The Art of Prospecting for New Business

The Most Common Agency New Business Strategy: “Lying in the middle of the road and waiting to get run over.”

Why prospecting is an insurance policy for a healthy agency.

Almost all agencies occasionally send out examples of their work or promotional emails explaining how amazing they are to a list of 30-40 prospects.  But when no one responds to hire them, the agency’s conclusion is that “prospecting doesn’t work.”

First of all, communicating is A PART of prospecting, NOT all of it. (And how to communicate effectively is an art that few agencies understand).  The really important part of prospecting is getting face-to-face . . . but not to “sell” (being sold to is why clients don’t want to meet with agencies).

On November 30, join Robb High, Robb High Consulting as he reviews how to effectively create a communications program to lift your agency’s awareness to convert new business prospects.

Prospecting is much more like dating in the real-world sense; getting to know each other so maybe you will get married.

Key takeaways:

  • The proper way to develop a good prospect list fast; how many prospects to include; how to enter new categories
  • How to quickly create an effective communications program to lift your agency awareness; what kind of content works and what doesn’t (Robb will cite specific examples
  • How often to communicate to prospects; whom in a prospect organization should you be communicating with
  • How to “date” prospects; how to get first meetings – what works, what doesn’t; what to do and what not do on a date; how to build a positive relationship.

Who should attend:

Everyone involved in new business development.

About Robb High:

Robb High’s consultancy focuses on helping agencies improve new business performance. He has individually worked with over 300 MarCom firms of all disciplines and has had over 1,100 attendees to his business development seminars.

 

Before starting his consultancy Robb was Global CMO for Y&R Group, and prior to that was COO of Kirshenbaum & Bond.