Are you killing or billing?

The credentials presentation. It's the first chance your agency gets to make a good impression on a new prospect. Problem is that most ad agencies spend too much time talking about the wrong thing.

Themselves.

In fact the biggest complaint I've read about and heard firsthand from marketers on the buyers side is that they're tired of the "who we are, awards, unique methodology, how creative we are, how we love ROI, case study case study case study case study etc etc"

Because when they agreed to meet the agency, they Googled them, Checked their website. Saw the case studies. Saw that they won an Effie. That they hired a well respected creative director. They already knew pretty much all they needed to know about the agency by the time they got to shake hands.

What they really were hoping to hear was how the agency was going to help THEM. That the agency had done their homework. Had already tried to identify any business challenges they may be facing- and hinting at a solution. Tried to understand their brand, product or service and show insight.

Secondly, a credentials presentation isn't just about presenting the agency. It's also about presenting yourself, the ambassador of the agency, and trying to get to know the potential client. Talk to them, with them, but not AT them.

Third, try to use other presentation software than Power Point. You can get a flash presentation done for very reasonable fees these days, and trust me, what a difference it makes!! With a flash introduction to your agency, you can keep perfect timing, talk less and add an element of excitement that Power Point just can't deliver. You can then definitely use Power Point to tailor a presentation of your findings and insights regarding your prospect.

Last but not least- LISTEN to what the potential client is saying. You've got this person's company for a limited time, they have the power to make or break your financial year- so take my advice, hang on every word!

These are just a few hints that'll help you start billing and stop killing your prospects- but if you want to know more about good new business practices, check here: http://www.newbusinesslessons.org


Best Wishes,

THE ICEBREAKER