For all agency leaders, new business meetings can feel like a time-consuming distraction. But in reality, they are critical moments that can define the future of your agency’s growth.
From creative studios to integrated agencies, many are brilliant at selling ideas for clients, yet falter when promoting themselves. In a crowded market where agency business development is more complex than ever, being able to confidently and clearly articulate your agency’s value is essential.
Through years supporting agency new business strategies, we’ve seen what consistently works. Below are key ways to turn a first meeting into a longer-term opportunity.
Approach Each Meeting Like a Brand Partner
Too many agencies walk into meetings talking about themselves. The most effective ones treat every conversation as the start of a strategic partnership.
Before you meet, understand the brand’s market conditions, the stakeholders’ pressures and ambitions, and the commercial realities they’re navigating. Your goal is not to sell credentials but to demonstrate how you can support real-world objectives.
Here are questions that will help focus the conversation:
- What specific challenges does the business face right now – across the marketing team, senior leadership, and broader company?
- What’s driving change in the category or sector?
- Are there internal developments, product launches, or competitive threats that signal an opportunity for your agency to contribute?
When you bring informed opinions to the table – especially ones that anticipate industry shifts – you’re no longer just another supplier. You’re seen as a strategic partner.
If your internal team lacks the capacity for deep sector research, consider outsourcing this insight work. It makes a huge difference in PR new business development and across all creative agency business development efforts.
Drop the Act – Be Real
Decision-makers can spot insincerity quickly. Personality matters in agency business development, and authenticity cuts through.
The agency founders and team members who bring energy, clarity, and passion to meetings tend to create the strongest connections. Whether in pitch situations or informal chats, being human, honest, and enthusiastic makes you memorable.
If something goes wrong during the conversation – a tech glitch, a stumble – don’t sweat it. Clients don’t expect perfection. They want to see if you’re someone they can trust and collaborate with.
The work your agency produces should reflect your character and values. Let that shine through.
Always Define What Happens Next
One of the biggest missed opportunities in agency new business meetings is leaving without a clear direction.
Every meeting should finish with a brief, structured conversation about potential next steps. Do they see a fit? What would be helpful to explore further? Can you schedule a follow-up session with relevant stakeholders?
Clarifying timelines, project scopes and mutual expectations early builds momentum and shows your intent to support their business – not just win a pitch.
Where there’s potential, suggest a deeper workshop or discussion that involves team leads from both sides.
Keep the Relationship Active
Not every meeting will convert into a brief. But every connection is valuable.
Stay visible and interested. Share content, articles or sector trends that relate to their challenges. Keep a light, relevant communication flow that signals you’ve got them on your radar without spamming their inbox.
Having a consistent creative agency business development rhythm is essential. Build a process that nurtures warm leads with insight, not just updates.
The strongest new business development strategies don’t rely on luck. They’re built on relationships, relevance, and timing. When you listen closely and respond intelligently, you become more than an agency. You become the partner they trust when the right opportunity arrives.
