When agencies are considering our services, one of the first questions I typically ask is how they’ve handled new business in the past and are currently handling it.
One response I often get when an agency is considering a change, in regards to past performance: “we had someone internally but the prospect meetings didn’t go anywhere.”
If this describes your current new business program, you need to think about what that really means, because there are several, brief stages of analysis you should subject your current meetings to.
Obviously if you feel the meetings from your new business program, whoever is handling it-you, a new business director, a team, etc, “aren’t going anywhere”, a change needs to be made.
But that change can take a few different paths, and could be a simple tweak, or a sizeable change.
The first place to start, perhaps unsurprisingly, is asking,
Why you think prospect meetings are going nowhere
As Vice President of Sales at RSW/US, Lee drives sales efforts to bring ad agencies and marketing services firms on board with RSW, creates content around successful new business tactics and takes part in RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. You can find him on LinkedIn (https://www.linkedin.com/in/leemcknightjr) or Twitter (@leemcknightjr).