9 Steps to Close 60% of Your Ad Agency’s First Meetings
Case Study: Cinquino & Co.
Was your agency able to win new business from 71% of your first meetings in 2008? How about 60% in 2009? That's what one small agency in New Jersey accomplished after being on the brink of
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Timo,
You can tell that I think so, too. Let me know if it works for you!
Todd
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If you accept the fact there are more than 30,000 advertising agencies in the US alone, then it is imperative that each client reduce the size of that list substantially in order to create the smaller, more manageable invitational list. If such “cuts” were to be attempted based on services desired (such as account management, creative, media buying, direct marketing, etc.), little reduction would be seen in the original list of 30,000 until the collection of desired services had grown considerably. When clients are asked to identify some of the most critical agency attributes, previous experience in category is generally high on everyone’s list. Meaning, clients want to speak with and consider advertising agencies that have previous or existing experience in their business category. With tremendous pressures to see sales activity almost immediately, few clients are willing to take the time, or make the investment, to allow the new advertising agency to become educated on their nickel.
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I really like these 9 steps you put in this post. All of the steps are pretty effective and useful too. But among of them last three ideas are impressed me most. Thanks Todd for this lovely allocation.
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People who work in advertising are often asked how to get into the business. The answer is fairly simple: develop an understanding of the job, make connections within the industry, and demonstrate to those connections that you’re the person to hire.
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Some excellent ideas here I don’t have a news blog as such but there are some great tips that I plan to use.
The key is that you identify their pain points quickly, and then move on to the next question. You want to get just enough information to be able to connect the dots. This will enable you to do your research on the prospect’s competitors, distributors, and the brand itself prior to the first meeting.
I was so undecided about this until I read your article. Persuasion must be one of your gifts, as you have presented a convincing alternative to anything I have read.
You want to get just enough information to be able to connect the dots. This will enable you to do your research on the prospect’s competitors, distributors, and the brand itself prior to the first meeting.
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Best,
Timo Jäppinen