What's Working at Small to Mid-size Ad Agencies (Home)

One of the primary success factors relating to new business in 2012 will be selling with “insight.”  You see, most quality prospects out there just don’t care about you or your agency.  They may be already engaged with another agency, or they may not be confident that your agency is qualified to help them. Whatever their reasons may be, the hard fact is they don’t want to engage.

To combat this, smart agencies have historically worked to gain insights about prospects to be used in quest of a meeting, developing a proposal and of course, serving the account.  Agencies use these insights to open a dialog, in the hopes of making a connection and progressing on to landing a job or account.

Now what we are hearing is that smart agencies are following all of their best prospects on Facebook, company blogs, Twitter, etc.  This practice is yielding those relational “nuggets” needed to start a trust-based relationship.

Of course, following prospects is just the beginning. When the agency finds something of interest, their job is to go deeper, get some more insights, then make the call and begin to share these valuable insights with the prospect.

Is this worth a try?  It’s tough enough to get some interest started.  Try following and selling with insights.