STANDSTILL agencies have a winning mentality,
STANDOUT agencies don’t.
”Wait…what? Surely it’s the other way around?” I hear you say.
I can think of no other industry where commercial success is so commonly and overtly labelled as “winning”. In other sectors businesses acquire users, they attract new customers, they do deals, they sign contracts, they form partnerships.
STANDSTILL agencies sell OR deliver.
STANDOUT agencies sell AND deliver.
To run a successful agency you need 2 core skills:.
1. The ability to SELL – You need to be able to find and convert new prospects into clients.
2. The ability to DELIVER – You need to be able to effectively and consistently deliver a service to your clients.
Despite what most people believe, agencies are notoriously difficult to sell.
For those deals that are done, the sales process itself can take 12 months to plan and negotiate.
The best way of marketing an agency is to attract business.
We live in an increasingly uncertain world. In a world of uncertainty, nothing is more attractive than certainty.