There is no predefined ‘best way’ in agency new business as this story will show. Manifest does not have a ‘process’. We listen and then devise a unique methodology that addresses your needs and delivers a steady flow of qualified new business leads. So, read on … We got one of the agencies we represent[…]
When deciding how to develop your agency lead generation campaign think of your entire suite as an offerings wedge, with your deepest expertise placed at the thin edge. As you move back from the thin edge you have your less specialised offerings, with your most commoditised offerings – the things that you do but everyone[…]
The first 15 seconds of each agency new business call to a cold prospect are imperative. If you cock them up you might as well go home. Here is one plan. Be professional, confident and courteous but not obsequious. Tell them what you want and introduce your agency using the outline script shown here. Start[…]
I just finished an agency business development training session about the Columbo moment. You may know the TV detective from the 1970s? No, worth a look up. At the end of every episode he’d look as though the suspect had outsmarted him, he’d turn his back to leave the building but then as he got[…]
Is there a fear of failure in agency new business departments? Many new business teams seem to be scared of sending their MD or CEO in to meet with someone who isn’t the perfect prospect, with a budget, ready to buy; the whole purpose of the role is forgotten and very few meetings are set[…]
The received wisdom is, as we all know, that you should always be talking to the decision maker for new business. The person who is responsible for appointing the marketing agency. Not the person who ‘deals with’ the marketing agency. To this end, we have a very simple rule, which is to qualify as soon[…]
Selling to the sellers at business exhibitions shows a lack of empathy and is counterproductive. We have lost count of the number of times clients have said “we’re going to XXXX, here is a list of the exhibitors, can you arrange for me to meet with them whilst we’re there so we can pitch to them?”[…]
I’m afraid that once again we’re going to say more on agency websites. You see, we’ve been going through our database and sorting the wheat from the chaff so to speak. Anyway, as part of that process we’ve visited more than 2,500 agency websites in the last week, specifically to find out two things. Location[…]
There are three agency new business hunting strategies that we will be looking at in this post. This is not to say that these are the only ones and we are also not necessarily saying that any one is better than an another or for that matter that an agency can only adopt one strategy.[…]
OK, the main goal of your first new business meeting is actually getting a second meeting, but that’s not what I’m thinking about as I write this post. Some agencies, regardless of how they’re driving their new business program, feel like the first new business meeting with a prospect should be solid gold and close fairly[…]
