The Art & Science of Advertising Agency Sales Prospecting – A Smart ‘KISS’ Approach
You know what advertising agency sales prospecting is. Yup. But… let’s start with a couple of definitions to get us on the same page.
From Shopify: Prospecting is the first step in the sales process, which consists of identifying potential customers, aka prospects. The goal of prospecting is to develop a database of likely customers and then systematically communicate with them in the hopes of converting them from potential customer to current customer.
From Peter Levitan: Sales prospecting is efficiently going after and getting the new clients for your advertising agency that y’all deserve.
A ramble: All advertising agencies, digital marketing expert agencies, PR, well you get the idea, need to grow. If you have been reading me for a long time, I’ve told you that you start to lose that new client the minute they become a client. So, knowing that your clients will eventually leave by the back door means that you better be working hard at bringing them in the front.
NOTE: The following is NOT a definitive prospecting plan. I am just toplining the core elements that you have to do. Sales prospecting is both science and art. I help agencies every day get this particular act together.
Sales Prospecting
I am going to assume that you have a referral strategy so you have taken care of that critical business development tactic. But, you cannot rely on referrals and WOM alone for growth. Can’t, shouldn’t. Way too many agencies do this. need a referral plan? Here you go.
Your Brand Positioning Comes First
To be a great prospector, you need to offer the market, your specific market, a compelling brand proposition that will get their attention — one that resonates. You can do all of the prospecting you want but if you do not sound like you will meet a potential client’s needs then ‘fuhgettaboutit‘… you will be wasting your time and money. Need to rethink your positioning? Go here – How To Position An Advertising Agency. [Read more…] about Advertising Agency Sales Prospecting