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BOLO 2013 3P Track: New Business

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From BOLO 2013 3P Track presentation by Robb High. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: …

From BOLO 2013 3P Track presentation by Robb High. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: www.boloconference.com

Published in: Marketing

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  • 1. New Business 7/30/2014 Robb High Consulting
  • 2. 10 New Business Mistakes Agencies Make Rule #1 in the agency business. All of your current clients will fire you. 7/30/2014 Robb High Consulting
  • 3. New Business Mistakes 7/30/2014 Robb High Consulting
  • 4. 10 New Business Mistakes Agencies Make Believing that the “best idea wins.” Reality: new business briefs are just “drills.” How clients really choose: “I like you and trust you.” It’s a job interview for an agency team. 7/30/2014 Robb High Consulting
  • 5. 10 New Business Mistakes Agencies Make It’s the people, stupid. Casting is 90% of winning. Only the best actors go “on stage.” 7/30/2014 Robb High Consulting
  • 6. 10 New Business Mistakes Agencies Make Presenting too much stuff. You’re never measured by the quantity of stuff you present. False premise: Best idea wins. But which one is best? Solution: bring LOTS. Pushes presentation into overtime. 7/30/2014 Robb High Consulting
  • 7. 10 New Business Mistakes Agencies Make Believing that prospects know you exist. Most agencies have zero awareness. People don’t invite strangers to dinner. 7/30/2014 Robb High Consulting
  • 8. 10 New Business Mistakes Agencies Make Not having any communications program. 85% have none. Default new business strategy: “Laying in the middle of the road and waiting to get run over.” 7/30/2014 Robb High Consulting
  • 9. 10 New Business Mistakes Agencies Make Sending promotional communications. They don’t resonate. You need interesting communications. 7/30/2014 Robb High Consulting
  • 10. 10 New Business Mistakes Agencies Make Selling too hard. Professional services are bought, not sold. 7/30/2014 Robb High Consulting
  • 11. 10 New Business Mistakes Agencies Make Scaring the client with your great ideas. They care about their careers, not the company. 7/30/2014 Robb High Consulting
  • 12. 10 New Business Mistakes Agencies Make How clients decide. They talk about the people, not your content. They focus on consensus, not debate. They start by eliminating. All it takes is one person saying “anyone but them” and you’re out. 7/30/2014 Robb High Consulting
  • 13. 10 New Business Mistakes Agencies Make Misusing PowerPoint. New business pitches are theater. Not a lot of PowerPoint is used on Broadway. Trap: you need to read every word shown. 7/30/2014 Robb High Consulting
  • 14. 10 New Business Mistakes Agencies Make •The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. •The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. •The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. •The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. The quick red fox jumped over the lazy brown dog. Now is the time for all good men to come to the aid of the party. 7/30/2014 Robb High Consulting
  • 15. 10 New Business Mistakes Agencies Make Not more than 8 words on the screen. Maintain audio-visual synching. 7/30/2014 Robb High Consulting
  • 16. 10 New Business Mistakes Agencies Make It’s the people, stupid. 7/30/2014 Robb High Consulting
  • 17. 10 New Business Mistakes Agencies Make You are the “body copy.” 7/30/2014 Robb High Consulting
  • 18. 10 New Business Mistakes Agencies Make Focusing on the content too much. The pitch brief is a drill. It’s more about how you say things than what you say. We remember the actors, not their lines. Work as hard on the performance as you do on the content. 7/30/2014 Robb High Consulting
  • 19. 10 New Business Mistakes Agencies Make New business pitches are job interviews. 7/30/2014 Robb High Consulting