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BizReport : Trends & Ideas archives : May 28, 2010

Marketing agencies need to sharpen their pitches

A new survey from agency new business/agency search firm RSW/US has found that marketing agencies need to work on their preparation and execution of crucial first meetings or telephone conversations with prospective clients.

by Helen Leggatt

It seems that while marketing agencies think they ought to be impressing clients with a sales pitch that's all about them, they should instead be focusing on demonstrating how much they know about their prospective client.

RSW/US's research in to the perspectives of clients and agencies on that crucial first meeting leaves the preparedness of agencies wanting. They tend not to focus on demonstrating their knowledge of the marketer's business, instead preferring to discuss creative and their pre-formed opinions.

"Agencies have to remember that while winning the marketer's business might be on top of their priority list, their agency isn't on top of the marketer's list," said Mark Sneider, Owner/President of RSW/US.

On the RSW/US blog, Sneider provides some great tips on how agencies can prepare for a successful first meeting. These include contacting the client in advance to pose some questions about their business in order to prepare all involved for what may be discussed (and to show that research is being done), and not parting company without a "next step" planned out.

"And finally," concludes Sneider, "...for goodness sake, if there is a follow-up, do it quickly...don't let weeks pass or they're sure to lose. We've seen agency clients wait weeks...sometimes months. The death of an opportunity! I don't care if the prospect said "no hurry" need to be in a hurry!"

Tags: agency pitch, business knowledge, marketing agency, new business

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