Drugi jezik na kojem je dostupan ovaj članak: Bosnian
In a modern marketing agency, New Business is a very important part … equally important as having doors, desks, equipment and people in the agency. I can safely say that New Business is essential. If there’s no new business, there’s no development of the agency. If there’s no development, it’s only a question of time before things start stagnating and, then, begin to plummet and fall.
How does the new business process work?
First, each client is at least one day a part of new business and then continues with successful cooperation with the agency. On the other hand, new business helps certain ideas, generated proactively within the agency, to begin their life.
The essence of the new business is to convince potential clients that you are the right partner for them. To convince them in your expertise, knowledge, ideas, energy, charm and above all commitment.
Clients introduce agencies in their lives in two ways – by agreement or through a pitch process.
The agreement means that at least one of the interested parties has recognized the potential of cooperation and opportunities that lie ahead. Everything that the agency has worked in the past should be available to potential clients, they should be familiar with it, and it is up to the agency to build on its reputation and demonstrate vision and solution to the client’s situation through expertise.
Pitch is something else entirely. Pitch is a place where there is room only for victory. And nothing else. Being a second best is almost the same as being the loser. If not worse. Nothing can push the agency in the right direction so well as winning a pitch. The agency is growing, energy in people is growing, self-confidence is growing, new people come, new ideas, new energy…
In order for the team to be successful on the pitch, certain rules must be followed.
If there is someone who wants to win more than you, they will win. And there’s no doubt about it. If you are not 101% prepared to win, don’t participate at all. It consumes you – in staffing, in time, in energy, and financially – expressed in money, it costs you as one solid used car. I’m not sure it’s wise to crash a used car very often just because.
- When you get a brief, start working on it immediately.
- Communicate with the client during the introduction phases of the pitch. Ask the client everything that is not clear, and a lot of things will be unclear.
- Form a team immediately – the best team.
- If within 48 hours from getting the brief you don’t have the solution in which direction to go – forget about winning.
- Be fierce – towards yourself and the team. Discipline is essential.
- Meet your audience, ie potential client.
- Solve a problem in front of you, but don’t stop there. In order to win, you have to show readiness and commitment to the client and future collaboration.
- Prepare a presentation, but not at the last minute. Practice what you’ll present.
- You go to the pitch PROUD, SMART and PREPARED. All is clear in these 3 words.
- At the presentation, only the best present, but all must be involved.
- Think about the worst or the stupidest thing that the client could ask. Be prepared for it.
- After the presentation, stay in touch with the client.
And finally – it’s never over. It’s not over until you win.