Appointing an agency could be seen as a choice for the client. But agencies can have just as much say in the matter as their clients-to-be. But choice doesn’t appear by magic. It has to be worked on and created into being. Chris Lumsden, Partner at brand consultancy, Good talked me through how they do
I read an interesting piece this week by James Gordon-Mackintosh in PR Week sharing his experience of being ghosted by prospective clients. If you’re not familiar with the term it refers to a situation following a pitch (in this case it was an agency pitching for a project but it could apply to any situation
When it comes to marketing themselves to clients or the wider world, agencies are not as good at selling themselves as they are at producing the work for their clients. But they can be. By seeing their creative output as the surface and spending more time on what’s beneath, agencies can become as good at
What experience makes a client choose you? I asked a number of clients about how the agencies looking to work with them approach relationship building. If you’ve ever asked yourself, ‘How can I win work?’ the answer could be in the areas below. Demystify: The general view here was that design was complex enough. It
Leading a business is challenging and will continue to be so in 2018. However, there is a way to make it more fun. And that is by making money. Before you stop reading, let me be clear. It’s not making money itself that’s fun. What makes it fun is how you go about it. And
How do you persuade a client to reject you as their agency? Is it difficult and how good are you at it? I spoke with a number of clients about what they look for and what turns them off. If you’ve ever wondered how to lose a pitch, the answers could be below. Mystification: Agencies
Top tips no 2: Finding your sales mindset So you want to win some new clients. Where do you start when it comes to selling your expertise? There are shelves and shelves of books, containing the ‘secret to great sales’. But really, there isn’t one. The truth is that what’s likely to be most effective
I’ve always sought out books that have offered a take on sales and selling that is human centered. That accept that we are people first and foremost and then create a way to think and act that helps to encourage useful communication and relationship building. For me these titles offer much. They explore the skills
Mark Twain said “It’s not what I don’t know that gets me into trouble. It’s what I know for sure that just ain’t so”. This speaks to the power of our assumptions. Often, a useful short-hand, they can equally stop us from growing and getting what we want. In my work with design professionals on
Does selling seem like a no-go area for you? What if it weren’t? What if you could become more comfortable with selling? This is what happened for Elana Huthnance, Client Manager for Engineers Australia. Elana changed her thinking around sales and has achieved great things by doing so. She kindly agreed to share her experience