So, this week has seen a bunch o’ political change! Don’t expect too much pontificatin’ and grandiose “what does it all mean talk” from yours truly. You can get that simply by turning on the TV or listening to the radio, or checking in with your Facebook friends. (By the way, become a Thunderclap Consulting Group fan!)
Today’s post will take election cycle observations and suggest a few hastily written reminders for us on how it might apply to new business:
Prospective clients, like the electorate, have little patience. In new business, this can mean minimizing talk of your capabilities. Focus on the “what’s in it for me” – how you can solve prospects’ problems.
Candidates win through a campaign. A series of events. We’re doing the same thing in new business: planning and executing multiple events/interactions that convince the prospect you are the agency for them. It’s more than just the RFP, the creds and then finals. There’s time between these events you can leverage to win!
“Friends of…” messages can have a huge impact. I saw a great tweet the other day that said the real winners in this cycle were the media. HUGE amounts of money were spent – and much of it not by the candidates themselves, but by PAC groups. (Don’t get me started how awful that is. I promised myself I wouldn’t get too political here. But…!) In new business, how often do you harness friend power to win business? I’m talking about things like client testimonials and friends’ rolodexes. Your agency friends and clients can help not only increase the number of pitches you get, but help close more of what you already have.
There are more, of course. And if you have any thoughts, I encourage you to share ’em.