Agency Growth – Has the game changed?

Not to put too fine a point on it, things have changed. The creative industries and agency world are now facing a new way, for new business.

We are currently in the middle of a huge evolution in the way that clients work with their creative partners and agencies. The biggest challenge of all? Engagement. How do you engage people (e.g. your clients, current and new) in this hybrid business environment? In a world where they, seemingly, have much of the power and control?

Agency new business has always been the thing that separates the good from the great. Great agencies understand that new business comes before all else, and that without it, there is no agency or indeed creativity. The merely good agencies, often pay lip service to new business and it usually plays a secondary role. Today, amidst this evolutionary period, things are no different. The great creative agencies are finding smarter, new ways to adapt in the digital, post pandemic realm.

What are the best ways you can thrive and develop meaningful relationships with new clients, that quickly convert and lead to direct business, for your agency?

Relevance: Before you even think about approaching clients (new or current) have you considered whether you are truly relevant to them? Everything you write, or deliver in any meeting, should be aligned with their needs. That takes time to consider, craft and prepare. Client meetings are immensely difficult to secure and yet many agencies always under prepare for them. Spend time thinking about your clients businesses and their needs. When you genuinely align them in the right way you will soon be pushing on an open door.

Cut through: Perhaps one of the biggest challenges of all right now. Many clients are not in the office, e.g. no phones, and therefore contacting them, getting access or any kind of ‘facetime’ (these days, digital facetime) is harder than ever. That tips the balance massively in their favour, not the agency. The Client Key are using new technology to get you access to clients and land those highly relevant messages that start the all-important first conversations. Find a way to cut through the noise and get in front of clients. If this is a challenge, ask us to help you!

A structured process: Don’t get stressed, get a plan! New business & sales really doesn’t need to be hugely difficult or challenging. Most agencies are standing on a mountain of value – they just need someone to help them unlock it. In order to do this effectively devise a clear strategy and campaign plan for growth. We can help unlock your assets and value so that clients are quickly ready to buy from you.

Client Clarity: Ask any agency who they want to work with and the answer will usually be one of the ‘FAANG’ companies. Facebook, Apple, Amazon, Netflix or Google. Sound familiar? Clearly we’d all like to be working with these companies, perhaps you already are? But how about going after the ones under the radar? The global behemoths that most people have never heard of. These are the kinds of clients that we love – and there are lots of them out there! Know who you want to work with and, more importantly, why. If you start with a direct relevance to the client from the outset your first engagements will be far more effective.

Rainmakers – To bring all of this together you need people who intuitively know how to do all of this! The points we’ve shared are second nature to them and this is how they operate all day long. If you don’t have natural born rainmakers in your team, find some externally!

The old agency model for growth has changed. Previously, companies looked to the Sales Director or Client Services Director and largely, left them to it. That is a risky and ineffective plan for agencies not to grow. Why try to deliver such a critical function in-house when you don’t have the skills or team to do it?

There is a new way, for new business. A service that brings in expert specialist knowledge with the proven skills to grow your agency. The game has changed and it’s now time to embrace new and innovative ways of growing your creative business.

If you have any questions or want to discuss any of the points covered, get in touch, we’d love to hear from you.

Rob King, Founder

The Client Key – A new way, for new business.