How Long Does It Take For Agencies to Land New Business?

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How Long Does it Take for Agencies to get New Business?  Longer than you want it to. Yes, New Business can take a very long time but most agencies don’t want to hear that.

The last thing that agencies have in New Business is patience.  Patience is what they tell clients when they are disappointed with the results of a campaign. These things take time agencies counsel. Be patient they plead.

I got an e mail from an agency New Business leader the other day. He was trying to do a little research on the typical sales cycle for advertising agencies to close New Business. He was encountering some internal resistance to his belief that New Business isn’t transactional selling and takes time to develop. Continue reading

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Want More New Business? Read the Want Ads.

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New Business is a difficult challenge for most agencies and service companies.

I have written a blog in the past called Are Most Agencies New Business Efforts a Waste of Time? You see many agencies chase prospects where there is no pot of gold at the end of the rainbow. I know from my agency search practice that many great brands have a larger brand footprint than budget. Agencies give them proposals that are way over their head.

I’ve heard ,“These guys are big. I bet you they have a huge budget.” One too many times. Continue reading

What I Have Learned By Talking to Clients.

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I talk to a fair amount of clients. It’s fun. I have a large network and get connected to them when they have needs and pain points. I also connect with them when they are out of a job or when they have friends who are out of jobs.

When I conduct agency reviews we often share a car, a shuttle, an airport, a plane with them for over 12 hours a day for days and a fair amount of time on the phone. We arrive at the end in some central parking lot and I sometimes see the light on their cell phone brighten with a text from their boss.

“Will you bring any new ideas to the meeting at 8 in the morning?”  I feel their pain. Continue reading

What I Learn By Visiting Advertising Agencies.

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I like speaking to AAF and AMA Chapters. I have spoken in Amarillo, Fort Worth, Louisville, Jackson MS, New Orleans, Great Falls, Duluth, Biloxi, Mobile, Norfolk, Milwaukee, Phoenix, Oklahoma City, Little Rock and other spots like Nashville, Louisville, Omaha, Lincoln, and Tucson to name a few.

Every time I travel to a town I have some down time. Most likely in the morning prior to presenting. I can do emails in my hotel room anytime but I can’t meet people in whatever town everyday. So I send out emails to ad agencies in those cities saying I am coming to town.

I have conducted agency searches for Jenny Craig, Jacuzzi, Villeroy & Boch, Toyo Tires and other companies and coming to your town I write. Have anytime for a coffee I ask? Continue reading

The Secrets of Agency New Business.

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I have conducted agency reviews for clients like Jenny Craig and Toyo Tires. I was the fly on the wall.

I have won lots of New Business for agencies and supported myself for over a decade by creating my own salary.

So here are the key secrets I have discovered about New Business.

There are none. None. Nada. Zero. None. Aucun.

Sorry.

“I don’t want to hear that Hank. I want the easy answer.” Continue reading

How Well Does Your Agency Handle Rejection?

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New Business in the Agency game is a very tough road.  It is a game comprised largely of rejection if you are in a pitch with other agencies.  That is why that is not the optimum way of getting New Business. I know.  I have hunted for New Business all my life.  I am a consultant and have to create my job each and every day.  My dinner comes from what I win. There is no time in my life to coast.

I have also had the pleasure of conducting agency reviews for a number of clients including Jenny Craig, Jacuzzi, Toyo Tires and many other companies. Continue reading

Why I Hate Conducting Agency Reviews.

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Agency reviews are my perfect straddle

I can blend both sides.

In the end I have to tell every  agency except one this is the end.

I don’t want the review to end

I have smelled the scents of the chase

Everyone likes the action

In the end I have to pick up the phone.

I have procrastinated about it way too long today but I can’t pull the trigger.

I don’t want to make the call.

I have worked their hours many times. . I was in their place.
I had to pick up the phone and explain to everyone who wanted to know.

I feel both sides.

The new  agency world  is a tough game.

I am always proud that my agency brothers and sisters made it a tough call.

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Watch: How Agencies Can Get More New Business

You may also enjoy this article on Why Finding An Agency is Not an Easy Task.