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5 Secrets of the New Business Pros 
All successful new business pros have 
unlocked special secrets to winning. 
The truth is that there are secrets to 
new business success, and these secrets 
have always been under our noses. 
We just need to give them a good look.
Secret #1: 
Understand 
Chemistry
This is a 
secret skill 
they have 
mastered 
Chemistry is that funny stuff between 
people. New business pros have a 
unique ability to find what we call 
“commonality” with prospects 
The good news is this 
is a learned skill
Secret #2: 
Understand Trust
New business pros understand 
they must build trust FIRST 
Trust is built by matching profiles, establishing 
competency, and sharing intent 
80% of ad agency new business issues can 
be tied directly to failing to build trust
Secret #3: 
Understand Speed
Launch business 
building ideas and 
creative response 
within 48 hours of 
hearing a need 
New Business Pros understand speed 
of response is vital to winning 
Anything slower and urgency is forgotten 
Speed wins
Secret #4: 
Understand 
Outreach
They always have 
many leads in the 
pipeline, constant 
nudging, always 
being nurtured 
New business pros know the secret of 
maintaining a continuous outreach program 
Never just focus on the 
current client issue
Secret #5: 
Understand 
Patience
Pros who master patience have uncovered an 
important secret in new business 
Any successful new 
business effort is the 
result of sustained 
effort over time 
Used to the tempo of client demands, deadlines, 
and changing schedules many try a quick new 
business fix… doomed to fail
Good Chemistry 
High Trust 
Fast Response 
+ 
+ 
+ 
Regular Outreach 
Good Patience 
New Business Wins 
+ 
= 
Simple Secrets 
Outstanding Results
Sanders Consulting Group 
 Operating over 30 years, helping over 
5,000 agencies 
 Known around the world as the leading 
new business consulting firm 
 Working with some of the best managed 
agencies on the globe 
 Selected as the new business training 
provider to the largest agencies in the world 
 We show you how to win, 
not just play the game 
Visit www.sandersconsulting.com 
e-mail: info@sandersconsulting.com 
Call 412.897.9329 
Bob Sanders 
President 
Sanders Consulting Group 
New Directions For Agency Growth
Next time you sit down to plan your next steps in new 
business, review these secrets. If you start to 
implement them you’ll notice your results are 
consistently better than before.

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Secrets of the new business pros

  • 1. 5 Secrets of the New Business Pros All successful new business pros have unlocked special secrets to winning. The truth is that there are secrets to new business success, and these secrets have always been under our noses. We just need to give them a good look.
  • 3. This is a secret skill they have mastered Chemistry is that funny stuff between people. New business pros have a unique ability to find what we call “commonality” with prospects The good news is this is a learned skill
  • 5. New business pros understand they must build trust FIRST Trust is built by matching profiles, establishing competency, and sharing intent 80% of ad agency new business issues can be tied directly to failing to build trust
  • 7. Launch business building ideas and creative response within 48 hours of hearing a need New Business Pros understand speed of response is vital to winning Anything slower and urgency is forgotten Speed wins
  • 9. They always have many leads in the pipeline, constant nudging, always being nurtured New business pros know the secret of maintaining a continuous outreach program Never just focus on the current client issue
  • 11. Pros who master patience have uncovered an important secret in new business Any successful new business effort is the result of sustained effort over time Used to the tempo of client demands, deadlines, and changing schedules many try a quick new business fix… doomed to fail
  • 12. Good Chemistry High Trust Fast Response + + + Regular Outreach Good Patience New Business Wins + = Simple Secrets Outstanding Results
  • 13. Sanders Consulting Group  Operating over 30 years, helping over 5,000 agencies  Known around the world as the leading new business consulting firm  Working with some of the best managed agencies on the globe  Selected as the new business training provider to the largest agencies in the world  We show you how to win, not just play the game Visit www.sandersconsulting.com e-mail: info@sandersconsulting.com Call 412.897.9329 Bob Sanders President Sanders Consulting Group New Directions For Agency Growth
  • 14. Next time you sit down to plan your next steps in new business, review these secrets. If you start to implement them you’ll notice your results are consistently better than before.