26 Jul 6 Overlooked Ways to Win More New Clients
Written by Karla Cook
Every agency professional knows that sinking feeling — you pursued what you thought was a warm lead for weeks, only to have them pass on your services. You don’t understand where it all went wrong. Your agency has a lot to offer, so why aren’t any of your prospects taking the bait?
It’s time to stop getting your hopes up and start incorporating these strategies into your agency’s business development plan.
6 Strategies for Winning More Clients
1) Make sure they’re worth it.
It’s easy to get excited when a lead starts to warm up, but hold yourself back from jumping into a contract before you’ve determined they’re a good fit. The last thing you want is a new client that your agency can’t entirely accommodate or who isn’t actually prepared to invest the necessary time and money in your services.
Start by writing up your ideal client profile — a list of qualities that your agency can use to determine if a prospect will be a sustainable and profitable client down the line. As a starting point, look to your past or current accounts that have resulted in rewarding business relationships, and think about exactly what made them work so well. This will enable your team to more selectively seek out and nurture leads that fit your ideal profile, leading to a pool of prospects who are more likely to close as valuable new accounts.
Once you know exactly what to look for, make an effort to get to know your prospects. Remember: Qualifying a new lead shouldn’t feel like swiping left or right on a dating app. You need more than a fleeting first impression to make an informed decision. Learn to ask smart qualifying questions that help you understand your prospective client’s motivations, goals, challenges, and resources. In turn, your prospect gets to see that your agency is thoughtful and deliberate about pursuing serious contracts — it’s a win-win.
At any point in the qualification process, don’t be afraid to be picky. If leads don’t meet your agency’s criteria — or if you don’t think you can fully get behind their product or service — disqualify them and move on.
2) Don’t let your leads go cold.
Cultivating a productive lead generation campaign is important — but it’s only one component of winning more clients for your agency. Before you can close the deal, you need to spin up an effective lead nurturing program.
Leads don’t have a long shelf life, leaving you with a limited window of time to engage with them. But unfortunately, when it comes to business development, many agencies simply fail to actively prioritize a nurturing strategy, resulting in cold leads and missed opportunities. And we get it — you’re pressed for time, and at the end of the day, your current clients are your absolute top priority. Just keep in mind that 73% of all B2B leads are not sales-ready. You need a strategy for moving them closer to the point of purchase.
So what’s an agency to do? This is where targeted lead nurturing comes in. And it doesn’t have to be complicated and time consuming. With email automation, you can set up nurturing workflows to engage with potential clients, familiarize them with your services, and personalize content to fit their stage in the marketing funnel. Leads don’t warm up on their own — convince them to invest in you. View Full Article >>