Courting Clients - Cupid's Pointers for Wooing Prospects

Valentine's Day is a fine occasion to pass along a few tips for how agencies can become more attractive to prospects. To spark a mutually beneficial business love fest, agencies need to be accessible, knowledgeable, attentive and devoted to following up. Here are four ways to win marketers' hearts, minds and yes, wallets.

1) Be Easy to Reach

Playing hard to get is considered de rigueur in some circles. But some agencies make themselves almost impossible to connect with. Ask agency search consultants what drives them nuts and they will tell you it's filling out a form on an agency website to get information. If you really want to get hired, use a real person's name and email address and respond quickly to any and all inquiries. And list your agency's phone number in a prominent spot on your website, right alongside your credentials and case studies.

2) Research

If you've handled an account in the same business category as your client prospect, be prepared to share as much of your knowledge and success as client confidentiality allows. If you're pitching in a new category, syndicated research can bring you up to speed quickly. Be sure to check out the client's website, latest press release and any materials you can get your hands on, so you'll be empowered for a productive conversation.

3) Listen

Okay, you've got lots to talk about and show off, as many suitors do. But listen to the prospective client first. Be patient. You can't explain how your agency is their best fit if you do not understand what they are seeking to accomplish in the marketplace. Ask about previous agencies they worked with (not specific names) and have the client explain why those relationships went wrong. This will give you even more ammunition to pitch to their sweet spots. And never badmouth ex-clients. Take the high road. It's not crowded up there.

4) Leave Behind, Follow Up

Always go to pitches bearing leave-behinds: Not flowers and candy but a PowerPoint presentation, a brochure, case studies, whatever. Call and send written thank-you notes the day after to supplement the follow-up email thank-you messages. In this digital age, hand-written communications carry extra psychic weight. Above all, if you say you will deliver a proposal within 36 hours, deliver it in less than 36 hours. Show your desire. This is a courtship, after all!

If your pitch process is not wowing prospects or winning the business, don't lose heart. I can give your pitch a makeover that will position your agency as a real catch and a keeper, so client prospects will be chasing you. Just ask...

Happy Valentine's Day!

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.

Biggest Mistakes Agencies Make

As an agency search consultant, I'm always asked what are the biggest blunders that agencies make in new business pitches. Does your agency win most of the time? Here's some advice on how to avoid common pitfalls and create a better connection with prospective clients:

Thoughtful Timing
Starting late always happens. Traffic delays. Technology troubles connecting a laptop. Lengthy introductions. Somehow 20 minutes disappear and the CEO's phone goes off. She leaves the room and you don't see her again. Time is valuable. Start promptly. Assume a third of the meeting time should be allocated to capabilities and experience and a third of the time focused on getting to the heart of clients' challenges. Assume the last third may evaporate. If you have it, use it for thought-provoking conversation. Always arrive early. It's easy to fill 15 minutes. You might even snag time with the client prior to the meeting, a more optimal time for chitchat. Make the most of your face-to-face opportunity.

Daunting Decks
Credentials and connection are equally important. If you're spending most of your time presenting your deck instead of making conversation, you're doing something wrong. It's a meeting - not a read-a-long. Keep the energy focused on you and not the screen. Use the presentation as a show-and-tell to highlight relevant experience through "eye-candy" -client logos, screen shots, results-oriented statistics-stuff that has a wow effect. Keep the presentation short and limit the text. For an hour meeting, don't exceed 30 slides and make sure you get through it in 20 minutes. Anything else that feels necessary should be glossed over and used as a leave behind, or put in an appendix. Take the time to create chemistry.

Presenting Pizazz
Your agency may talented, yet selling this experience requires entirely different skills. Agency principals are not always the best presenters. The same goes for junior folks. Not everyone has charisma. If team members don't present well, it's best for them to lead the post-capabilities conversation and ask smart questions; this keeps the focus on their strengths. Clients like to meet the day-to-day team that will be working on their account. Everyone in the meeting should have a role, or they are just and taking up space and sapping energy from the room. If presenting is not your team's strong suit, get coached on how to do it better. Best practices can be trained.

Building this relationship boils down to being present and making a meaningful connection. Proper planning can make or break your next pitch.

Is Your New Business Pitch Working? - Tips for Agencies

As an agency leader, you own the message that goes out to prospects and the marketplace. If you're using the same pitch for the past few years, it may be worth revisiting it. The agency landscape is constantly changing.

Do you win the majority of pitches you pursue? Do you get feedback on the pitches that don't close and know exactly what happened? Do you know how your competitors are pitching?

Very few businesses can claim that their new business pitches are working perfectly. Most agencies do not get productive feedback. Chances are you're operating in a vacuum.

I'm always amazed how differences in presentation content, delivery and style can affect the energy level in the room and make or break a meeting. A presentation, such as PowerPoint or Keynote, is one of the most poorly utilized tools in a marketer's arsenal.

Here's a few Smarti tips:

Don't:

* Hand your audience the presentation in advance. There's a natural temptation to flip through and read ahead; they will not be focused on what you are saying.

* Treat a presentation deck like a read-along. Your audience can read and doesn't need you to do it for them. Use the bullets as a guide to make a bigger point.

One cannot actively read and listen simultaneously; visual cues take priority.

Do:

* Utilize slides for relevant pictures, screen shots, dramatic visuals and examples that highlight and add color to the discussion.

* Pump up your presentation skills. Learn how to hold your audience's attention.

Your best asset in a presentation is YOU.

Along with capabilities, chemistry and conversation play a huge part.

Granted, some people have more charisma and present better than others. The good news is that pitching best practices can be trained.

An outside perspective can be helpful to identity issues you're not seeing.

Need some help? With the benefit of reviewing hundreds of pitches and proposals each year, I can let you know whether your approach will stand out and make ears perk up or tune out.

If your pitch process is not wowing prospects or winning the business, don't lose heart. Smarti's business development development consulting services can take your pitch to the next level so clients will be captivated by your proposal ;-).

How to Gobble Up Eyeballs

Are your feathers in a ruffle because you’re not getting the website traffic you want or the sales you seek? Is your prospect pipeline as large as it could be?

Consider the end game and where you want to drive those eyeballs. Whether it’s a website, a video or your LinkedIn Profile, it’s still challenging to captivate attention. So, how do you stand out and draw prospects in?

Romance your prospects:

* Pick your territory. Don’t start chasing every turkey; they will run away as fast as possible. Focus and carefully target your best prospects.

* Bait works. Pique their interest, so they come running to you. Whether it’s informative and entertaining content or a compelling offer, hit their hot buttons.

* Be inviting. Make every contact with customers a pleasant experience. Provide real contact information so it’s easy for prospects to connect with you.

* Be non-threatening. Like skittish birds, visitors and prospects can be easily scared away with information overload or aggressive follow-up. Be gently persistent and use a light touch.

Just a little food for thought…

Gobble, Gobble!

Courting Clients - Cupid's Pointers for Wooing Prospects

Valentine's Day is a fine occasion to pass along a few tips for how agencies can become more attractive to prospects. To spark a mutually beneficial business love fest, agencies need to be accessible, knowledgeable, attentive and devoted to following up. Here are four ways to win marketers' hearts, minds and yes, wallets.

1) Be Easy to Reach

Playing hard to get is considered de rigueur in some circles. But some agencies make themselves almost impossible to connect with. Ask agency search consultants what drives them nuts and they will tell you it's filling out a form on an agency website to get information. If you really want to get hired, use a real person's name and email address and respond quickly to any and all inquiries. And list your agency's phone number in a prominent spot on your website, right alongside your credentials and case studies.

2) Research, Research, Research

If you've handled an account in the same business category as your client prospect, be prepared to share as much of your knowledge and success as client confidentiality allows. If you're pitching in a new category, syndicated research can bring you up to speed quickly. So can websites like marketingcharts.com. Be sure to check out the client's website, latest press release and any materials you can get your hands on so you'll be empowered for a productive conversation.

3) Listen, Listen, Listen

Okay, you've got lots to talk about and show off, as many suitors do. But listen to the prospective client first. Be patient. You can't explain how your agency is their best fit if you do not understand what they are seeking to accomplish in the marketplace. Ask about previous agencies they worked with (not specific names) and have the client explain why those relationships went wrong. This will give you even more ammunition to pitch to their sweet spots. And never badmouth ex-clients. Take the high road. It's not crowded up there.

4) Leave Behind, Follow Up

Always go to pitches bearing leave-behinds: Not flowers and candy but a PowerPoint presentation, a brochure, case studies, whatever. Call and send written thank-you notes the day after to supplement the follow-up email thank-you messages. In this digital age, hand-written communications carry extra psychic weight. Above all, if you say you will deliver a proposal within 36 hours, deliver it in less than 36 hours. Show your desire. This is a courtship, after all!

If your pitch process is not wowing prospects or winning the business, don't lose heart. Smarti's business development consulting services can take your pitch to the next level so clients will be chasing you.

Happy Valentine's Day!

How to Gobble Up Eyeballs

Are your feathers in a ruffle because you're not getting the website traffic you want or the sales you seek? Is your prospect pipeline as large as it could be?

Consider where you want to drive those eyeballs. Whether it's a video, website or your LinkedIn Profile, it's still challenging to captivate attention. So, how do you stand out?

Romance your prospects:

1) For starters, don't start chasing every turkey; they will run away as fast as possible. Target your best prospects. Don't hunt everybody. Pick your territory.

2) Bait works. Pique their interest with something exciting so they come running to you. Hit their hot buttons. Provide entertaining or informative content, utilize compelling offers and samples.

3) Be inviting. Ensure every contact is a pleasant experience. Toss stuffy studio pics and use real life photos. Make the website welcoming and the pathway to purchase or inquiry easy.

4) Be non-threatening. Like skittish birds, visitors and prospects can be easily scared away with information overload or aggressive follow-up. Use a light touch and be gently persistent.

Food for thought...

I hope you have tons of turkey at your table and that this season brings you abundance.

Gobble, Gobble!

10 Ways to Woo Clients and Seduce Prospects

With Valentine’s Day upon us, now is the perfect time to think about how you can make that ideal prospect a part of your life. Do you wish that special client would accept your proposal and pursue that commitment you've been dreaming about? Have you been wondering why you didn't land that last new business pitch? Would you like to know how your agency can become more attractive to prospects? If you're looking for new clients and feeling a little lonely, don't lose heart. Here's some Smarti advice on attracting and keeping clients. It comes down to old-fashioned courtship –setting the right mood to convincing them that you’re a keeper. Following these ten steps will help you find the long-term and profitable relationship you’ve been looking for.

1. Make a good first impression: First dates are all about presenting yourself in the best way possible, and the same is true of your first contact with a potential client. The old saying is true: you never get a second chance to make a good first impression, so make sure that your first impression is sending the right message. That first contact, whether it happens in an email, over the phone, or in a face-to-face office meeting, should make you appear experienced, energetic, and professional.

2. Communicate openly: Being able to talk and understand one another is an important part of what makes a relationship “click.” You may have a great campaign to share with them, but hear what’s on their mind, first. Taking the time to understand the client’s will make them feel valued, while also helping you craft a targeted proposal.

3. Excite them: If the idea of working with you doesn’t make their pulse pound a little quicker, you’re doing something wrong. Throw out the hour-long, boring PowerPoint presentations and hit them with something that will really get their attention: a level of energy and passion unmatched by any other agency, as well as the skill, experience and resources needed to put that energy into action. Leverage exciting show and tell proof points. Make sure they know what they’d be missing if they don’t work with you!

4. Be genuine: Tell them what your agency excels at, but don’t feel the need to stretch the truth just to impress them. If your agency usually outsources certain services, feel free to leave those services out of your pitch. Be honest about expectations and don't make promises you can't keep just to win them over. You can only build a lasting relationship with a client if you’re honest with them from the start.

5. Don’t bring up the past: When it comes to bad relationships, you and your client have probably both had a few. Bringing them up painful ex-clients now can make you come off negative. Show your client that you’re focused on the future, and are ready to move forward and build a new relationship with them. Leave the past where it belongs: in the past.

6. Pay attention. If the client wants to point out the faults of the marketers who came before you, take notes, or at least mental ones. This gives you valuable specific direction into how to wow them with exceptional service. The old place never returned phone calls? Make it a point to check in regularly -- before they call you. It was a revolving door? May sure they have your contact information and know that you’re there for them.

7. Give them something to remember you by: With so much competition, finding a way to stand out from the crowd will make you harder to forget. Make sure the client has copies of your presentations, summaries of your proposals, and analyses of how you plan to meet their needs. When it comes time for them to make a decision, you’ll want to make sure you’ve given them something that makes your agency memorable. You want to be on their mind the next day…

8. Make future plans—and follow through: No one wants to be in a relationship with someone who can’t look past tomorrow. Make sure the client knows that you have a long-term vision for how your agency can help them. Thought-starters create intrigue—but don't give it all away too quickly. Fill them with anticipation for what’s to come.

9. Don’t wait a few days. After your first contact, don’t give them too much time to cool off. Be sure to send a nice thank you note, expressing your desire to work with them. Call them back soon to see if they have any questions, and to share some new ideas you may have had. Make sure that they know you’re thinking about them, and that you value the opportunity to earn their business.

10. Make them feel wanted. In the end, your perspective client can choose to do business with any agency they want. It’s up to you to show them why they should pick you. That means showing off your industry experience and past accomplishments, understanding their needs, and explaining to them why your agency can help meet those needs better than anyone else.

Once you’ve won the business, be sure to keep the romance alive so the relationship thrives!

Is your team in need of a makeover? Is your pitch now wowing prospects or winning the business? Don't lose heart. Smarti’s business development consulting services can improve your new business presentations and take your pitch to the next level so clients will be chasing you.

Worth It

Working with a client the other day, I learned part of what brought him to me. His in-house team had already spent a year and invested thousands of valuable hours seeking someone to handle PR and marketing for the company. This initially appeared as the most economical route since the company operates in a niche industry that required someone already familiar with it and likely already known within its circle. However, after a lengthy, extensive search, none of many the applicants made the grade.

Talking to him, I knew that underneath everything he said was a question: Are you worth it? It didn't take long for me to begin answering that question—that challenge.

With Smarti’s resources I was able to quickly introduce him to qualified candidates. Soon, it was down to just two. The first was willing to work at a lower hourly rate and therefore spend more time on the project given the budget. The second had more experience, but had a higher hourly rate and was, therefore, more expensive. Was he worth it?

To settle the matter, my client set up a test. He asked them to each write a blog post with some basic information. The first applicant asked for the deadline and delivered his post promptly at the end of the week when the deadline arrived. The second applicant, however, presented his post the following day. It was clear that the second, with his higher rate, wasn't the sort to "milk the clock." More than that, his post demonstrated an ability to understand the industry and his audience. He was a quick study and didn't need a week to show he "got it."

The efforts of both candidates were good and equal to their price, but the second was more worth it. As you might guess, my client, his challenge successfully answered, chose to hire the second, more expensive, applicant.

We all want value for our money, but that doesn't prevent us from thinking about the price. We need reassurance that our investment will return a commensurate value. Clients want to know they are getting what they paid for and more. They need to know it’s worth it.

L'Oreal created a hit when it matter-of-factly stated, "Because you're worth it" and made a virtue of spending more for perceived value. In dealing with clients, agencies have to do the same. More so, they have to go on and prove it. Nobody has a monopoly on their service. There's always alternatives, there’s always cheaper; the challenge for marketing agencies and experts is to show they’re worth it.

Savvy clients realize that saving money isn't always the best way to meet marketing objectives. The cheapest option might appear more attractive, but spending a little more might be the best way to get your money's worth.

Lead Nuturing

How do you develop leads? What tactics does your team find most effective?

In creating a strategy for your team, first determine what kind of content your target audience wants and needs as well as their format preference.

MarketingSherpa 2012’s recent Lead Generation Benchmark Report illustrates strategies marketers use to nurture leads.

Email newsletters and sales calls took the lead in effectiveness, which is not surprising as these tactics can be easily measured.

Yet this study seems strange to me. How can they compare an infographic to an email newsletter or blog post? An infographic is simply an element to be used in those mediums to increase their effectiveness.

Does your team experiment and test new tactics? It’s all about trial and error and optimization...

A Picture is Worth a Thousand Words

It's certainly easier to absorb information from a picture, than it is to read all about it. Infographics are visual representations of information, designed to easily present complicated information.



Apparently businesses that publish infographics increase their traffic by an average of 12%.

While effective, they are not so easy to create. So, I was delighted to find this resource from HubSpot:
A Free PowerPoint Template to Help You Design Infographics

Of course to download the free template, you’ll have to fill out a form and share your contact with them. They will contact you, so be warned.

Regardless, you may find the templates helpful in creating your own infographics. Use them to improve your presentations. Hope you find it helpful.

Courting Prospects

Thinking about a special client to make your marketing mate this Valentine's Day? Before you spend all that effort on a complete makeover, let me offer a few tips that will have them courting you:

Make that first look count. That first contact, whether by phone, email or an office meeting, tells a potential client more than you think. An energetic voice, a well-worded email and a well-run office send a powerful message.

Encourage clients to talk. Clients appreciate agencies that can listen. Of course they want to know about you, but you need to know about them first. Give them the chance to tell you about themselves and their needs. In the end, you'll develop a better relationship that allows you to present a targeted proposal that's more likely to hit the mark.

Excite them with what you offer! Don't put them to sleep with an hour long PowerPoint presentation. Allow your energy and passion to show. Make sure they understand that you've got ideas, skills and resources unmatched by any other agency. Make sure they know what they'd be missing without you.

Show off your accomplishments. Give them reason to believe that the challenges you've faced with previous clients have given you the experience and strength needed to lead to success in reaching their goals. Give them your perspective as a market insider. Even if you've never dealt with their industry, you know yours and how to make that knowledge work for them.

Be honest about who you are and what they can expect. Don't make promises you can't keep just to win them over. You both want a lasting relationship and that can only happen when they see the real you.

Make future plans. Don't focus on just the moment, but draw them in to your vision of what a long-term relationship will look like. Let them know that initial plans are just that. There's more to come. Fill them with anticipation.

Don't talk about previous relationships that didn't work out. You've had them. They've had them. Your silence is proof that you learned from them and that you're moving forward not looking backwards. If they want to talk, listen without judgment.

Make them feel valued. Give them more than for what they asked. They want to know that you are going to give them your utmost attention and service.

Leave something behind. Make sure they have a copy of your presentation, summaries of your proposals, documents that provide an analysis of their needs and your ability to meet those needs. It worked for Cinderella, didn't it?

Be the first to call. Don't give them the chance to forget you and the impression you made. If they had questions, answer them as soon as possible. Call them with new ideas, just to let them know you're still thinking about them.

Looking for new clients and feeling a little lonely? Is your pitch now wowing prospects or winning the business? Don't lose heart. Smarti’s new business development consulting services can improve your new business presentations and take your pitch to the next level so clients will fall in love and hire you.

Of course, it also helps to have a friend to offer advice and make introductions. At Smarti, that's exactly what we do. Our business development service is here to help you improve your proposals and put you together with clients eager to hear them. Maybe we're not Cupid, but we do a pretty good job with business romance.

Happy Valentine’s Day!

Top Takeaways from Ad Age’s Small Agency Conference

It's nice to see other professionals expound upon themes you feel are important. Small and mid-sized agencies wanting to stay competitive should take note of some key observations made by top professionals at Ad Age's Small Agency Conference in Minneapolis.

1) People make the agency - David Bell, former CEO of Interpublic and Michael Keller, CEO of Pearson Candy Co., emphasized matching hiring policies with an agency's culture. Bell said, "If you're going to grow an agency, build the culture first." Decide who you are and who you want to be as an agency. Knowing your culture helps you add personnel who accentuate and strengthen it rather than try to take it in another direction. He stressed, "Bad cultural influences will ruin agencies faster than anything." The wrong person, especially in a senior management position, creates a drag on the agency's momentum, poisons the work atmosphere and creates conflicts with clients. It's less expensive to pass on a potential hire than have to buy your way out of trouble later.

2) Small improvements - Most of us would be doubtful about seeing a 100% increase in client base, market share or earnings within 70 days. We doubt because we forget the power of compounded incremental change. Taking the philosophy of Bradley Wiggins, who attained a historic Tour de France win, we only need a 1% improvement each day to reach that goal. Breaking a huge goal up into a series of manageable, attainable goals we meet each day means constant improvement and make them more likely to last when the final goal is met.

3) Befriend agency competitors - A questioner asked about the advisability of small agencies working with other agencies, such as those with expertise in specific areas like PR or media, when presenting a pitch to potential clients. An agency consultant answered that collaborations between agencies could be very effective in the right circumstances. Rather than revealing a weakness to a client, the agency demonstrates its honest assessment of what it can deliver, which clients appreciate, while offering a ready made solution for a comprehensive campaign. It requires extensive meetings with the partnering agency, but shows an agency's ability to work effectively with other teams.

4) Take Risks - Michael Sprague, VP of Marketing and Communications for Kia, presented a concrete example of how risks, something he's pushed into the carmaker's marketing culture with the assistance of his agencies, can pay off. Three years ago Kia launched a campaign targeted at millennials that resulted in a massive sales spike. Since 2008, Kia has seen a 78% sales increase. The risk? Robotic hamsters. "Continue to push the envelope with your clients," he said. "There are no bad ideas. ... After all, we came up with hamsters."

5) Brand your agency - David Bell pointed out the irony that while agencies do a fantastic job of positioning their clients, the do a "horrible" job of doing the same for themselves. When you go before a client, you need not only demonstrate your ability to get their brand out front, but also make a clear statement about your brand. How is it going to stand out against the others? What does your agency bring to a campaign the others can't? He said agencies need to provide "proof points" that illustrate their position. If you don't, your agency is going to be indistinguishable from all the others. If you can't present your own brand effectively, then how can you claim effectiveness in presenting their brand?

I think the last point encompasses the others. In order to compete, smaller agencies must sell their brand. Their brand, who they are, is created by a common culture that runs from top to bottom and includes the confidence to make incremental changes, work with other professionals and push the envelope for their clients.

For more insights on Ad Age’s Small Agency Conference, see the report.

One-Page Power

A client asked for my assistance in putting together a Business Plan along with a PowerPoint he intended to pitch to a Venture Capitalist. The plan came together and we began the process of creating a technical masterpiece that would fully lay out his vision. When I mentioned it to a friend who's a successful entrepreneur and runs in VC circles, he shook his head.

"Wrong approach."

He explained that my client was asking for something more valuable than money to these business people. He was asking for their time.

Despite their popularity, PowerPoint and its clones are completely wrong in this age of shortened and divided attention. The information dense slides promise engagement, but flash past before they can deliver. What does the viewer retain? Nothing unless the information is extensively discussed and reviewed. They have their place in presenting rational for a decision, assessing effectiveness of projects or creative show and tell, but they're useless for the quick decision when time is critical.

What the viewer needs is a one pager; a short but powerful synopsis that addresses and answers the questions utmost in the viewer's mind.

• Purpose: Why are we doing this? What problem needs to be solved?
• Objectives: What needs to be accomplished?
• Strategy: How will it happen?
• Timeline: When will it happen and when can results be expected?

A single page format makes it easy to get to the point, quickly. It explains what you want to do, how you’re going to it, what resources are needed and its impact. It doesn't showcase your technical abilities, but it makes your true message stand out in stark urgency that leaves little room for indecision.

Put yourself in the place of the viewer--whether it’s a client, your boss or the Board.

"I'm giving you one minute to catch my attention and tell me why I should listen. It better be the best minute I've had today, or maybe in my life. You have one shot. So you better blow me away."

You can present a PowerPoint or you can make a point with power. What are you going to give them in that precious time they've granted you? PowerPoint pizazz or one page power?

Is Your New Business Pitch Working?

When running a business, you are in charge of the message that you put out to your customers and the market in general. If you’re using the same basic pitch for the past few years, you should certainly revisit it. Do you continually monitor your competitor's websites and marketing messages? The competitive agency landscape is constantly changing!

Signs your new business pitch is working:
-Your sales reps successfully close the majority of sales that they pursue.
-You get feedback on the pitches that you do not successfully close and you know exactly what happened.

Chances are you’re operating in a vacuum.

Most businesses do not close the majority of prospects that they come across, nor do they get good feedback on why they did not close. It is also becoming increasingly difficult for most companies to keep up with what competitors are doing. Very few businesses can claim that their new biz pitches are working perfectly.

Because of these factors, it sometimes can be helpful invaluable to get an outside perspective on your marketing pitch. An extra pair of savvy eyes and ears can identity issues you're not seeing. Be sure to review your pitch every six months or at least once a year to make sure that its still competitive.

Seducing Prospects: Easy Ways to Woo Clients

Dear Agencies, Happy Valentine's Day! If you're looking for new clients and feeling a little lonely, don't lose heart. In the spirit of the holiday, I'm sharing tips to finding your marketing match. How to make a client fall in love with you comes down to old-fashioned courtship:

1. First impressions. How you present your agency-from the first email, to the office vibe, to how your proposal looks-speaks volumes. Details matter.
2. Be Sexy, not boring! Show how you're different, fabulous and why they need you. Keep new business presentations short and savvy and under a half hour. Don't use a PowerPoint unless it's got eye candy.
3. Be genuine. Don't embellish services your agency outsources and doesn't really provide. You want them to fall in love with what your agency does best -the real you.
4. Plans are exciting. Thought-starters create intrigue. Show them a vision of what a journey with your agency might look like. Do whet their appetite (but don't give it all away so fast.)
5. Experience is a turn-on. Industry knowledge gets clients excited. Show successes with clients facing similar challenges-even if it's in a different industry. It's about your track record of success achieving similar goals.
6. Be a good date. Listen. Don't do all the talking. Clients need to be heard. Let them talk and share. You'll be wiser and be able to develop a better proposal (and have a better relationship) as a result.
7. Don't over-share. Talking negatively about ex-clients and early career horror stories creates a negative vibe. Presenting too much too soon is assumptive and can backfire.
8. Be attentive. Show you care and how much you want their business. Make them feel wanted. Always over-deliver.
9. Bear gifts. Don't go empty-handed. Leave something behind for them to remember you: a PowerPoint presentation, a brochure or case studies. You want to remain on their mind tomorrow.
10. Don't wait. Call the next day. Send a thank you note. Deliver the proposal when promised. Be responsive and keep commitments.

After you've landed them, be sure to keep the romance alive so the relationship thrives. Happy pitching!

A Day in the Life.

I meet many, many agencies. Most of the time it's very enjoyable. I love meeting interesting people, seeing cutting edge creativity, innovative techniques, break-through technologies and learning about new ways of doing things.

While certainly selective, most agencies are very interested in new business—or at least the prospect of building a relationship that could lead to new business. (That’s just smart, right?)

Agencies have different styles. I like to meet the team, get a sense of their capabilities, successes and what they do best. Sometimes agencies give a “dog and pony show” with bells and whistles, other times it’s just meaningful conversation with a stellar portfolio and proof points. I find how an agency presents their agency to me is often how they present themselves to clients.

PR agency search is underway for a really cool company and I’m making the rounds. ALL the agencies on my list had impressive client rosters, which was why I was made the meetings.

So, imagine my surprise at a recent agency meeting. I arrived on time, but was kept waiting for almost a half hour while the Big Wigs were in an internal meeting. A few kids chatted aimlessly about their personal lives; no one offered coffee. Upon the start of our meeting, I was informed they had another one starting shortly. They boasted about their A-list client roster. Expensive, they only took on smaller accounts when begged. Repeatedly. They gave the same old “why we’re different” in an under a minute spiel. (They sounded just like any other agency.) They didn’t ask any questions. One of the most impressive things about this agency was their egos. Yikes. My clients were really mellow, down to earth folks; this wasn’t going to be a personality fit.

Flip over to my next agency meeting. They were just as busy, and I was also kept waiting for about 20 minutes; but apologies were forthcoming. But everyone that worked there—juniors included—couldn’t have been nicer or more accommodating. I was put into a conference room and given coffee while I waited. The meeting had a very different “feel.” This agency had an equally impressive, A-list client roster. Successes were rattled off. Questions were asked. There was engaging conversation. I got the impression they really care about their clients.

I believe that my experience with an agency is often indicative of what will be a clients’ experience. All things being equal, it's the small things make a really big difference.

Cold "Care" Calling

As a marketing and business development expert, I'm in the solutions business. I make other people money (through sales & marketing consulting or agency selection.) Effective selling is solving a potential customer's problem.

So what really drives me crazy is when salespeople so poorly try to sell me. What's more frustrating than a terrible salesperson? As a busy person, it's irritating to hearing someone fumble on the phone and struggle to make their pitch, or to receive a long, detailed email that loses me after the first sentence. It’s either because I have a short attention span, or because I understand sales, but I feel bad as I know their calls and emails will be unproductive and a waste of everyone’s time.

It always amazes me how distanced salespeople are from the marketing, and how they may be alienating prospects. Every sales call, voicemail or email should be viewed as a direct marketing message. Cold calls should always be under 30 seconds, and email pitches shouldn’t exceed 5-7 sentences.

It’s challenging and takes a lot of work. Invest the time to perfect your sales team's pitch and you’ve got a better shot at solving a prospect’s problem—and not becoming one. Care about your contacts and respect their time; it will be a much better use of your team's time, too.

As Thomas Jefferson said, “The most valuable of all talents is that of never using two words when one will do.” Less is more effective.

Most agencies don't use social media for client leads

Agencies hype up social media for clients, but most don’t use it themselves to generate new business.

Nearly two in three agency leaders "rarely or never" or "never" consult social-media sites for new business leads, while just 6% use the social media sites “often” for identify potential clients, according to a survey by consultancy RSW/US. For agencies that engage social media for prospecting, LinkedIn is considered the "most productive" by 51% of agency executives, followed by newsletters, Facebook, blogs and Twitter. The majority (65%) of agencies surveyed estimated that 10% or less of their new business revenue comes from social media outreach.

Of course RSW surveyed the largest agencies and holding company-owned shops. I would think the top agencies are very visible, easy for prospects to find and therefore there’s less of a need to rely on social media for prospecting. Smaller agencies that are hungrier and need to expand awareness may use social media more actively in new business pursuits.

Further, the survey didn't address how and why the agencies use social media; I think they would find the agencies use social media differently, more for brand awareness and thought leadership, less for new biz.

Making Power Points

PowerPoint is one of the most poorly utilized presentation tools in a marketer’s arsenal. I’m always amazed how differences in content, delivery and style can make or break a presentation and affect the energy level in the room. A face-to-face meeting presents an opportunity to engage and connect. So why do so many presenters miss the point?

I was recently watched an agency leader present a PowerPoint laden with heavy text and data-driven charts in a tiny font– virtually impossible to see from the back of the room. Staring at the screen in the front of the room, the presenter was commenting, “it is so obvious; the data speaks for itself.” (No, it didn’t.) No one had any idea what he was talking about, and he lost points.

PowerPoint is often used as a stand-alone document to serve as a leave-behind for review afterward. It’s not meant for that purpose. If the presentation stands alone so well, then why do you need to present it? Send an email. A better leave-behind is a company brochure, printed case studies and team bios, which are all easier to replicate.

Slides are meant to be talking points, an aid or “cue card” for the presenter, and a method to point out the main takeaway for the audience.

So, if that’s the point, why do so many presenters treat the meeting like a read-along? Your audience can read too, and doesn’t need you to do it for them. Important commentary will be tuned out. If tasked with reading, they are not listening, because visual cues take priority. It’s the same reason why it’s not wise to hand your audience the presentation in advance; there’s a natural temptation to flip through and read ahead. Your goal is to captivate and hold your audience’s attention.

It’s best to limit text to a handful of words—as much as you can read in less than 5 seconds. This way, your audience’s attention will remain focused on you. Use the slides for pictures, screen shots, dramatic graphs that highlight what’s being said. Use text sparingly and you’ll see how much better you can get your point across.

Pump up your presentation skills. Your best asset in giving a presentation is YOU. Granted, some people have more charisma are just better presenters than others. Learn how to present, connect with your audience and hold their attention. But best practices and techniques can be trained; I’ve helped many people develop and deliver presentations with pizzazz.

The goal of the meeting is to get your audience interested and excited to take the next step. If achieved, they will ask for a follow-up meeting, proposal or an agreement to move forward. The purpose of PowerPoint is to get to that point.