There’s a ton of new business how-to books out there. What follows are a few of my favorites that contain many ideas on how agencies and other professional service firms can get more new business.
You will see these titles skew towards the agency business. But there are some others, too, that are written from a broader, professional services perspective. And what’s great about these is that there are techniques discussed that are not often seen in the agency business. (Read: new tricks that can help you win.)
If you’ve read or have heard of a book that should be added to the list, please share!
Some newer books:
New Business Lessons from Madison Avenue. By Cleve Langton, 2008, JMC Publishing, ISBN: 978-0-9656410-2-9
Rainmaking: Attract New Clients No Matter What Your Field (second edition). By Ford Harding, 2008, Adams Business, ISBN 13: 978-1-59869-588-5
Rainmaking: The Professional’s Guide to Attracting New Clients. By Ford Harding, 1994, Adams Media Corporation, ISBN: 1-55850-420-6
Life’s a Pitch: Then You Buy. By Don Peppers, 1995, Doubleday Publishing, ISBN: 0-385-47403-2
More New Business For Ad Agencies. By Edward Buxton and Sue Fulton, 1991, Executive Media Corporation, ISBN: 0-917168-13-5
A Guide To Getting New Business Leads. By David Lockett, 1980, Crain Books, ISBN: 0-87251-062-X
The Rainmaker’s Toolkit: Power Strategies for Finding, Keeping and Growing Profitable Clients. By Harry Mills, 2004, Amacom, ISBN: 0-8144-7216-8
Just read a story in Ad Age about “Confessions of an Advertising Man” being used for new business. Note “for” new business as opposed to “about” new business. Sadly, yours truly can’t find his copy to see how much new business talk is in this book. Note to self: write post listing general agency books.
You must read or re-read “Confessions…” for new business. Tons of stuff there about ad agency new business. Also consider Jerry Della Femina’s book, “From Those Wonderful Folks Who Brought You Pearl Harbor.”
Three new business books that are on the top of the must-read stack:
The Art of the Pitch. By Peter Coughter. 2012. ISBN: 978-0-230-12051-8.
The Win Without Pitching Manifesto. By Blair Enns. 2010. ISBN-13: 978-1-60544-004-0.
Take A Stand For Your Brand. Building a great agency brand from the inside out. By Tim Williams. 2005. ISBN: 1-887229-25-6.