Advice For Advertising Agencies That Want to Win
A chunk of my book on how to win more advertising agency pitches included interviews with industry playas. These folks were agency owners, 4A’s execs, search and pitch consultants, procurement decision makers and legal experts. Many readers found these interviews to be invaluable in helping to craft pitches that did not make any of the big mistakes that lead to coming in “second.” By the way, have you ever noticed that all of the not-chosen come in “second”?
More advice. I just came across the 4A’s “One Piece of Advice” for Agencies. Agency Search Consultants Advice for Agencies. (January 2018.) Since this advice is, in many cases similar to the advice in my book (and includes some of the same interviewees), I am forwarding the long PDF to you as continuing confirmation that some agencies do things right and, according to the consultants, many are still getting it wrong.
A link to the full document is below. There is so much truth here that I’ve highlighted one major point from each consultant’s advice.
Agency Search Consultants Advice for Agencies
“One Piece of Advice” for Agencies January 2018
4A’s asked industry leading agency search consultants to provide “One Piece of Advice” that the association could share with members as they begin thinking about their 2018 new business plans.
The 4A’s consultant request noted, “Based on your knowledge of client marketer needs/wants and industry dynamics, what is the one thing that you would recommend that an agency either do or not do that can help the effectiveness of their new business efforts? We welcome your advice in any area of the agency search and selection process (prospecting, RFI/RFP submissions, creds, chemistry, presentations, etc.)”
Joanne Davis Consulting: “It’s not about you; it’s never been about you; it’s never going to be about you. It’s about the client.”
Do you really need to hear this again? It is always about the client and her goals, opportunities and issues.
Mercer Island Group: “Something the consultants understand better than most agencies is that you can’t offer a prospect relevant value until you have identified the prospect’s true business needs. The basic idea of the elevator speech is inherently flawed — as are most agency pitches; if you’re talking about things the prospect has no interest in, they will stop listening.”
Why do you think that pitch consulatants keep saying… that it is always about the client’s goals and issues?
Drexler/Fajen & Partners: “Agencies could spend more time really understanding as much as possible about the prospect’s business and their people and be prepared to demonstrate that in a natural way.”
Study big time: the client, its industry and the macro and micro business opportunities.