Incredibly, the UK’s world beating creative sector contributes £13M every hour to the economy. Yet, so many creative businesses and agencies still struggle to find consistent sales and growth. How can creatives rapidly grow their business?

A lot of creative agencies are unable to find regular and steady sales. They can achieve some short-term wins but then often get distracted whilst delivering those projects, only to find at the end of the process they haven’t got any new work.

Or, they try to do all of the selling themselves but instead find they get bogged down and distracted by the day-to-day running of their business. Many agencies focus heavily on the creative side and less on the sales side. Creatives, then, have a big problem with growth.

It needn’t be like this. There is a New Way, for New Business.

As we begin a new business year are there things that your agency could be doing to finally grow in a meaningful way?

It’s a challenge for small agencies to access the breadth of specialist skills required. Arguably, the perfect skills model doesn’t exist in-house for agencies with 50 or less staff. These are the reasons The Client Key have developed A New Way, for New Business.

The new way is proven, simple, lean and cost effective. The skill set of a full team, for less than the expense of an old school sales director. So you get experience, knowledge and expert skills across each core sales function. We are specialists within the creative agency sector. The Client Key helps you ‘uber-ise’ new business in your agency. Eg, faster, better, cheaper and with results that deliver sales.

If any of this resonates with you then please do get in touch. We’ll be running Rapid Growth workshops throughout January to help small agencies thrive in 2023. We’d love to hear from you.

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Either here in the UK, or in International Markets.

The barriers to entry are lower than ever before and agencies can access new clients and new markets with minimal costs and time investment.

Understanding your market: Picking the right market is critical, whether it is Tech, Retail etc; there is no point trying to be in several new sectors at the same time (unless you have the size and scale to make this a reality). It is better to understand and focus on one area first. Either at home – or abroad.

Focus on the Mega Projects: There are a huge number of mega projects in the world that drive business for creative agencies. Whether it’s sporting events such as The World Cup or cultural events such as Expo 2020. The recent Commonwealth Games was a massive driver of UK creative agency work. What could your agency do to target business in these (and other) mega projects both in the UK and abroad?

Growth plan: When going into any new market or sector you will need a clear plan for growth. What are the steps you need to take to secure business? How can you do it in an effective and lean way? Most SME creative agencies do not have FTSE 100 budgets when it comes to new business. Getting bang for your buck and spending carefully is essential.

Foundation clients: Ideally, having 2-3 foundation clients can help provide a springboard into new markets or sectors. Those can usually be won from base camp – before you take the plunge and invest significant sums in travel and a new office. This is a very effective strategy that has worked for lots of our agencies.

Your network: Build your network as quickly as you can. Get to know the key players and major prospects in a specific area you may be targeting. There are lots of resources via British Embassy teams, local government and the DIT (Department for International Trade). There is a well developed infrastructure on the ground, all over the world, to help you. Tap into those services and get to know people locally.

In summary, there has never been a better time for SME’s and agencies to grow in the UK and expand abroad. The technology is now there to support you and there are less barriers to overcome. The political and economic link between many countries and the UK are a major focus on government agendas.

The UK creative sector is revered around the globe. Whether in music, arts, fashion, film, events or createtech it’s one of the things we do best.

Now is the time to take your creativity out there!

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However, fundamentally, clients do not buy you for the things you deliver. They don’t even necessarily need these things! Creative services are out there in abundance, they are everywhere. All the client has to do is reach out and pick the nearest company that comes to mind, top of their google search or whoever gets in touch with them at the right moment. There are many, many agencies all vying for the same business.

So then, how do you compete?

The reasons someone will pick you over the competition are purely down to the value you bring them and the problems you can help them solve. That’s it. All client buying decisions are based on those factors.

When you shift the conversation more towards value and specifically the true value you offer people, there is a huge shift in the power of these conversations.

So, armed with this information how exactly do you communicate that value? How can you position yourselves in the minds of your clients as the right and only solution for them?

This is where a campaign driven approach to business development comes in. When you focus on two or three key areas of expertise that you offer and are able to communicate those clearly at scale – then you will start to get noticed.

This means giving away some of your time and even more of your value. That might sound counterintuitive but it is not. Because when you start to be of use, of value and of genuine interest to people, then suddenly they want more. Crucially they’ll be prepared to pay for it. So, campaign driven business development is one of the most effective things you can do to grow as an agency.

It will help you to stand out and scale up. Rapidly.

Interested in finding out more about campaign driven agency growth? Book one of our ‘Rapid Growth’ workshops by getting in touch, we’d love to hear from you.

The post How campaign driven business development will grow your agency more effectively. appeared first on The Client Key.

You probably have many conversations with potential clients in your agency. Perhaps on a daily basis? How many of them progress to become actual fee paying clients? How many of them end up being just ‘good conversations’?

There is a process that you can take people through that is so effective it will give you a huge advantage over any of your competitors to convert conversations to fee paying clients.

By the time you’ve taken people through this method they will be ready to buy from you.

Step 1: Listen / question / respond
Arguably the most important phase of any new conversation. This is the time to listen and learn. Ensure you always ask to speak to the client once they’ve invited you to pitch. Either in person (if they will agree to it) or via a phone call.

Often neither of these will be permitted. In which case ask to send through a list of questions. If the client still refuses to answer any questions be very wary. Is this something you realistically have a chance of winning? Most likely not and you could just be making up the numbers. You can always decline the conversation or pitch.

Step 2: Challenge & interrogate
There is a place for appropriately challenging and testing thoughts or ideas. As long as you have good rapport with the client you can ask relatively direct questions back in response. This is the time to go a bit deeper with the thinking or questioning.

“If we suggested X,Y,Z, how would that feel?” Another great question to ask is, “On a scale of 1-10 where do you want to be creatively? 1 being very safe and conservative. 10 being off the scale creatively” You will always get very different responses to this question! Their answers and reactions will help shape your creative at a later stage so make sure you take the time to do this.

Step 3: Interpret & create
Once you’ve understood their thinking you can now go away and begin your creative development. This is your time to start interpreting and translating it into your ideas. Do what you do best, that’s probably why they’re interested in you.

Step 4: Question
By now you should be confident in what the client is looking for and in your ability to win the pitch. If you’re not confident at this stage, ask yourself is it time to bow out? Would your time be better off spent elsewhere?

Once a plan is beginning to formulate in your mind can you go back to the client and test the water? By checking your thinking with them you can sense check if they like it. It’s also a great way of keeping the dialogue going with them.

If they’re happy to keep chatting (which they often are) – do it! However, make sure you don’t give away the big reveal until you need to. Keep most of the big creative back for now.

Step 5: Evaluate
Ask yourself as you go, are we fulfilling the brief here? Your job as the sales lead is to become the eyes and ears of the client. Sometimes creatives will get fixated on an idea that you know is not right.

This happens quite often and it’s your job to challenge back internally. It isn’t always an easy conversation to have but trust me it’s much better than losing the pitch because you didn’t say anything. Always try to think like the client and use their success factor and objectives. Evaluate as you go and don’t be afraid to change course if you need to.

Step 6: Deliver
You’ve come up with a brilliant creative idea or proposal. Now you have to go and deliver it. Decide who is going to be in the room. Think about the personalities involved and avoid any clashes. You want your best self, or your A team delivering their A game. So choose a time that best suits you. Try to avoid the middle slot if clients are block booking. Going either first or last is usually a better bet for making an impact. This is surprisingly effective at helping win more pitches – especially if you know you’ve nailed the creative! Get in there early, dazzle them and leave everyone else looking average. It works!

You should know who will be in the room from their side and what their individual agenda is. Are they focussed on the budget or the creative? Do they want the detail or the sizzle? You should know this because you’ve asked the question. Be ready for the difficult, challenging questions – embrace them head on, don’t fear them.

Step 7: Win!
By doing all of this and following the process you will have now built a dialogue with the client throughout. By the time you walk into that room, or send it digitally via email, you will be so aligned that you are making it very easy for them to say yes.

You have framed your company, your team and you as the only people that they should be awarding this project to. It is the natural choice for them to say yes, press the big green GO button! You have made it easy for them to buy from you.

This is ultimately what effective selling is all about.

The Client Key – A New Way, for New Business.

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This presents many challenges, and opportunities, for agencies. How can creative companies gain an advantage to succeed in this changing landscape? Is there now a way for your agency to grow more effectively?

A New Way, for New Business is an approach to consistently win you new work, more effectively, at a time when clients seemingly hold much of the power.

Here are some of the key elements for you to consider at the start of 2022.

What is your Brand Value?
What do you want to be famous for and how can you stand out from the crowd in a highly competitive marketplace? Have you asked your audience what they are looking for and what problems they need solving? Then ask yourself, do you address this? What is your true value as an agency?

Have you carried out a Client Audit?
What is the profile of your current client base? It is important to understand your client, or potential clients, so you can focus on the ones that are right for you. Think about their target demographic and the solutions and services they deliver. What are the challenges they are facing right now and how might you help to address them?

How do you Engage with potential clients?
With so many routes to market and options to engage clients it is essential to find out what works best for them and your agency. Think about what marketing and social channels they use so you can understand your client more. Who are your lapsed clients and how might you go about re-engaging with them? Don’t forget to position you and your business as thought leaders and always demonstrate your expertise!

How to approach client Acquisition?
Client acquisition is perhaps the most challenging part so make sure you are prepared, rehearsed and in the right mindset. Understand both the companies and personal buying motives. Set the scene at the set of any meeting and don’t leave without getting a follow up date in the diary. And make sure you listen twice as much as you talk!

Don’t forget to Listen and Learn
Repeating a successful formula is one of the best ways to win business! Understanding where you have been successful and replicating that behaviour is essential. Also remember that sales is a team sport and you need to build, evolve and listen to your clients and your team.

The way that agencies grow their business is changing all of the time. A New Way, for New Business is a proven model for the rapid growth of creative businesses.

Get in touch to find out more and set 2022 off to the best start possible!

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The Client Key has decades of experience in successfully growing agencies, production companies and creative organisations. So, in this article, we’re going to share some of our core ‘truths’ in agency new business.

We hope that you’ll find them useful and relevant to your agency!

1) Strategy is paramount

Do you have a new business plan? Where is your next client coming from? How does your sales team operate? Not having a clearly defined road map for growth will slow you down hugely. Most agencies try to do things organically without a clear process and rigorous implementation of the new business function.

2) You need rainmakers

Rainmakers are the people who consistently win you business. They genuinely know how to engage clients and do whatever it takes to get them over the line. They operate instinctively and it’s in their DNA. Sales and new business comes naturally to them, and often without any formal training – they just know how to do it. Who are the real rainmakers in your business and have you got enough of them? Do you celebrate and reward them? Does everything fall squarely on their shoulders, or do you help them share the load?

3) Your brand proposition alone will not win you business

There are many people who believe in ‘win without pitching’ via a well-defined brand proposition. Namely, that if you communicate your agency value well enough, clients will automatically choose you without a pitch. Very, very rarely is this ever true. This single thing will not win you business. Yes, it’s important to have a clear and well defined brand proposition, that clients engage with. But forget the idea that on its own this will win you work – it won’t! Very rarely do clients ever single source major pieces of business without entertaining some kind of pitch. So…

4) Get good at pitching

Pitching is not a dirty word and ‘win without pitching’ is dead. Clients are duty bound to carry out their due diligence and entertain multiple conversations before placing a significant piece of business. They might know who they want to work with but 95% of the time they still have to run a pitch. Successful pitching is an art form in itself. So, get good at it! Learn what their major success factors are before you say yes. Learning how to pitch more effectively is the one of the single most important things you can do to grow your agency.

How to pitch!

5) New Business is the only building block for success

This is what separates the great from the good. The ability to put new business and sales at the heart of your organisation. It’s not great creative work (although yes, of course, that’s vital) it’s your ability to go out and sell that creative work. When you can embed this idea, across everything you do, your agency will grow, very rapidly.

6) Your clients might be further away than you think

Creativity is in demand all over the globe. The UK creative sector is among the best in the world. Through technology it is now easier than ever before to work with international clients. Are you doing this in your agency? How can you open up new clients in different markets more effectively?

Finding new international clients

7) There is ‘A New way, for New business’

You are operating in a very crowded marketplace so your ability to stand out and differentiate is vital. The Client Key helps businesses operate a new, more effective, way for sales and new business. Gone are the days of ineffectively trying to do this solely in-house. Our model is the ‘uberfication’ of the biz dev function. Proven and effective that generates results.

Let us know what you think about our agency growth truths! We’d love to hear from you.

Rob King – The Client Key

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However, is that really so? Can you run successful business development campaigns purely in the digital realm? Are clients just as motivated to engage digitally, than they are in real life?

The balance of power has shifted massively towards the customer and buyer, which in itself is a great thing. Suddenly customers – your clients – have more information, more knowledge and more power at their fingertips. They can find you, qualify you and make a quick judgement based on that information (rightly or wrongly!) on whether to give you any of their most precious resource – their time. Beyond company websites all of your CVs are on Linkedin and all of our personal lives are on Facebook and Instagram. All that person has to do is go and have a quick look! In short buyers don’t need to meet sellers. The old agency world of meet-greet-pitch and win has changed.

However, I don’t believe that this is now the permanent reality for any business or creative agency. Human beings are a social species and we’re hard wired to want to interact, communicate and socialise. Whilst a lot of the sales process can now be conducted through technology there will always be a place for customer interaction at some stage in the process. Buyers want to understand and they want to learn. They seek rapport, want to do their due diligence, and they like a relative degree of certainty in their decision making. Logic makes people think but emotion makes people act.

For now, at least, the majority of this work must take place through a digital and virtual lens. It’s important for agencies and creatives to understand their clients and their problems. To ask deep and searching questions that uncover a basis for a constructive and collaborative relationship. This can be done virtually but it takes preparation and research to put yourself in the mindset of your clients. Here are some of the key things to look out for when prospecting new and existing client relationships:

• Listening
The first rule of law in sales. Listen more than you talk. Practice becoming a better listener. Most people listen with the intent to respond, planning their response. Instead, try being an active listener. Asking questions will allow you to understand more. If you do one thing, talk less – listen more!

• Understanding people
First and foremost you are simply trying to understand the other person or company. Once you’ve understood a little more about that person you can begin to understand their needs and if they align with yours.

• Learning
Listening and understanding will help you to learn more about your clients and their business. Learn as much as you can and use that knowledge.

• Building rapport
It’s your job to help lower the tension levels in any conversation as quickly as possible. Both you and client will have a degree of tension in any first conversation or meeting. It’s literally hard wired into our DNA as human beings to be a little wary in unfamiliar situations. Use the above tools, to lower the tension levels and build rapport.

• Thinking like your clients
Put yourself in the mind of your clients and try to walk a mile in their shoes. Why should they talk to you, how are you relevant? See things from their side of the fence. Try to think like a client when pitching, how will you be perceived in their mind?

To thrive in this ‘new normal’ agencies and businesses must recognise that sales and new business is central to growth and success. It’s no longer enough to just hire a sales person and hope it works out. Or undertake some lead generation and marketing in isolation.

There is a new way for new business. Agencies need a holistic, comprehensive strategy for sales and business development. When it’s embedded and engaged across every level of your organisation, and with every team member, then your business will thrive. Even in a downturn or lockdown!

The Client Key – A new way for new business.

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