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Additional Posts in New Business. The good, the bad, the ugly.
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Some version of this idea has come up every two years at every agency I’ve ever worked in. And it comes up so frequently because it’s a great idea on its face. Except it rarely (if ever) converts truly new business. Especially if your agency isn’t already in a (new) client’s procurement system, because getting into that is often a huge effort on the client’s side and it’s not worth it for a $25k project they have to go to their boss multiple times about. Which, is the next reason it hasn’t bit: medium-cost projects often attract a lot of cost scrutiny. Under $10k and it’s not usually a huge deal. Between $10-30k grabs a lot of headlines internally and most people don’t assign a value to strategic work (outside an existing relationship) like this from ad agencies that would justify the expense. Rightly or wrongly.
Anything over $30k and you’re hard-pressed to have a client drive it through without procurement’s involvement. And most clients don’t want to deal with that, because it’s more work for them. Especially for a one-off.
That’s the bad news with net-new clients. On the flip side, you could try to sell these as incremental rev opps to existing clients. It takes a really excellent team (strat/creative/account) who are tied into the client’s business and worries to design something that can be seen as useful/beneficial enough to not be perceived as up-selling. It’s a lot of work for that agency team, but it is something that could work. If you can get two of these sold through, put it as an offer in your creds decks and build one case out of it. It’s eye-catching enough it might get you another meeting with new potential clients, but probably won’t be the item they wind up buying.
Idea would be the next 4mpnths the focus would be something else topical. And each time a crack team is built specifically to work on that problem.
I do not understand what you are selling. Consulting services to help with new biz?