Agency Owner…
‘’We’re struggling to make an impact on the market, even though we are brilliant at what we do and consistently produce fantastic work’’
Me…
‘’OK, so what are you currently doing to generate leads and build a strong New Biz Sales pipeline?’’
AO…
‘’Well, to be honest Matt, we’ve tried different strategies from tradition sales approaches to more modern social tactics but we’re STILL not obtaining the desired results’’
Me…
‘’What do these desired results look like?’’
AO…
‘’We need to be having meaningful engagements with Brand decision makers and as an off shoot of this, be building relationships with them to ensure when they have high value projects/work on the table, we’re the agency they decide to work with’’
Me…
‘’What’s stopping you from achieving this?’’
AO…
‘’I’m too busy running the agency to perform any outbound lead generation of this nature PLUS I’m not sure how to do it effectively if I’m honest and certainly don’t have the time to learn?’’
Me…
‘’ So, would the ideal solution be to work with someone who can provide you with a set number of qualified meetings to attend per month, with brand decision makers and who can build and maintain a strong, juicy sales pipeline for your agency? If so, then I can certainly do all this for you…
AO…
‘’ That sounds like what we’re after! Out of interest, can you also advise on New Biz strategy to ensure we are maximising our chances of winning business from prospective clients?’’
Me…
‘’ Absolutely, I can do this for you too. Shall we meet for a coffee to determine if we should work together?’’
AO…
‘’Yes please…let’s put a date in diary’’
Me…
‘’Wonderful. I’ll bring the doughnuts!’’
Let’s take (for sake of argument) social selling. Most agencies make the mistake of measuring success by the number of likes, comments or shares that their channel content generates but, in truth, these are just vanity metrics.
Did you know that $54 Billion is spent each year on Facebook advertising that gets ZERO engagement! Only 1.67% of ads get click through!
What really matters is the subsurface direct communication you have with a decision maker, where they have given you permission to engage with them over the phone or via email.
Via creative proposal writing and strategic targeting, quality dialogues can be initiated – the outcome being either a brief that a Brand may have or the opportunity to listen to their frustrations, diagnose their issues and prescribe suitable solutions to these challenges. This is how trust and ‘relationship value’ are built and established with prospects. This is how you become perceived as an expert in your field and considered their ‘go to’ partner.
Remember, when prospecting, data and marketing automation don’t know how to push our emotional buttons, that’s where the human element comes into play.
The people you want to be communicating with i.e. CMO’s will be far more receptive to an agency’s approach if orchestrated by a creative, informed and empathetic being at the other end of the line they can converse with.
My role is not only to provide the personality behind the approach, so your agency isn’t just another faceless piece of content asking for their time or money…but to trigger their emotional desires and provide the answer as to WHY they should be meeting with you (the agency owner) to discuss ways in which you should be working together.
The above is offered with the view to winning you high value projects/securing ongoing Brand partnerships.