice “third-level listening.” This involves going beyond words to pick up on subtle cues like tone, body language, and hesitation. Use open-ended questions to encourage your prospect to share their vision, challenges, and pain points.
Your ultimate goal is to understand where they are now, where they want to be, and how your agency can bridge that gap. By demonstrating genuine curiosity and empathy, you’ll stand out as a collaborative partner rather than a pushy vendor.
5. Define Next Steps Clearly
One of the most common mistakes in new business meetings is ending without clear next steps. This creates ambiguity and can stall momentum.
Before the meeting concludes, summarize the agreed-upon actions. For example:
- Will you provide additional information?
- Will there be a follow-up meeting with other stakeholders?
- When can the prospect expect a proposal or timeline?
Use the “I DO ART” framework to tie these actions to the meeting’s desired outcomes. If scheduling follow-ups, set dates immediately to maintain engagement. Proactively managing next steps positions your agency as dependable and goal-oriented.
From Meetings to New Business Wins
New business meetings for agencies—whether creative, digital, PR, or experiential—don’t have to feel intimidating or overly salesy. By following these five steps, you can transform your approach and build lasting client relationships:
- Do your homework.
- Build trust.
- Set a clear agenda.
- Master the art of listening.
- Define next steps.
These strategies may require effort upfront, but they’ll pay dividends by helping you close deals faster and more effectively. With each successful meeting, your agency business development efforts will grow stronger—leading to long-term success and new opportunities.
