Consistency is Key To Ad Agency New Business Program

building blocks for new business

A Building Block for a Successful Agency New Business Program – Consistency

Definition: con·sis·tent

adj = able to maintain a particular standard or repeat a particular task with minimal variation

While there are different approaches to successful agency new business development programs, they are made up of some common building blocks. The first secret to a new business program is getting started. The second secret is developing a new business program that your agency can consistently execute and sustain.

Your new business activities must be sustainable at the times when your agency is at its busiest. Too often new business development is put on the back burner until existing business decreases and a downturn begins. That creates a roller coaster effect on your agency’s pipeline of prospects which impacts agency income and causes you to accept the wrong type of client, from the wrong pool of prospects which do not fit your agency’s strengths and core competencies.

To be consistent any agency new business program must be realistically achievable within the culture and resources of the agency, have a manager who is held accountable for its execution and top management must be intimately involved in the process.

Look for ways to simplify your processes. It may also be wise to outsource some services when possible. If you can’t be consistent promoting your agency your stop and go efforts wont be effective.

When that key account departs, getting serious about new business is too late. 


photo credit: ogimogi via photopin cc

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. Hi I wrote an article recently about how to choose a business development agency if you are a creative or marketing agency. Please have a read and see what you think

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