This presentation discusses how Leflein Associates, a woman-owned business based in New Jersey, has succeeded in winning contracts from large US corporations year after year. It identifies six keys to growing great corporate relationships: luck, persistence, quality, customer service, staying relevant, and networking. The document provides examples and advice related to each of these six keys.

1. For nearly 20 years, Leflein has
conducted market research for
the largest US corporations and
their brands. This is a
presentation about how a single
NJ based WBE has succeeded
to win contracts year after year.
SIX KEYS FOR
GROWING GREAT
CORPORATE
RELATIONSHIPS
Leflein Associates, Inc. | 1093 Greenwood Lake Turnpike, Ringwood, NJ 07456 | www.leflein.com | 973-728-8877 | bleflein@leflein.com

2. Leflein At A Glance
Quantitative
– Survey Design
– Mail
– Online
– Mall
– Telephone
– Intercepts
– Panels
– Multivariate
Analysis and
Modeling
Qualitative (online & offline)
– Focus Groups
– Elite Interviews
– One-on-Ones
– Creative
Development
– Ethnographies
• 100% (WBENC Certified) Woman Owned Business
– Established 1994
• Bridges research and consulting best practices
• Full slate of research techniques are at our
disposal
• Bringing the best and most cost efficient solution
for your needs
Core Competencies
Branding
New Product Ideation
Concept Testing
Audience Profiling and Segmentation
Sales Research
Advertising Testing
Promotion Testing
Sponsorship Effectiveness
Website testing
2

3. Preferred Vendor Process Example
Pitney Bowes is looking for Marketing
Services suppliers with capabilities in
the following categories:
• Advertising Agency
• Media Buying and Planning
• Creative Agency (including
proofreading, copywriting)
• Production (creative development,
video, radio, print)
• Online Marketing (including social
media and networking)
• List Services
• Market Research
• Trade Show
• Public Relations
• Events Planning
Master Services Agreement
• NDA
• Added as additional insurer to our
liability policy
• Certificate of Compliance
Marketing Services RFI
• Capabilities
• Agency Pricing
• Targeted Research Questions
BENEFITS:
 OPPORTUNITY TO BECOME A TRUE STRATEGIC
PARTNER
 WITH ACTIVE INVOLVEMENT THERE’S TANGIBLE
VALUE TO BOTTOM AND TOP LINES

5. LUCK
"The first rule of luck in business is that you should
persevere in doing the right thing. Opportunities will
come your way if you do."
Ronald Cohen
“Luck is a dividend of sweat. The more you sweat, the
luckier you get.”
Ray Kroc
“I feel that luck is preparation meeting opportunity.”
Oprah Winfrey
1

6. PERSISTENCE
• “Show business is worse than dog-eat-dog, it’s
dog-doesn’t-return-other-dog’s-phone-calls.”
Woody Allen
2

7. • But there’s a fine line to
persistence!
• SOLUTION: Experiment with
a variety of touch points.

8. “WHEN YOU WORK SO HARD TO
ACQUIRE A CUSTOMER, YOU
WANT TO KEEP THEM.”

9. QUALITY
Grow your relationship by delivering a quality
product. Each and every time.
3

10. What does quality look like?

11. Standards
1. Set client expectations in the
Statement Of Work.
2. Establish quality control
metrics for each stage of the
process.
3. Provide progress reports to
clients weekly.
4. Alert clients to any
unexpected changes to the
project specifications.
5. Review deliverables with
clients and gauge client
satisfaction.
6. Identify opportunities for
improvement and new
learning.

12. Sub-contractors must perform
according to our quality specifications

13. CUSTOMER SERVICE
• Our goal is to exceed client expectations on
each and every project.
Responsiveness
On time
On budget
Flexibility
4

14. You did a study for
us 4 years ago? I
know it’s here
somewhere.

15. Understand CLIENT needs
• Be proactive
• Offer solutions
• Be prepared to change requirements or
direction mid-stream

16. Expect to negotiate

17. STAYING RELEVANT
5
Economic
Pressures
• Corporations are
being squeezed
• Regulatory
changes
• Focus on
minimizing risk
Changing Market
Conditions
• New
technologies
• Global
competition

18. Challenge is opportunity

19. How do you differentiate yourself?
Bruce K. Rosenblum
Executive Vice President, Media Research and Insights
Warner Bros.
I came to know Barbara Leflein and her team through word of
mouth. When we are looking to do research on a program and we
want to incorporate a new innovative cutting edge type of
methodology it’s not uncommon for us to call some of our
colleagues in the industry at the cable networks, broadcast
networks and local stations just to see what they are doing and if
they have any thoughts on what’s new. Consistently the ideation
session or the creative brainstorm session that Barbara and her
team have done came up over and over.
It can be applied anywhere. I think any company that has a business
challenge or wants to get a deeper insight into what they are all about
can use this.
http://www.youtube.com/watch?v=ACytHDnavu8&feature=c4-
overview-vl&list=PLQrcV_NN_8pcjGR0incQXWn77eo9jZ_NQ

20. A new service
is launched
www.agencyforaday.com

21. NETWORKING
Every chance you get
• With other suppliers up and down the food chain
• WBENC Events, WPO
• At client events, or events where clients will be
• Your industry trade shows
• Online through social media
6

22. In Conclusion
Luck Persistence
Quality
Customer
Service
Staying
Relevant
Networking
1 2
3 4
5 6

23. THANK YOU
Leflein Associates, Inc. | 1093 Greenwood Lake Turnpike, Ringwood, NJ 07456 | Ph: 973-728-8877
BLeflein@leflein.com
www.leflein.com
www.agencyforaday.com www.thetrendingmachine.com
Leflein Associates, Inc.
https://www.facebook.com/pages/Leflein-Associates-
Inc/134798753256784
Barbara Leflein
https://www.facebook.com/bobbie.leflein
@LefleinInsights
https://twitter.com/LefleinInsights
Leflein Associates Market
Research
http://www.linkedin.com/company/3228561?trk=NUS_CMPY_FO
L-pdctd
Barbara Leflein
http://www.linkedin.com/profile/view?id=41661274&authTyp
e=name&authToken=2SF6&trk=miniprofile-primary-view-
button