Interpersonal Chemistry Is A Critical Factor In Winning New Advertising Accounts
So, you want to win that new account for your advertising agency. A critical factor to get to GO is to build interpersonal chemistry between you and your prospective client. Here are some insights from my book on pitching and an interview with a leader in building relationships with the right people whether they are prospective new clients or your own colleagues (which is a good thing when you are pitching).
You Probably Look Like The Next Agency
Chances are good that you will be up against look-alike agencies. You all probably share similar attributes, skills, and histories. You might even be wearing the same Armani suit or Tory Burch shoes or, today, tee-shirt.
Because of this, the ultimate selection factor is often based on personal vibes. The client wants to feel comfortable with and inspired by the agency’s culture and people. They are looking for a dedicated partner who will care as much about their business as they do. They want a confident agency that looks, acts, and feels right.
I can’t stress the chemistry thing enough. Here is what Avidan Strategies’ 2012 survey of agency search consultants revealed:
“Practically every consultant, or 96% of the sample, pointed to “chemistry” as the key factor for winning. But what exactly is chemistry? Generally speaking, it is simpatico between the client and agency teams.”
So while you are thinking about how to express your agency’s core skills and style, remember that how you express who you are could be the make or break part of your pitch. I’ll talk more about chemistry later. But it is imperative that you keep personal chemistry in mind as you start to think through what this client really wants.
Here’s an interview with a chemistry specialist. Debra Weekley knows her stuff having honed it at Nike, Wieden+Kennedy and Saatchi and Saatchi, where we worked together.
The Chemistry Interview:
Debra Weekley – Principle at Connectivenrgy, LLC
Debra Weekley’s career includes Fortune 500 account management at Wieden+Kennedy and Saatchi & Saatchi. After her agency career, she took that time-honored leap to the client side and served in marketing and human resources leadership positions at Nike.
Debra’s Connectivenergy helps creative and entrepreneurial companies better connect as a team, with their markets, and deliver their best work. A consistent thread throughout her work is insightful, thoughtful, and creative facilitation. Her focus is on personal, interpersonal, team, and leadership development. One of her passions is helping younger professionals navigate this very competitive marketplace, as they become managers and leaders.
Read on. Debra will help you win more new accounts. Read More