Hello lovely people. I’ve been asked to present a approach/framework to how to drive strategic new business on clients for a project based agency. Any good templates? And how this differs from a reta

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your two most important elements are 1. personal relationships and 2. Fit of the work. So I would start with mapping out those: detail every person in the agency who has a good personal relationship with the client, then match that against the client's area of responsibility. from there I'd look at work the agency has done that fits their area of responsibility, and find a way to present it to them. Focus on results that the client / prospect cares about: selling units, driving awareness, whatever. You want then to picture your agency helping them get a glowing end of year review.

your single most important aspect of new business is prospecting, and prospecting is a slow burn, pain in the ass, prepare to be rejected, ignored and ghosted kind of business. But if you are persistent you will find opportunity. Thick skin needed.

my approach would be to try to get in front of those people long before they have a specific project for you. have someone on the client side who knows you introduce you, then do a capes presentation focused on their area of expertise. do that right and you'll be in their radar when they have a project. do it enough and you generate business for the agency.

there's no secret, it's just solid strategy and relentless execution. And a little luck. the biggest difference between this and retainer business is you have to prove yourself over and over again to win business (vs the threat of losing it).

hope that helps. happy to answer any specific questions if ican be helpful, either here or over DM.

likesmart

Well expressed!

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Jammed it together and it went down well. Thanks for succinct words of wisdom!!!

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*retained bit of business. Any tips and appreciated!

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