Agency Growth in the Face of an Ongoing Pandemic?

I’m not sure that a day goes by without some variance of this question: What should I do to help gain more new business?

First, there is no one answer.  Second, it takes discipline, focus and commitment.

But what are agencies doing who are truly growing and profiting, especially during turbulent times?

There are some common threads to keep in mind to help you make 2021 a homerun.

1. New Biz Plan – a goal without a plan is just a wish!  Craft an editorial/activity calendar-related specifically to new business.
2. Focus on Your Forte – highlight your agency’s strength or strong suit and focus on that forte… showcase that expertise that you do better than anyone else.
3. Flexibility – flexibility is the key to stability.  Do not delay making difficult decisions or adjustments… if the numbers show change is needed, then change fast.
4. New Biz Exec + – stay the course with new business activity but ramp up stewardship by having agency CEOs, presidents or owners reach out to current clients to reinforce relationships.
5. The Power of NO – saying ‘no’ allows you to go on what’s more important! Know what you’re great at, what you’re passionate about, what you stand for, what you can grow with and what makes a successful client for you… And walk away from those that do not fit your checklist.
6. Offer Solutions – do not sell!  Offer solutions to marketing problems and make them relevant to your agency’s offerings and expertise… webinars, workshops and white papers are ways to amplify these insightful solutions.
7. Teach – find ways to teach to help businesses.  The more you teach, the more you build trust.  The more you build trust, the more you become a resource.  Remember, your agency is a potential liability to that CMO’s brand and his or her responsibility is to protect that brand while growing it.  Teaching builds trust!
8. Don’t Piss in the Wind – you read that right!  I had an old boss 25 years ago at Y&R (when it was Y&R) that always used to say that line and he was so right.  Be scalpel-like focused on brands you want to work with and know why.  That passion will shine through and it helps make an instant connection.
9. Confidence is King!  Every client wants an agency partner who is confident in their approach, counsel, views and business solutions.

Hopefully, these best practices will help make ’21 one helluva prosperous year…

Lisa Colantuono

Lisa Colantuono is the President of AAR Partners. An agency search consultant for nearly two decades, Lisa is also an avid writer. Lisa has contributed many articles in top industry trades such as Forbes, Huffington Post, Advertising Age, Adweek and HubSpot Blogs’ Agency Post. Recently, Lisa entered the world of publishing with her book, @AARLisa: New Biz in 140 characters (or Less), written for the on-the-go new business exec that needs cut-to-the-chase insights to nail new business wins again and again. Lisa is also part of the industry speaking circuit, presenting at national conferences including 4A’s Transformation Conference, AAF Admerica National Conference, BOLO, HOW Design Live, Mirren, and AdAge Small Agency Conference.