Ghosted After The First Prospect Meeting

Far too often, we see agencies build a solid connection with a productive first prospect meeting, and then… nothing.

For our three takeaways today, we have pointers to make sure you don’t get ghosted on the way to meeting number two.

And we have a bonus, a one-pager you can download with our three takeaways from this episode.

Download that here: Climbing the Prospect Follow-Up Hill

You’ve had that first prospect meeting, and ideally you’ve set the second meeting. 

But that doesn’t always happen, or it’s tentatively set, and maybe you’re getting ghosted. 

To ensure that second meeting happens, let’s get into how you can better your odds.

Your first takeaway:

Remind them why they took the first meeting with you.

If your prospect took 30 minutes of their time to meet with you, they have a need or they saw some sort of value in talking with you.

Your primary goal in that first meeting should be to determine why they decided to take the meeting.

Perhaps their current agency is underperforming.

Maybe they are interested in 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.

OK, your second takeaway:

Provide insight on something discussed in the first meeting. 

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.

Show the prospect that you understand what they told you and demonstrate your resourcefulness.

And your third takeaway:

Share your experience solving problems like theirs.

Hopefully this is not the first time you’ve heard this.

Your follow-up should include examples of work you’ve done for clients in the same (or a 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.

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

Thanks for watching 3 Takeaways-lots of new business content our site to help you at rswus.com, just hit the resources drop down. 

Marketer’s Edge Interview With Adam Weinroth: Bioscience, Startups & Tech Firms

In this episode of Marketer’s Edge we’re talking with Adam Weinroth, Head of Software Marketing at Colossal Biosciences.

If your agency pursues clients in bioscience, biotech, tech firms, or startups, you’ll want to watch this episode.

A bit of background: Colossal is a breakthrough bioscience and genetic engineering company that builds radical new technologies to advance the field of genomics. Colossal creates disruptive technologies for extinct species restoration, critically endangered species protection and the repopulation of critical ecosystems that support the continuation of life on Earth.

Why Advertising Agencies Should Watch This Episode-Adam talks:

  • His experience defining positioning for new start-up businesses and how that can differ from working for a more established brand.
  • Building up his own internal demand generation team and the advantages he sees in doing that.
  • Working with SEO/SEM agencies (and provides some counsel to marketers on how to best optimize that experience.)
  • Working with start-ups and technology firms.
  • His perspective on what is required on both sides of the fence when working to establish a strong agency-client relationship.

A little bit about Adam:

Experienced, entrepreneurial, full stack marketer specializing in new category creation.

Powered by a passion for developing new products, bringing them to market, and driving business growth.

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You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re looking for a more effective business development strategy, email me at lee@rswus.com. I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

3 Business Development Strategies That Work In 2022

Lee McKnight Jr. is delivering you 3 business development strategies that come straight from your agency peers.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

We attended the AMI Conference in Chicago a few weeks back, and were privileged to moderate three different agency roundtables, with the topic, Business Development in 2022-What’s working and what’s not. 

I can’t give away all the good stuff, but for our three takeaways, I wanted to point out three tips on what’s working: what we see working with our own clients, and what agencies from our roundtables mentioned was working for them.

Here’s your first takeaway:

Try posting something personal on LinkedIn. 

Does that sound weird?

It kind of feels weird-I have not done it often, but I’m planning on doing it a bit more. 

Because it does two things-

  • Gets you more views and likes, and
  • Brings a human side to you, that prospects will respond to.

There are some ground rules here.

Do it sparingly, and provide some type of insight or reflection. 

If it’s just a post with a picture of you by the lake, or the team at happy hour, you’ll probably get some views, but then you’re just turning it into your Facebook feed.

Ideally, you tie in some aspect of your personal life, could be a reflection on something positive, or how you handled a struggle, into your work life.

I will tell you, it’s not always easy, because, and I hate this overused word, it needs to be authentic. 

But mixing one of those posts in, with every nine thought leadership posts, gives your profile more dimension-prospects work with agencies and people they like.

This will help you do that. 

Your second takeaway:

Don’t sell in every email.

Also sounds weird, right?

You need to take advantage of that email real estate with every send. 

Well, email deliverability is getting more and more important. 

The days of blasting out ineffectual, no homework emails is going away. 

Your sender reputation is incredibly important. 

If more and more of your emails are going into spam filters, Google will ding you.

If you pick one email a week, or 1 out of 4 in your cadence, and not sell to your prospect, but instead, provide them with something of value, that relates to their industry-it will help you stand out, and your prospects will respond in kind. 

It will still take time, it’s not a silver bullet, but everyone else is blindly selling, seeing what sticks. 

And your third takeaway, and it’s purely tactical:

Pursue new hires-the right way. 

A new CMO, or VP of Marketing, will have a lot on her or his plate being new on the job. If you approach them respectfully, and show your value, chances are good they’ll at least be more open to talking.

They’ll need the help. 

Doesn’t always work, and you can’t jump all over them, but there are some software platforms, like a ZoomInfo, or more inexpensive options, just Google ZoomInfo new hires, or Lead 411 new hires, and other platforms will pop us as well within that search to help you find those new hires. 

Couple that with Google alerts and LinkedIn, and you’ve got what you need.

There you go-3 business development strategies for 2022.

Thanks for watching 3 Takeaways-lots of new business content our site to help you at rswus.com, just hit the resources drop down. 

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🔔 Subscribe for more free content on how to help improve your new business program: https://bit.ly/2Mn0gXy

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at lee@rswus.com. He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

Marketer’s Edge Interview With Becky Freemal: Credit Union Rebranding

In this episode of Marketer’s Edge we’re talking with Becky Freemal , Chief Marketing Communication Officer at ValleyStar Credit Union, and the discussion focuses on repositioning and rebranding credit unions.

If your agency pursues clients in the credit union space, you’ll want to watch this episode.

A bit of background: across Virginia, ValleyStar Credit Union has served businesses and families since 1953.

They help their members get beyond the dry language of mortgages, loans, accounts and credit cards to focus on what they really care about – the house they’d love to own, the bigger car, the credit card that works with their lifestyle, reaching that goal of a law degree, owning a small business or a secure retirement.

Why Advertising Agencies Should Watch This Episode-Becky talks:

The recent (2021) launch of their credit union’s repositioning and credit union rebranding and what that has done to the performance of her business.

Her move from a storied career in journalism to the world of credit union marketing – and why she decided to leave television to run marketing for a credit union.

How her life as a journalist has made her a better marketer, and better able to tell customer stories in ways that are more impactful and believable.

Her advice to marketers looking to bring on a new agency and offers counsel to agencies looking to knock down her door and win new business.

A little bit about Becky:

All Data … Big Analytics … each data point has a story.

I uncover those stories, make sense of the numbers and comprehend the impact of each one.

Stories connect people, empower relationships, measure brands. I tell those stories. I connect those people and I build those brands.

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You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re looking for a more effective business development strategy, email me at lee@rswus.com. I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

3 Tips On Crafting Effective Emails Prospects Won’t Ignore

For this episode, we’re bringing you 3 pieces of advice on how to craft effective emails from our own RSW/US new business directors.

Welcome to “3 Takeaways”, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re driving new business for your advertising agency or PR firm, you’re always looking for ways to make your emails more effective.

In this episode, we’re giving you 3 quick tips, or takeaways, directly from 3 of our new business directors here at RSW.

Your first takeaway on crafting effective emails is from Brandon Buttrey:

Shy away from links, bold, italics, underlines and attachments.

I like this one a lot, Brandon points out as well,

The e-mail should read like a conversation between two people.

I’ve talked about this before in these episodes, and it’s a prospecting mantra of mine:

Talk to your prospects, not at them.

An email full of bold or underlined copy with multiple links screams sales email.

I’m not advising you never use any of these, but early on, especially, avoid all of them-just reach out with simple text.

Your second takeaway is from Amanda Mudd:

Be literal in your subject lines.

I’ll give you an example.  You‘ve heard that your subject line should reflect, in some way, the content of your email.

So, one way to be literal in your subject line, and a great way to use your case studies, is naming the company that’s in your case study in your subject line.

And that’s it, just the company name.

It should obviously relate to the prospect’s industry you’re reaching out to, but getting your email opened is that huge first step.

And just the company name will create some interest, and quite frankly, maybe some confusion, but that’s a good thing.

Chances are better they’ll open it.

And your third takeaway is from Carrie Shoemaker:

Be Enthusiastic, upbeat, and confident.  Be memorable. 

Advice you may have heard before, but so many salespeople don’t embrace it.

Your enthusiasm and passion shows, on the phone or video, sure, but in email and voicemail as well.

There’s a balance-you don’t want to be over the top in your enthusiasm, but it humanizes you.

So much sales outreach comes off as an ad a robot wrote.

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🔔 Subscribe for more free content on how to help improve your new business program: https://bit.ly/2Mn0gXy

If you’re looking for a more effective business development strategy for your ad agency, email Lee McKnight Jr. at lee@rswus.com. He would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

Marketer’s Edge Interview With Jerry Clum: Franchise Business Common Threads

In this episode of Marketer’s Edge we’re talking with Jerry Clum, CEO of Hommati, and the discussion focuses on starting a franchise business, franchise business common threads, and capturing the attention of agents and home buyers.

If your agency pursues clients in the real estate market or franchising, you’ll want to watch this episode.

A bit of background: Hommati provides innovative services and dynamic content such as 3D Tours, Aerial Videos, Ultra HD Photography, Video Slideshows, Augmented Reality designed to help real estate agents win more listings, sell more homes, sell them faster and often for a higher sales price. Each franchise is independently owned and operated.

Why Advertising Agencies Should Watch This Episode-Jerry talks:

  • Advice he’d give to fellow entrepreneurs looking to start a franchise business.
  • The franchise business common threads that carry through all of the businesses he’s owned and run.
  • Jerry’s predictions on the state of real estate sales.
  • What makes Hommati different from the other franchise businesses Jerry has run.
  • How a brand like Hommati captures the attention of agents and home buyers.
  • What Jerry sees as the advantages and disadvantages of in-house versus bringing in an agency.
  • Advice Jerry would give to marketers thinking about bringing a new agency on board

A little bit about Jerry:
CEO, Franchisor, Entrepreneur, Consultant, and cited expert in all areas related to franchising.

And Jerry’s got a great Zig Ziglar quote on his LinkedIn page:

“You can everything in life you want, if you just help enough other people get what they want!”

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You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re looking for a more effective business development strategy, email me at lee@rswus.com. I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

You Need A Cold, Hard Agency New Business Wake-Up Call-3 Of Them Actually

You know sometimes you need an agency new business wake-up call-a jolt, a bucket of cold water just right in your face.

I’m seeing three sales trends that are not helping anyone gain any new business. 

You need to watch this episode and share it with your team-let’s do it.

This is 3 Takeaways, your agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

We’re coming in hot and keeping it short-you’ll want to soak in all three of these takeaways.

We’re talking trends that agencies, and salespeople generally, need to stop embracing. 

That first trend is:

Sales messaging or copy that gets way too specific, way too fast

. . .or that gets into the weeds, and overly technical, too quickly.

Your first takeaway:

A lay-person should be able to understand any initial lead generation outreach.

Whether that’s email, phone, or social.

Sometimes that seems counter-intuitive, because you may feel like you’re not giving your prospect the benefit of the doubt, but I don’t mean dumb it down, just don’t vomit minutia all over them out of the gate.

That was a terrible visual I just put in your head, let’s move on. 

OK, the next trend is war and peace messaging.

Here’s your second agency new business wake-up call, or takeaway:

Unless you’ve already started conversations with your prospect, your first email should not be longer than three short paragraphs max.

I know many of you watching could contradict me with success you’ve had with longer emails, but it amazes me how many salespeople, how many agency new business directors, send scrolling, multi-paragraph emails on their first outreach attempt.

No one has time for it.

As I said, if you’ve started communication in some form with that prospect, you have more leeway. 

But try this experiment-

Force yourself to write no more than 3 paragraphs at two sentences each in your next round of prospecting emails.

It’s hard, and you have to cut to the chase with really important, valuable information.

But it’s a good exercise to help you get more concise, and not just in your emails, but in video calls and phone calls.

And the last trend I call subject line Russian roulette.

And here’s you third takeaway to explain:

Don’t use “Meeting Request” as your email subject line. 

Or any form of it.

It may work, if you like using hope as a strategy, but you’re most likely looking at an automatic delete.

It screams, I am a salesperson you don’t know.

64% of prospects make a decision to open emails based on subject lines.

So what do you think your prospect will do when she sees meeting request?

That’s a non-starter.

Thanks for watching 3 Takeaways-lots of new business content our site at rswus.com, just hit the resources drop down. 

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🔔 Subscribe for more free content on how to help improve your new business program: https://bit.ly/2Mn0gXy

If you’re looking for a more effective business development strategy, email me at lee@rswus.com. I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

Marketer’s Edge Interview With Andrew Pudduck: Reinventing A Heritage Brand

In this episode of Marketer’s Edge we’re talking with Andrew Pudduck, Head of Digital Sales Transformation, Brand, and Marketing at Cutter & Buck, and the discussion focuses on reinventing a heritage brand.

If your agency pursues retail, lifestyle brands, clothing, or sportswear, you’ll want to watch this episode.

A little background: Cutter & Buck Inc. was founded in 1989, in Seattle, Washington, with an eye towards making premium sportswear and outerwear in styles with distinctive details, quality craftsmanship, and the finest fabrics.

They embrace their regional heritage with a brand identity that embodies Genuine Spirit of the Pacific Northwest.

Staying true to their proud tradition of creating high-quality performance sportswear for over 20 years, they have evolved from a niche-specialty brand to a global lifestyle brand, with a large selection of modern classic apparel and accessories for people who naturally thrive between an urban and outdoor lifestyle.

Why Advertising Agencies Should Watch This Episode-Andrew talks:

  • How the Cutter & Buck brand evolved and how he helped in the process of reinventing a heritage brand
  • How he prioritized the brand and its story for the move into a more digitally-centric world.
  • Advice he has for marketers on how to better their relationship with their agency partners.
  • His outlook/predictions for the world of retail and apparel sales.
  • Suggestions for agencies looking to knock down his door on the things that are most important to him.

Andrew Pudduck, Head of Digital Sales Transformation, Brand, and Marketing at Cutter & Buck: Reinventing A Heritage Brand

A little bit about Andrew:

Electric, transformational global marketing leader who builds the brands you trust and launches the products you love.

Breaker of plateaus and energizer of companies with adaptable, own-able, next generation opportunities who aligns those around to do their best work.

Obliterator of boundaries, tackler of tomorrow’s needs who builds teams, empowers creative minds, accelerates digital growth, unravels unknowns, and transforms siloed businesses.

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You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

If you’re looking for a more effective business development strategy, email me at lee@rswus.com. I would love to talk.

Or, if you’re not ready for that step, you can read about how our outsourced business development programs work here.

Marketer’s Edge Interview With Julie Mann: Crazy Successful Food Innovation

In this episode of Marketer’s Edge we’re talking with Julie Mann, the Chief Innovation Officer at Puris Foods, and the discussion focuses on food innovation at Puris (they’re very good at it), e-commerce, and Julie’s direct advice to agencies.

If your agency pursues plant-based foods. food ingredients, organic, or non-GMO sourced food, you’ll want to watch this episode.

A little background: PURIS cultivates a spectrum of pure, plant-based foods and ingredients from U.S.-based organic and non-GMO sources.

Their end-to-end system ensures a wholesome journey from seed to solution. PURIS™ is a family-owned company founded in 1985.

Their plant-based food system benefits every link in the chain of production with practices that nourish soil, the environment, and life on earth.

Why Advertising Agencies Should Watch This Episode:

  • Julie has advice for companies looking to start selling direct-to-consumer via e-commerce platforms.
  • She talks how Puris differentiates itself from the sea of other organic products on the market, and why they won the Fast Company award in 2021 for most innovative food company.
  • And what she learned from her long career at companies like Hershey that she’s been able to apply to her work at Puris.
  • Julie also describes what looks for when she’s shopping for new marketing service help.
  • And the advice Julie would give any agency trying to knock down her door and win his business.

Julie Mann, the Chief Innovation Officer at Puris Foods.

A little bit about Julie:

My first professional and personal passion is plant based eating. I am a catalyst for better human nutrition, better understanding of the impact of shifting to plant based and how we can create a better world.

A close second is my extensive training in innovation and disruptive thinking. I have led several successful teams to breakthrough innovation and fundamental change. My talent is unearthing and championing innovative insights, combined with deep R&D expertise, to deliver the optimal innovation and disruptive products to change our world.

My third, but likely most important passion is empathy, people, communication, and transparency. I build teams that realize they CAN do more TOGETHER.

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You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

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.

Marketer’s Edge Interview With Joe Wood: Operating In An Ultra-Competitive Market

In this episode of Marketer’s Edge, brought to you by our sister company, RSW/AgencySearch, the discussion focuses on the consumer shopping experience and what it’s like operating in an ultra-competitive market.

If your agency pursues retail, grocery, or specialty food, this is worth a watch.

It’s rare as an agency that you get to hear perspective from marketers other than your clients, and so we bring you this series in an effort to help you build your agency’s business development strategy and get a front row seat into the marketer’s mind.

You can also see our video series 3 Takeaways here. It’s our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

Why Advertising Agencies Should Watch This Episode:

  • Joe gives advice to any agency trying to knock down his door and win his business.
  • He talks what it’s like operating in an ultra-competitive market. against major national grocery retail brands.
  • Joe compares the consumer shopping experience now – to the marketplace pre-pandemic.
  • Joe talks what he looks for when shopping for new marketing service help.

Sendik’s is a specialty food market that has been serving the greater Milwaukee community since 1926.

Sendik’s combines quality food products with exceptional customer service. Their goal is to provide the best grocery shopping experience, period. Currently, Sendik’s operates 17 stores throughout Southeastern Wisconsin.

Joe Wood, the Chief Marketing Officer at Sendik’s Food Market in Wisconsin.

A little bit about Joe:

Joe is an innovative Marketing professional with demonstrated success in driving profitable sales in the retail channel.

Success milestones for Joe include increasing market share in competitive trade areas, orchestrating new retail pricing concepts, designing a CRM loyalty platform, and developing revenue-generating advertising and promotional programs.

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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.