We understand how difficult this year has been for everyone, and with next year set to be just as unpredictable, what better time to take a moment to pause and review your approach to new business?
Those agencies that get it right know that new business campaigns should not be short term, but need to be part of a planned, overarching strategy that is employed and measured consistently. They also know that the new business team shouldn’t be sat within a silo, it must be fully integrated in the business of an agency to achieve its goals. It is not necessarily complacency that agencies can suffer from when seeking new business, but not refining the approach.
Here at The Hand, we’ve written before about the culture within the agency environment and the need to embrace the sales process. But we haven’t yet shared the essential tools for getting it right once the culture is addressed.