How Your Advertising Agency’s Sales Pitch Is Like An Indian Shopkeeper
I was in the Indian states of Rajasthan and Uttar Pradesh and Delhi and Mumbai for the month of January. As a tourist, my attention was desired by many shop keepers, solo tour guides and taxi drivers.
The usual sales pitch come-on, the way for me to be enticed to turn and make eye contact, were questions. Essentially two: a questioning “Hello Sir?” or “Where are you from.”
While I always heard the question, I learned not to make eye contact in most cases as the ultimate offer being made was usually the same. I was being asked to enter a shop to buy something, generally, pashmina scarfs or a new suit, to receive an offer of transportation or some form of guidance. In some way, I was sad that I did not speak with everyone. That I dismissed their personal ‘pitch’ through silence. But, really, I had no choice if I wanted to get on with my daily plans.
Advertising Agency Business Development, It’s Sales Pitch And “Hello Sir”
Over the years, I’ve noticed that many advertising, design and PR agencies do little more than what the Indian shopkeepers did. These agencies simply find a way to wave their hands to say “Here we are” to prospective clients.
The agency sales message can be effective in getting attention for a fleeting moment, but the next set of words or information looks like all the other hand waving from other agency competitors. The agencies offer little in a customized sales pitch or insights that would help the client want to turn their head and want to hear more.
Sameness, or worse, being ignored, is a space that many agencies business development programs live in.
I’ll talk more about building strategic and action-oriented brand and message differentiation in the next couple of weeks. OK, I have actually been writing about this for years. But, I’ll deliver more direct ideas and collation of past thinking.
Most agencies have to get past, “Hello Sir.”
Ask me how your agency’s sales pitch can break you out of the “pashmina” pack.