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.

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.

My Ad Agency Did The Work But I Can't Talk About It

What do you do when a client won’t let your ad agency talk about the work you did for them?

Keep watching for 3 ideas to still use that work when you’re prospecting.

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.

The idea for this episode came from an Adweek article titled Brands’ Silence Hurts Agencies. PR Is a Win for Both.

The short version: it talks about brands or companies, not letting an ad agency publicly talk about the work they created for that brand.

Worth a read, but per usual, Adweek tends to focus on larger agencies, so I wanted to focus your takeaways today on small and mid-sized agencies. 

Because it’s an issue for you as well.

Let’s get the obvious point out of the way, and your first takeaway:

Discuss publicizing your work early with your client-or don’t. 

I don’t mean to be flip about this-but you can take one of two paths. 

The first is you bring it to the table early. 

Fair enough, there may need to be some negotiating, as I get into shortly, there are ways to use that work as part of your new business strategy that don’t involve plastering your client’s logo across your site. 

Or there’s the other path: if it’s not mentioned, it’s fair game, but again-in my opinion, you’re taking baby steps at that point, not plastering the logo-more on that.

Now let me point out-I get that this is your new client. 

Your goal is not to make demands or piss them off out of the gate on this subject. 

A lot of small and mid-sized agencies are working with bigger companies, and some of those companies will make it known early that you cannot talk about the work-period.

At that point, and circumstances will dictate, you don’t want to push it any further.

But it’s not necessarily over at that point. 

If there’s not a firm policy, you have some potential leeway-for example, your second takeaway:

Create docs, mini-case studies or one-pagers that are only used in your prospecting as one-on-one communication, that you can share with them.

Or a non-published, password-protected landing page, not something you’re posting on your site or on any public platform.

Again, I’m not advocating you jeopardize your relationship with this client.

If you feel in your gut that this step could bite you, you have to ask yourself if it’s worth it. 

In some cases, it may be.-

For example, I’ve had conversations with agency principals along the lines of, “this is a long-term client that we’d really like to replace”, so you need to at least create something that talks the work only in direct communication.

But even that may make you feel queezy-fair enough. 

Another option, and your third takeaway:

Talk about the work in one-on-one conversations.

If you really can’t, or don’t want to, have anything public-facing, or are too concerned about physical or digital versions being out there, another option is discussing the work in a prospect meeting, in one-on-one conversations.

And maybe you don’t actually mention the brand directly to be safe, but what you did and what the results were.

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 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.

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.

The Ad Agency Sea of Sameness-How To Steer Clear-3 Takeaways, Episode 92

When it comes to positioning and messaging, firms are often stuck in the ad agency sea of sameness, and it’s typically because they’re so busy taking care of clients, they don’t take a step back to survey their peers, and their competition, to see how differentiated they really are (or aren’t).

So in this episode we’re talking 3 building blocks that make up the foundation of your agency new business program, and a visual guide to help you get there.

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.

Biggest business development challenge for you firm, show of hands, who knows it?

It’s the struggle to stand out in a sea of similar firms. to stand out in the ad agency sea of sameness .

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 for ad agencies. 

We’re starting by releasing individual agency new business one-pagers, which you can download below, along with about 12 links, when you click through, to related content we’ve created-it’s the good stuff.

This first one-pager covers building awareness, focusing on three business development building blocks. 

First one is Positioning, and here’s your first takeaway:

Advertising agencies all do the same thing.

If you follow us at RSW, you may have heard me say this, don’t think it’s ever been an actual takeaway. 

But is it true? No.

But it is the way your prospects view your firm, until they don’t-you show them otherwise.

Always remember that.

Sure, agencies do a lot of the same things, but you have to be very clear about what makes your firm different, in terms of the way you help and make your clients successful.

The second building block from our one-pager is case studies

And your second takeaway:

Create a case study template you can easily update. 

That may seem way too basic, but I know many of you watching are about 6 case studies behind because they’re a pain in the ass to create.

And agencies are seemingly always reinventing the wheel with case studies, quite frankly.

You should revisit a couple of times a year, in terms of older case studies, but create a concise template to make it as easy as possible to create new case studies.

The third building block is outreach.

And your last takeaway:

Revisit your process every quarter.

You know, if it ain’t broke and all, but one thing I want you to think about-

What’s your new business mix, how is it coming in?

If it’s 50% organic growth and 40% referrals-neither of those are sustainable in the long run-as I’ve said before, both are necessary, and if that’s working, by all means, run with it, but neither are truly dependable.

One thing we all know about this industry-clients leave, eventually.

You’ve got to mix in some outbound in there.

Download your visual guides here:

Business Development Challenges For Ad Agencies: Building Awareness

Business Development Challenges For Ad Agencies-Targeting The Right Prospects

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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.

Avoid Using Email Blackmail In Your Agency New Business Prospecting

You know what you should never engage in with your agency new business prospecting?

Email blackmail

 Our man behind the camera, Craig, selectively sends me sales emails he gets, and he sent one recently that we had to do an episode on, something you need to avoid when you’re prospecting: email blackmail.

OK, we’ve done a few episodes specifically around real sales emails we’ve gotten, you can check those out here:

3 Real-World Examples Of Email Fails — 3 Takeaways Ep30

Sending Better Follow-Up Emails — 3 Takeaways Ep.61

This is one Craig sent me we’re going to dissect a bit to help your agency new business prospecting, withholding names to protect the innocent, but we couldn’t pass this one up.

Here’s the first line of the email, no greeting at all by the way, just right into it:

I don’t enjoy sending these repeat emails any more than you enjoy receiving them- But we all got a job to do.

Here’s your first takeaway

Don’t alienate your prospect in the first line of your email.

One could argue that it grabs your attention.

I mean, who starts an email with essentially, “I don’t like my job, but then how am I gonna buy my crypto, right?”

Maybe alienate isn’t the best word, but it’s off-putting, I want to delete this email right there, not read any further. 

But we’re going to because here’s the next line:

Until I hear back from you, I’ll keep reaching out because I know our partnership is worth it.

Here’s your second takeaway

Do not engage your prospect in email blackmail.

OK, a bit of an extreme description, but essentially, this salesperson is forcing the prospect’s hand too early.

Like the first line, you could argue that at least you’ll know if that prospect is interested or not.

Maybe, but you’re telling me you believe our partnership, which doesn’t exist yet, is worth it, yet, you’ve given me no reason to believe that.

And you’re relying on your previous emails being memorable and not being deleted.

Here’s a bonus takeaway:

Never assume your prospect remembers your previous emails.

Unless they’ve responded of course, I believe your emails should stand on their own. 

OK, here’s, essentially, the rest of the email, she gives her name and the company she works for, and then says:

One way to help each other (and stop all the emails) is to hop on a quick call and let me show you. . . .

I think she’s hoping for Stockholm syndrome to set in with me? 

Here’s your third takeaway-

Coercion is not a viable prospecting tactic.

Yes, there are prospecting tactics that work, where you can reasonably apply a little guilt, some negative reinforcement, but if you’re coming across as a mob boss-is that really the impression you want your prospects to have? 

Because that’s the impression I get with this email. 

How Often Should You Post On LinkedIn-A Challenge

How often should you post on LinkedIn to help you drive more new business?

We’re going to discuss that through the lens of a LinkedIn challenge, that I, for some reason, took part in.

All right, we’re all aware at this point that LinkedIn can be a really powerful tool for you and your advertising agency in terms of prospecting for new business. 

I would never profess to be a LinkedIn expert, however, the reason you’re going to want to watch this video is twofold: one, I’ve had prospecting success bringing ad agencies on board at RSW, specifically through posted content on LinkedIn, so I can speak from that standpoint, but more interestingly, I recently took part in a LinkedIn challenge.

And I’ve got some knowledge to help you specifically think about how often you should post on LinkedIn.

Let’s set the stage and jump right into your first takeaway:

It’s generally recommended that you post once a day to be effective on LinkedIn.

If you Google a version of the phrase “how often to post on LinkedIn”, as you might imagine you will go down a freaking rabbit hole.

Anywhere from once a month to 5 times a day.

But generally, what you will glean from reading many, many posts, is that once a day is what you should shoot for.

In a post on social media frequency, Hootsuite said this:

LinkedIn itself has seen brands that post once a month gain followers six times faster than those who keep a lower profile. That pattern continues with more frequent posting: companies that post weekly see twice the engagement, while brands that post daily gain even more traction.

  So I mentioned a challenge.

Jason Ellinger is the co-founder of Beard and Bowler, a full-service commercial filmmaking company in New Jersey, and he mentioned in a post he had spoken with a LinkedIn influencer who said if you really want to be effective on LinkedIn, you should post six times a day.

So I responded, commenting that seemed like a lot for LinkedIn. And Jason responded, hey, why don’t we throw out a challenge, and do that for a week, see what it gets us. 

He suggested two or three posts a day. And then, Dan Enrico, director of strategy at DSM, a full-service agency in Jersey as well, comments back, let’s do six a day (I think that was Dan) and then Darren Magarro, who is the founder of DSM jumps in, so the four of us decide alright-one week, six posts a day on LinkedIn, see where that gets us.

Well, I had it in my head we were just doing a business week, so for that 5 day stretch I did post 6 times a day. 

And apart from one personal post, it was all business development driven, for ad agencies.

How did posting on LinkedIn six times a day work out?

My profile views went down.

Yep.

Having said that, the views on my articles and posts did go up, in some cases substantially.

But again, hard to attribute that to the extra posts per day, because the week before, I started a LinkedIn newsletter

That gave me a boost in the two and three hundreds of views on my articles.  So after it’s said and done, I’ll give you your second takeaway:

Ignore the experts

I’m not saying all the time. There’s a reason they’re called experts, and if 6 times a day or more is working for that influencer, or anyone, more power to them.

However, I can tell you from my own experience, six posts a day didn’t get me any more views, comments or likes than when I posted twice a day, and in fact maybe hurt me more than it helped that week, at least in terms of profile views.

Unless you are a LinkedIn influencer, it’s going to be very difficult, even with the bank of content we have at RSW, to post six times a day and get your work done.

What I ultimately learned, and it’s your third takeaway:

The number of posts per day on LinkedIn matters less than the quality of what you post

Now, I’m glad I joined in on this challenge though, as it’s had a long tail. 

Two and three weeks after, I’m still getting views, likes and comments on posts during the challenge.

So, it’s like your agency new business strategy, and something I talk about a lot. 

You have to take baby steps. 

Start with what you can initially manage, but you have to start. And then increase your activity as you get into a rhythm. 

Alright, thanks to Jason, Dan and Darren, you can and you should follow them on LinkedIn, if you’re looking for some examples of what to post, and they’re just good people all around.

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

Why Your Mindset May Be Causing You To Miss Out On Amazing Clients – 3 Takeaways Ep. 83

For this episode of 3 takeaways, we get into a particular mindset that we’re seeing more ad agency principals embrace when it comes to new business, and it could actually be costing them business, potentially amazing clients, in the long run.

Let’s do it. 

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.

Don’t forget to give us a like if you’re digging our content, we really appreciate it.

If there’s a place you want to be as an agency, it’s being able to walk away from work when it’s not the right fit.

During the pandemic, and certainly before, there are times when you take work, but in your gut, you know this client really is not a great fit-but you have to do it, given a current situation or circumstances.

Having said that, we’re seeing a trend, that’s not necessarily brand new, but seems to be popping up more lately.

It’s the all-or-nothing mentality some advertising agencies have when it comes to work.

All or Nothing

Specifically, that unless they’re getting all the work, they don’t just want a piece-all or nothing.

To be fair, there are those situations where financially, it truly does not make sense to take that project-you’re going to work just as hard on the smaller stuff as you do on bigger projects, and you know it’s a one-off for example.

Fair enough.

But as of late, I’m hearing more examples of agencies not taking work where there is a chance to land and expand, and it has the potential to be a solid client, but they turn it down.

Why? 

Well those are your three takeaways, and I’m going to phrase them by starting with 3 don’ts.

Here’s you first:

Don’t turn down that project because you’re flush with clients now.

Look, there are a lot of ad agencies who’ve had the best couple of years ever during the pandemic.

And I know hiring is tough right now, especially for AE positions, but one thing you can absolutely count on in our industry is change.

There’s a lot of organic growth happening right now, for example, but that will even out.

You have to make sure you can service your clients, of course, but make sure that’s the reason. 

Because any of those clients could disappear tomorrow.

Here’s your second takeaway:

Don’t hold on to that AOR mentality.

While I think it’s changed in the last decade, there are still agency principals who feel their client relationships should all be AOR relationships.

And it has nothing to do with the nature of their services, they just think it should be that way.

You need to change that thinking, and be open to at least considering project opportunities.

And your final takeaway:

Don’t let your pride get in the way.

It’s the age-old story, right?

Why are we only getting a piece of this, when we know we’re better than the other firm that has a bigger piece of the pie?

All things being equal-if it makes sense to take it, you should want to take that piece of business and show your client what you can do-kick that other’s firm ass.

Much more rewarding.

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

3 Tips For Meaningful Follow-Up To Secure The Second Meeting – 3 Takeaways Ep. 82

We left you last episode saying we would lay out three ways to follow up after a first meeting to secure the second meeting-ways that will help you feel comfortable and confident as you do it.

Here we go. 

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. 

First, this is part 2 of a two-part episode, so go watch episode 81 first and come on back. 

OK, we got into three eye-opening stats on the critical nature oprospect follow-up and how often it’s not done well after a first prospect meeting.

And agencies have trouble in several ways with follow-up, even after the first meeting, where, by all accounts, you essentially have permission to follow up if it went well.  

Reasons they don’t follow up-

1) Clients get in the way-that’s a terrible reason,

and I say it tounge-in-cheek, but it’s true, the don’t make the time,

2They give up too easily

-we saw the stat that marketers think agencies don’t follow up enough, and the third, and in my mind the most legitimate-

3) They don’t know what to follow up with, especially after the first follow up. 

Which is typically some form of-hey, just checking in. How you guys doing?  

And then if there is another follow-up, it’s more meaningless check-ins.

So, how do you go about it in a meaningful way?  

You show them what it’s going to be like to work with you, before you even start. 

Your first takeaway:

Remind them why they took the first meeting with you.

 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 with you. 

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 original motivation for having that first meeting.

Your second takeaway:

Provide information and/or insights on something you discussed in the first meeting. 

After that first meeting, you should have some sense of the prospect’s pain-points.

As you prepare to follow-up, find a way to offer valuable perspective around something you learned in that first meeting.

Relevant client experience, a piece of content you’ve written, or even a 3rd party news item or a trend relevant to your initial discussion.

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

Now your last takeaway must be kept as a last resort-if you’ve reached out meaningfully in multiple follow-ups and they are just not getting back to you.

It’s the last email follow-up you will send, so make sure you’ve been patient.

If that’s the scenario, you employ the third takeaway-

You go for the nuclear option: guilt. 

It’s a powerful tool, and I’m only half-kidding. 

If your prospect is really ghosting you, you don’t want to waste your time or theirs. 

Some of you watching may have done this, but I’ve seen it used incorrectly and wasted.

You appeal to them, and be direct, and I’ve done this-

Hi Cheryl, I want to make sure I stick with you if it makes sense, but I also don’t want to turn into that sales guy and pester you.  I’ll plan on staying with you for now, but please let me know if the timing doesn’t work, I completely understand.

Most prospects will answer at that point, and it may not be the news you want, but at least you can move on. 

I will tell you, in my experience, it’s usually not a no at that point-they’re just busy. 

But I mention I’ve seen this done incorrectly.

You only use the nuclear option if you’ve had a first meeting, or really, most effectively, after a proposal and now they’re not getting g back to you

I’ve seen salespeople do this after a 3rd email, they haven’t even talked to me at all.

There’s been no connection, but they’re apologizing and saying well, I guess you’re not interested, or I’ve never gotten through to you, so I guess I’ll move on. 

I’m sure you’ve received those emails-it’s a terrible sales technique

There’s no connection with me yet, so you just come from a place of weakness at that point. 

So don’t be afraid of the follow-up, especially after that first meeting. 

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

3 Important Stats You Need To Know About Prospect Follow Up  – 3 Takeaways Ep. 81

Sure you know following up after a first prospect meeting is critical, but the three stats in this episode are going to wake you up to just how critical prospect follow-up really is.

Two of the biggest business development challenges for advertising agencies and PR firms-first is breaking through effectively to your prospects.  

Absolutely one of the hardest things to do and full respect for how tough it really is. 

The second is what we’re going to talk about over two episodes and it’s the process of following up, after the first meeting. 

An important distinction here and I want to make sure it’s clear-there’s your follow-up after your first reach-out, and then the number of touches it takes to get your first prospect meeting, to break through, which on average is about six touches.

But we’re going to talk about follow-up after your first meeting with your prospect.

Follow-up after your first meeting with your prospect.

We’ve got stats for you-and if you’re an agency leader-soak these in, and more importantly, share these with your new business person or team-these are really important. 

Your first takeaway:

53% of marketers say that agencies are not sufficiently aggressive in following up after a meeting.

That’s a stat from one of our survey reports.

I get it-you don’t want to jump all over them after a first meeting, but man, when it’s a really good first meeting, you’re excited, you want to get going. 

Two things you should have done in that first meeting, and two bonus takeaways here:

one-Diplomatically asked about their timeline and two, ask for the second meeting.

Here’s an example, and a version of what I will typically say: This has been great, and really appreciate everyone’s time.  In terms of follow-up, I want to make sure I’m respectful of your timeline, what makes sense in terms of follow up?”

And depending on their answer, try and get that second meeting set. 

But I know, that’s easier said than done, and every situation will be different. 

You just may not be able to get that next meeting set, which is why-follow up is so important.

So here’s your next takeaway-more stats!:

80% of all sales involve at least 5 follow-ups after the first meeting.

But-your third takeaway brings the harsh reality:

44% of sales professionals give up after just one attempt.

This-drives me to distraction.

You worked so hard to get the first meeting-you had the first meeting and it went well. 

You essentially have permission to follow up.

And what typically happens-you follow up once, and your prospect doesn’t respond as quickly as you would like. 

Do not take this personally.

Lack of response does not mean lack of interest. 

I’ll give you some homework-watch episode 58, it will help you if you’re stuck.

Now sometimes they are legitimately ghosting you-it happens, right, but too many times, they’re just busy. Doesn’t mean it’s not rude, but there it is.  So I hope these stats lay out, as boldly as possible, why you’ve got to stick with it.  In our next episode, episode 81-I’ll lay out several ways to follow up, that will help you feel comfortable and confident as you do it. Thanks for watching 3 Takeaways-lots of new business content our site at rswus.com, just hit the resources drop down.