Nb 22 Rules1

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Fairly or not, agencies are judged by their new business success. This summarizes how agencies optimize their chances, based on my 30 years experience in agency management.

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Nb 22 Rules1

  1. 1. 22 Rules Of Winning Lots Of New Business* *And Growing Profitably
  2. 2. Rule 1: Don’t Lose Accounts <ul><li>Keep </li></ul><ul><li>What </li></ul><ul><li>You </li></ul><ul><li>Have </li></ul>
  3. 3. Rule 2: Only Pitch The Right Ones <ul><li>Just </li></ul><ul><li>Say </li></ul><ul><li>No </li></ul>
  4. 4. Rule 3: The Most Important Reason For Winning <ul><li>CONFIDENCE </li></ul>
  5. 5. Rule 4: What Clients Look For <ul><li>PASSION </li></ul>
  6. 6. Rule 5: Who To Put On The Team <ul><li>People </li></ul><ul><li>Who Get </li></ul><ul><li>Along </li></ul>
  7. 7. Rule 6: Who To Keep Out <ul><li>Anybody Who </li></ul><ul><li>Disrupts The </li></ul><ul><li>Team* </li></ul><ul><li>*Even If They Are Terrifically Brilliant </li></ul>
  8. 8. Rule 7: Pitch Team Or Real Team? <ul><li>Real Team. </li></ul><ul><li>Always. </li></ul>
  9. 9. Rule 8: The Selection Process Is Relative <ul><li>Plan </li></ul><ul><li>To </li></ul><ul><li>Win </li></ul>
  10. 10. Rule 9: “Right And Wrong” Are Different In New Business <ul><li>“ The Consumer” </li></ul><ul><li>Is </li></ul><ul><li>The Client </li></ul>
  11. 11. Rule 10: The Most Decisive Person Should Have Total Power <ul><li>Dictatorship </li></ul><ul><li>Rules </li></ul>
  12. 12. Rule 11: The War Room <ul><li>Make </li></ul><ul><li>It </li></ul><ul><li>Real </li></ul>
  13. 13. Rule 12: Backloading <ul><li>Skew Spending </li></ul><ul><li>And Impressions </li></ul><ul><li>Closer </li></ul><ul><li>To The Pitch </li></ul>
  14. 14. Rule 13: K.I.S.S. <ul><li>Simple Strategies </li></ul><ul><li>Always Beat </li></ul><ul><li>Complex </li></ul><ul><li>Strategies </li></ul>
  15. 15. Rule 14: Charisma <ul><li>Be </li></ul><ul><li>Memorable </li></ul>
  16. 16. Rule 15: Monotheism <ul><li>Don’t Show </li></ul><ul><li>Too </li></ul><ul><li>Much Work </li></ul>
  17. 17. Rule 16: Lucidity <ul><li>Sync </li></ul><ul><li>Strategy </li></ul><ul><li>And </li></ul><ul><li>Creative </li></ul>
  18. 18. Rule 17: The 100 Days Plan <ul><li>Demonstrate </li></ul><ul><li>That You Have </li></ul><ul><li>The Resources </li></ul><ul><li>And Foresight </li></ul>
  19. 19. Rule 18: Transform Losses <ul><li>Every </li></ul><ul><li>Loss </li></ul><ul><li>Is </li></ul><ul><li>A Contact </li></ul>
  20. 20. Rule 19: Win Before You Pitch <ul><li>There Is </li></ul><ul><li>Always A </li></ul><ul><li>Favorite. </li></ul>
  21. 21. Rule 20: 360 Degrees <ul><li>Address </li></ul><ul><li>How Work </li></ul><ul><li>Will Be Adapted </li></ul><ul><li>For All Audiences* </li></ul><ul><li>*shareholders, press, employees, communities, etc </li></ul>
  22. 22. Rule 21: Vanity <ul><li>Don’t Talk </li></ul><ul><li>About </li></ul><ul><li>Yourself. </li></ul>
  23. 23. Rule 22: Humility <ul><li>Credit </li></ul><ul><li>Your </li></ul><ul><li>Clients </li></ul>

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