The At Least 80% Formula for Ad Agencies to Win More New Business
There are two things every client wants. K.I.S.
We all know that when you Keep It Simple (K.I.S.) - I'll assume no readers are stupid - business success comes easier.
I've been thinking about agency-client surveys. Each tells us what
The Comments of Others
Todd,
You’re right on. Too many of us try to do too much rather than keep to the basic wants and needs. We try to dazzle rather than listen and think in terms of growing our client’s business.This is a good reminder. As an old advertising friend used to say, “it’s not rocket surgery.”
The client doesn’t know how to get more clients or keep the ones they have. Just ask a half dozen of them around any table - start with marketing, ask the sales VP, the CEO… you’ll get a dozen ideas that worked, to some degree, once upon a time in that particular manager’s recollection.
The answer to your rhetorical question, in my opinion, is that we need to go out and discover how to best help our clients acquire and retain their customers - sometimes with testing, always with research and never with “we know what we’re doing” bravado.
How many agencies really do projectable research today? Few, because it pulls the curtain aside and exposes the truth that most fly by the seat of their pants and don’t really focus on tangible business results - just “views,” or “likes.”
We just need to be better stewards of our clients’ best interests - that’s keeping it simple! Thanks -
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You have to remind yourself and the team that new business is fundamentally different from their day jobs. When competing in the marketplace, the quality of the solution matters a great deal. When competing for new business only one thing matters – winning.
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