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
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
