The RSWUS Definitive Pre-Call Checklist for a Productive First Prospect Meeting

ebooks, Featured, Outsourced Business Development

The Essential Post-Call Checklist for Prospect Follow-Up

This closes out our three-part series on driving success in first prospect meetings.

Download the others below to help you fully prepare pre-meeting, excel during the meeting itself, and with this final entry, nail the final and most important step: the follow up.

The RSW/US Definitive Outline for a Productive First Prospect Meeting

The RSW/US Definitive Pre-Call Checklist for a Productive First Prospect Meeting

A Repeatable Post-Call Framework to Get You Closer To Close

Too many firms leave the first meeting hanging, assuming the momentum will carry into a second conversation on its own.

Prospects need to feel you’re organized, attentive, and already thinking on their behalf, which will happen when you follow a simple, consistent post-call routine.

Here’s what a repeatable post-call framework will do for you:

Keep the conversation warm and moving forward
Capture the details while they’re fresh so nothing gets lost
Demonstrate you’re a strategic partner, not just a vendor
Make setting the next meeting the natural next step

The Essential Post-Call Checklist for Prospect Follow-Up Post-Call

That’s why we created this straightforward post-call checklist.

It’s built for agencies, marketing services, PR, and Professional Services firms that want to turn good first meetings into concrete next steps, without overcomplicating the process.

The checklist walks you through exactly what to do right after the call, what to recap internally, and how to nurture with purpose between meetings so your outreach feels relevant.

You’ll see practical prompts like sending a quick thank-you with a second-meeting invite, recapping the prospect’s challenge in their words the next day, and sharing one tailored proof point (case study, POV, or mini audit) that shows you’ve already started thinking for them.

Here’s what you’ll walk away with:

Thoughtful Follow-Up steps that set up the second meeting naturally
A Quick Internal Recap template to capture what matters
Practical ways to Keep the Momentum Alive with relevant value adds
An Evaluate + Adjust section to review the meeting and refine your materials, pitch, and proof points for next time

This approach comes from years of our RSW/US experience helping agencies and firms open doors and move opportunities forward.

Whether you’re new to business development or simply ready to tighten up the “what happens after the call,” this checklist will help you turn first conversations into real next steps, consistently.

Instead of hoping they circle back, you’ll follow up with clarity, intent, and the kind of preparation prospects notice and appreciate.

And if you need help getting more first meetings on the books, contact us here for a conversation.

October 24, 2025/by Lee McKnight Jr

ebooks, Featured

The RSW/US Definitive Pre-Call Checklist for a Productive First Prospect Meeting

Preparing for a first prospect call can be done efficiently, and doesn’t need to take a huge chunk out of your day.

But too many firms rely on improvisation, assuming their creativity or track record will carry the conversation.

Prospects need to see you’ve done some level of prep, ask relevant questions, and establish credibility.

Here is what establishing a repeatable pre-call framework will do for you:

Make your first meetings more efficient
Ensure nothing falls through the cracks
Show your prospect you’ve done the homework
Make you feel more comfortable walking into that meeting

The Definitive Pre-Call Checklist for a Productive First Prospect Meeting

That’s why we created this simple, straightforward pre-call checklist.

It’s designed specifically for agencies, marketing services, PR, and Professional Services firms.

It walks you through the research, positioning, and question-building you should do before every prospect call.

From identifying who will be in the (virtual) room, to curating smart, strategic questions that show you understand their business, the checklist ensures you don’t overlook the details that matter most.

Here’s what you’ll walk away with:

The Brief “Must-Have” Research
Tactical Due Diligence That Often Gets Overlooked
Sample Strategic Questions To Prep Beforehand
Assets to Have On Hand Without Overwhelming Your Prospect
Final Important Steps To Lock Down Pre-Call

This approach comes from years of our RSW/US experience working with agencies and firms to open doors and get closer to closing business.

Whether you’re new to business development or a seasoned pro looking to sharpen your approach, this checklist will help you maximize every prospect interaction.

Instead of winging it, you’ll head into each call with clarity, focus, and the kind of preparation that prospects will notice and appreciate.

And if you need help getting more first meetings, contact us here for a conversation.

September 25, 2025/by Lee McKnight Jr

ebooks, Featured

The RSW/US Definitive Outline for a Productive First Prospect Meeting

When you meet a new prospect for the first time, it’s easy to feel pressure to present your firm’s full capabilities right away.

But the most effective first meetings are the ones where the spotlight is squarely on the other person. The goal isn’t to close a deal in 30 minutes, it’s to build trust, uncover needs, and create a natural reason for a follow-up conversation.

The RSW/US Definitive Outline for a Productive First Prospect Meeting

That’s why we created The RSW/US Definitive Outline for a Productive First Prospect Meeting you can download at no cost.

It’s a straightforward framework to help professional services firms make the most of those early conversations.

It’s not a script, but a guide you can adapt to the flow of the meeting.

It keeps you focused on asking open-ended questions, actively listening, and connecting the dots between their challenges and your relevant experience, all while keeping the conversation firmly centered on them.

This approach comes from years of our RSW/US experience working with agencies and firms to open doors and get closer to closing business.

Walking into a meeting with a plan makes you more confident and intentional, and wrapping up with a clear next step and timely follow-up helps establish your expertise from the very first interaction.

And if you need help getting more first meetings, contact us here for a conversation.

August 15, 2025/by Lee McKnight Jr

ebooks, Featured

2024 RSWUS New Business Recipe Book

As I kick up my feet at the end of a long, tough day, I like to remember the reasons we put in so much hard work.

For some it might be financial success or recognition but for me, it’s all about the people around me: my family, friends, and coworkers (my family away from home).

Some of my favorite memories involve sharing a meal with them, and in that spirit, I’m delighted to share the following with you—a curated book of recipes provided by the crew at RSW/US.

In our recipe book, you’ll get new business development tips, and real recipes to add to your list of favorites.

Just a few of them here:

Old Bay Shrimp and Sausage Sheet Pan Dinner
Not-My-Mama’s Casserole
Ranch Roasted Broccoli
Pine Nut Chicken Fettuccini
Creamy Meyer Lemon Pasta
and a Morgantown Martini

I hope the recipes in this 2024 RSWUS New Business Recipe Book provide a window into the lives of some of the great bunch of people that I work with and that make RSW/US what it is.

And, just maybe, these recipes will become a source of connection in your own life, allowing you to create lasting memories around the dining table with the people you care about most.

Warm regards,

Mark Sneider

July 22, 2024/by Lee McKnight Jr

One big business development challenge for ad agencies: Looking Beyond Referrals For New Business Referrals are often thought of as an agency's best friend when it comes to driving new business.

ebooks

4 Reasons To Look Beyond Referrals For New Business

Referrals are often an agency’s best friend when it comes to driving new business, but here are 4 reasons why you need to look beyond referrals for new business:

1. Referrals aren’t necessarily the right type of client.

2. Referrals are not a consistent and scalable source of new business.

3. If you’re a small-mid sized agency, larger agencies are going after what they didn’t use to.

4. Agencies continue to get more aggressive when it comes to new business

4 Reasons To Look Beyond Referrals For New Business

1. Referrals aren’t necessarily the right type of client.

For several reasons this could be true (wrong fit, too small, no budget), and your team could end up spending time on the wrong types of work.

2. Referrals are not a consistent and scalable source of new business.

Just as your agency experiences certain lulls given the nature of your clients’ businesses, referrals function in the same way.

3. If you’re a small-mid sized agency, larger agencies are going after what they didn’t use to.

It’s a trend that’s gained momentum, which means those referrals you’re relying on have a better chance of slowing, or drying up altogether

4. Agencies continue to get more aggressive when it comes to new business

In our own survey reports, 86% of respondents say they’re getting more aggressive in their outbound and inbound activity.

(Whether or not they actually do-we’ll see.) :)

Referrals must be part of your new business strategy, but as we mentioned in the beginning of this post, they can’t be your only source of new business.

More here from our 3 Takeaways series:

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

—————————————————————————————————————————
If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

January 5, 2023/by Lee McKnight Jr

ebooks

Fueling Your Business Development Content Engine

One big business development challenge for ad agencies: Fueling Your Business Development Content Engine

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Download this one-pager at the bottom of this post.

Taking a fresh look at your stash of business development content is always a smart choice – but how do you get your content engine fueled up?

1) Let your work be your guide

When it comes to case studies, try developing a full arc to your client’s success story. What was their situation before they entered into a relationship with your agency?

How did your unique approach address their challenge? And of course, what was the outcome?

If the prospect sees their problems mirrored in the case study, they’ll want to keep reading.

For blog content inspiration, again— look inward.

View blogging as the most flattering Q&A session imaginable.

Cover the topics your agency excels at.
What makes your approach stand out?
What has proven to be the difference in the experience you provide for clients?

2) Have An Opinion

At times, you’ll want to comment on the hot topic of the day.

A national news items captures everyone’s attention, or some big player in your industry is making moves you can’t ignore.

Go ahead, jump into the conversation.

It allows you to capitalize on the moment.

Buzz doesn’t last long these days, but writing something on the latest hot topic can give your SEO a shot in the arm and get you more views.

But, be cautious.

Let these articles be a spice and not the main course of your thought leadership.

These types of news items don’t always age well, so you’re better off creating less frequent, but more

3. Don’t Go It Alone

More hands help to lighten the load!

A blog post every week is attainable, but still a lot of work. That same load distribution across 3-4 people is far more manageable.

Also, practicing a culture of thought leadership is a strategic advantage for an agency and getting a wide range of voices to contribute helps to paint a more complete picture of what your agency has to offer.

Still having trouble generating ideas? If contributors ever find themselves struggling for inspiration, get them all in the same room together and start spit-balling.

Better yet, invite an outsider to join and ask questions. You’ll walk away with a dozen new topics.

—————————————————————————————————————————
If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

August 31, 2022/by Lee McKnight Jr

ebooks

Climbing the Prospect Follow-Up Hill

One big business development challenge for ad agencies: Climbing the Prospect Follow-Up Hill

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Download this one-pager at the bottom of this post.

We created an eBook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately release it in full, but we’re starting by releasing individual one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here, the second, Targeting The Right Prospects, here, the third, Executing An Ad Agency New Business Refresh, here, and the fourth, Pushing Through The Intro Email Dead End here.

Far too often, we see agencies build a solid connection for a productive first meeting, and then… nothing. Here’s some pointers on making sure you don’t get ghosted climbing the prospect follow-up hill.

01. Remind them why they took the first meeting with you

The prospects you are pursing are busy people. If they took even 30 minutes of their time to meet with you, they have a need or they saw some sort of value in talking to you. Your primary goal in that
first meeting should be to determine why they decided to take the meeting.

Maybe they are struggling to find a partner who understands their business. Perhaps their current agency is underperforming.

Or maybe they are interested in implementing a strategy that aligns with your specific strengths.

In any case, your follow-up should help to re-establish their motivation for speaking to you in the first place.

02. Provide insight on something discussed in the first meeting

Your introductory meetings should always serve as a way to learn about the prospect and his/her business.

After that first meeting, you should have some sense of the prospect’s pain-points and you should have some understanding of their past strategies.

As you prepare to follow-up with the prospect, find ways to offer valuable perspective around something you learned in that first meeting.

Find a 3rd party news item or blog post relevant to your initial discussion. Show the prospect that you understand what they told you and demonstrate your resourcefulness.

03. Share your experience solving problems like theirs

Your follow-up should include examples of work you’ve done for clients in the same (or similar) industry as the prospect’s.

This helps to alleviate any potential concerns the prospect may have about your ability to understand his/her business.

When possible, the work examples should demonstrate ways in which you’ve solved similar challenges the prospect is facing.

Your goal is to establish credibility, provide value, and show the prospect that you are eager to help achieve his/her goals.

—————————————————————————————————————————
If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

July 6, 2022/by Lee McKnight Jr

ebooks, Processes

3 Techniques To Push Through The Intro Email Dead End

Business Development is hard – you send that intro email, and are lucky to see a response to even a fraction of those.

Here are 3 techniques to help you push through the intro email dead end:

Play to Your Strengths
Remember: Prospects are People
Be Mindful of Spam Filters

Download this one-pager at the bottom of this post.

As we point out in this eBook header,

New business is hard – you send hundreds of emails, and are lucky to see a response to even a fraction of those.

So we created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here, the second, Targeting The Right Prospects, here, and the third, Executing An Ad Agency New Business Refresh, here.

Below a few techniques to help that first intro email stand out.

1. Play to Your Strengths

Choose one core strength or capability that you can speak to.

Yes, your agency may specialize in multiple areas, but choose one for the introduction email.

A good way to help you identify your core strength is to think back to your current list of clients and ask yourself (and your team), what do our clients love
about our agency?

2. Remember: Prospects are People

You often see subject lines like: “Can I get 15 min of your time?”, or “Let our agency help you!”.

No one is going to read your email if they don’t open it first, and a broad or sales-y subject line isn’t inviting.

Remember… you’re reaching out to an actual person.

If YOU would open and read your email based on the subject line, chances are they will, too.

3. Be Mindful of Spam Filters

Having links, PDFs, or attachments is a sure-fire way to get your e-mail booted to SPAM.

Keep them text-only initially, then you can send case studies and other content once you’ve begun that relationship.

—————————————————————————————————————————

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

May 12, 2022/by Lee McKnight Jr

ebooks, Featured

Executing An Ad Agency New Business Refresh

One big business development challenge for ad agencies: Executing An Ad Agency New Business Refresh

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Download this one-pager at the bottom of this post.

So two members of our RSW/US Marcom team, Steve Taggart and Bailey Kocent, created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here, and the second, Targeting The Right Prospects, here.

Every agency has been there: you know you need to update your new business strategy, but old habits die hard and you soon realize it’s much easier said than done.

Here’s what you need to know to make sure it sticks and execute an ad agency new business refresh:

1. Positioning = 3 Sentences or Less

Think of your positioning as the fuel that gets your vehicle moving – without it, you’re not getting anywhere.

In 3 sentences or less, it should explain who you are, what you do, and, who you do it for.

Here’s a short video on avoiding the ad agency se of sameness in your positing: The Ad Agency Sea of Sameness – How To Steer Clear

2. Nail Down 20-30 Companies

Start off by nailing down 20-30 ideal companies to go after.

Prospect against 20-30 ideal companies for a month, planning on an hour each day or 2 every other day.

See where you are after that first month and adjust.

3. Avoid Shiny Objects At The Outset

All the ongoing new tech is glamorous and cool, but what do you really need?

For a solid new business program, you need a CRM and email platform that tracks opens and clicks.

Don’t get buried with all kinds of tech you’ll never use.

More content around avoiding those shiny objects: How To Add Value To Agency New Business Prospecting

4. Don’t Do What Your Competition Is Doing

You know your competition is most likely prospecting with emails and on LinkedIn.

Both are great prospecting tools, but relying on them solely will not get you to your brand new client destination.

Mix up your platforms and use each of them in concert with each other.

—————————————————————————————————————————
If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

April 14, 2022/by Lee McKnight Jr

ebooks

Four Ways To Target The Right Prospects For Business Development

Finding and targeting prospects is a big business development challenge for ad agencies, so here are four ways to target the right prospects:

Know Your Positioning
Use Past Work In Future Content
Consider Your Location
Find Right-Fit Titles

As we point out in our eBook header,

All the outreach in the world won’t help if it’s targeted toward the wrong prospects for your agency.

So members of our RSW/US Marcom team created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here.

This second one-pager covers a big business development challenge for ad agencies: targeting the right prospects, focusing on four business development building blocks to help define your target audience.

1. Know Your Positioning

As you plot your course, take a look in the mirror and answer a few questions about your agency: Are you specialized for one or more industries?

Does your work relate across multiple sectors?

How are you different than other agencies?

Here’s some further RSW content to help strengthen your ad agency positioning as you focus on targeting the right prospects:

Marketers Increased Spending In These Areas — 3 Takeaways Ep.47

What Clients Expect From Your Agency — 3 Takeaways Ep. 75

2. Use Past Work In Future Content

Take stock of where the bulk of your experience lies to determine what to focus on; make sure that you’re able to draw a connection from work you’ve done to the companies you’re reaching out to.

Here’s some further RSW content to help use past work in your future content:

Why Ad Agencies Don’t Like To Self-Promote

3. Consider Your Location

Consider the location of your potential new clients. We often recommended starting close to home and moving outward, but the surge of work-from-home solutions has created a much more open market for agencies across the country.

Making Your Way Out Of The Ad Agency New Business Wilderness

4. Find Right-Fit Titles

Do you need to target the CMO for a discussion about brand strategy, or does it make more sense to talk to a Marketing Director about project work? Focusing your outreach on the right titles will increase the chance of meaningful conversations.

Why Prospect Lists Need The Human Touch

The Importance of Quality Marketing Contact Lists for Agency New Business Programs

—————————————————————————————————————————

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Learn more about our outsourced business development programs here.

Learn more about our process here.

March 25, 2022/by Lee McKnight Jr

A Repeatable Post-Call Framework to Get You Closer To Close

The Essential Post-Call Checklist for Prospect Follow-Up Post-Call

Here’s what you’ll walk away with:

The Definitive Pre-Call Checklist for a Productive First Prospect Meeting

Here’s what you’ll walk away with:

The RSW/US Definitive Outline for a Productive First Prospect Meeting

2024 RSWUS New Business Recipe Book

4 Reasons To Look Beyond Referrals For New Business

1. Referrals aren’t necessarily the right type of client.

2. Referrals are not a consistent and scalable source of new business.

3. If you’re a small-mid sized agency, larger agencies are going after what they didn’t use to.

4. Agencies continue to get more aggressive when it comes to new business

One big business development challenge for ad agencies: Fueling Your Business Development Content Engine

1) Let your work be your guide

2) Have An Opinion

3. Don’t Go It Alone

One big business development challenge for ad agencies: Climbing the Prospect Follow-Up Hill

01. Remind them why they took the first meeting with you

02. Provide insight on something discussed in the first meeting

03. Share your experience solving problems like theirs

1. Play to Your Strengths

2. Remember: Prospects are People

3. Be Mindful of Spam Filters

One big business development challenge for ad agencies: Executing An Ad Agency New Business Refresh

1. Positioning = 3 Sentences or Less

2. Nail Down 20-30 Companies

3. Avoid Shiny Objects At The Outset

4. Don’t Do What Your Competition Is Doing

1. Know Your Positioning

2. Use Past Work In Future Content

3. Consider Your Location

4. Find Right-Fit Titles

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