Tuesday, September 19, 2017

Win more pitches by getting out of the commodity business

Most agencies position themselves as unique when pitching new clients. Yet, I'm always amazed how many agency pitches look and sound the same.

Branding. Digital Marketing. Advertising. Public relations. Social Media. While necessary functions, these are ALL commodity services.

I'm sure your agency claims to do it all better.

The reality is that prospective clients don't care about your agency or the litany of services your agency provides. They care about their problems.

If there is no pain, there is no change.

Client prospects will simply not leave their agency and jump into bed with another one unless they feel the new agency can do something their current partner cannot.

Marketers are under pressure from a million directions. Understand and solve their problems, and your agency will become indispensable.

This strategic selling philosophy is often absent at agencies, whom are primarily focused on pushing their list of services.

So, how do you get out of the commodity business and on your prospects' radar as their ideal solution?

The best way to get to that place is to first understand the real table-stakes.

If you don't know your prospect's pain points, you will not win the business. Period.

What are the client prospects' greatest pressures and challenges? How are those pain points related to the rest of the organization, from marketing, through sales and the c-suite?

What problems does your agency solve? Do you change brand perceptions? Increase sales and market share?

Sell solutions, not services.

Focus on how you can solve your prospects' problems and you'll win their hearts and their business.

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