logo

A Quick Checklist For New Business Success

How well is your agency prepared for new business this year? Take a look at the following checklist and see how you score.

Do you have a unique story for your agency? Most agency qualifications are similar: you need something special—a brand promise or claim of distinction—to present to prospects.

___ YES ___ NO


Do you have a great, well-maintained agency site that you are proud to refer prospects to? Make sure your prospective clients can research your agency, and that your site contains samples of your best campaigns and projects. Include detailed bios of the principals. Most clients today like to research agencies on their own; does your site speak well for your agency?

___ YES ___ NO


Do you have a list of prime prospects, and not just “suspects”? You should have the names of fifty companies you want to do business with sometime in your life burned in your mind. Try to make two of those prospects come to fruition this year. If you do, you’ll have more success than you can possibly handle.


___ YES ___ NO


Do you have a defined new business pursuit program where you contact some of those prime prospects each and every day?

___ YES ___ NO


Are you really good at learning more about companies, industries and situations through research? Do you leverage research when you call or write to prospects?

___ YES ___ NO


Do you promote your agency by being your own best PR client? It’s important to have third-party validity when calling on prospects. (“Oh, I read that interview you did for Adweek…” or “I saw your video on social,” they should say to you.)


___ YES ___ NO


Can you get a first meeting with a prospect? As important, when you do get that first meeting can you impress them enough to get a second meeting? Good relationships between clients and agencies begin because the agencies impress clients with industry and client knowledge from the first contact.


___ YES ___ NO


Do you have a plateful of services to offer the prospect? Many prospects don't want just advertising, and, in fact, feel that “advertising” doesn't work. What they want are services, ranging from digital/social media marketing and PR, direct marketing, and SEO/SEM, to sales promotion, lead processing, trade show management, customer retention assistance, content marketing, etc.—or you could just do advertising and lose the opportunity.

___ YES ___ NO


Do you have the “guts” to persist at the process for at least one year? Doing daily new business and succeeding means your people need to effectively handle rejection. Most prospects worth talking to receive at least five agency calls a month, probably more. More than just calling, your people need to use different tactics to pull in prospects, from sending appropriate content to sharing competitor information. You must hang in there and be persistent to see the best prospects.


___ YES ___ NO

Award yourself one point for each “yes.” If you scored less than six points, you are not ready to succeed in the new business race.

Comments

0 comments
Please to use this feature.
Comments for website administrator (optional):