The world, and the way people buy, has changed and relationships are more key than ever to developing new business. Mark Young, MD of Retriever New Business will discuss the application of balancing emotional and rational thinking in new business development.

1. Wise Mind in New Business
Hello Bristol Media!

2. Mark Young
Managing Director
20 years at the coalface teaches you a lot about what
works and what doesn’t.
Opportunity through adversity – don’t panic!
The truth is, people still buy people.
retrieversp

3. EMOTIONAL
RATIONAL
ACME wise mind
NB
How do
you cut
through?
A simple philosophy
A human approach

4. NEW B
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S II N
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The wise
approach
to new
business
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BUSINESS
BUSINESS

5. • NEW B
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SINE S
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Develop and be in love with your
proposition
Forget USPs – just tell the truth
Make sure what you offer is easy to
understand
N
The right story...
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6. • NEW B
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Think about your language
Balance personality and commercial
edge
Always use plain English
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Well told…
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7. • NEW B
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What makes the perfect new
business person?
The difference between telephone
heroes and the rest
So many tasks – so few people and
so little time
All new business tasks are a talent –
not a function
N
By the right
people…
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8. • NEW B
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Everything starts with a great
database
Find the right data
Clean that data until it squeaks
Be rigorous about who you target
Discern between sniper and
broadcast activity
N
To the right
audience…
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9. • NEW B
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You’re only as good as your last
piece of work
Make your case studies sing
Don’t be scared of testimonials –
they’re cool again
Make sure your agency brand is
consistent across all media
Links are better than PDFs (at the
moment)
N
With the right
proof…
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10. • NEW B
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Make chemistry meetings count
Be prepared and know your
prospect’s business as well as you
can
Go the extra mile
Take the right people to the
meeting and especially to a pitch
Nurture prospects carefully to avoid
competitive pitches
N
To close
opportunities
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11. • NEW B
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Ensure your account handling staff
are commercial
Don’t be afraid to ask the tricky
questions – you never know, the
answer might just be yes!
Encourage your clients to talk about
you
Ask your clients how you’re doing
N
Retain, grow,
refer…
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12. 10
TOP
TIPS
1.Get your story straight, be clear about
5.Don’t try to target too many
companies at once. Go fewer but deeper
and get an answer from everyone.
6.Make sure you nurture prospects in
what you do and don’t over-promise.
your pipeline with information they’ll find
useful and enjoyable.
2.Remember how many agencies are
7.Make sure your website is
out there. Avoid blending at all costs but
avoid tacky agency-speak or USPs that
don’t stack up.
3.If you are recruiting an internal new
biz person be clear about what you
want them to be brilliant at. Calling?
Meetings? Strategy? It’s hard to find a
master of all.
4.Be crystal clear about whom you
want to target and why, then spend lots
of time building a great database.
uncomplicated, simple to use and full of
client case studies.
8.Make your credentials short, snappy
and visually stimulating.
9.Be natural, non-salesy and easy to buy
from. Remember – people buy people so
always think about relationships.
10.See your clients as equals and build
relationships that are open, challenging
and fun.
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13. Thanks for listening.
Any questions?

14. retrievernb