How not to waste time with unqualified prospects.
It isn’t difficult to secure meetings with prospective clients of small to midsize ad agencies. What is key is to get appointments with qualified prospects that have the proper budget and a readiness to spend money for an agency’s services.
There are a lot of prospects out there are always glad to meet to glean whatever they can from your agency for free. These are the “tire-kickers”, prospects who eat up lots of your precious time and from the get-go never intend to work with you.
One way to eliminate the “Tire-Kickers” is to have a clear call-to-action … an initial first step for any prospective client.
How do you usually begin a relationship with a new client? Do you normally conduct a market or brand audit with a new client? Turn it into your call-to-action. Price it in a way that is a great value for the prospect but helps to recover some of your agency’s time investment. Tire-Kickers usually wont be willing to pay for anything. This will help to eliminate them and provide a reasonable first step for a prospect to become a client.
4 tips for creating your ‘call-to-action’:
- Define your goal. I would suggest that your objective would be for a face-to-face meeting with a qualified prospect.
- Keep your offering simple. Remember attention spans is fleeting online. They wont spend a lot of time trying to figure it out.
- Make your offering valuable to the prospect. Their takeaway is much greater than their time and monetary investment.
- What action. Be clear as to what action you want your readers to take. The action could be a:
*Social Media Workshop
*Strategic Marketing Plan
Prospects want to be able to read up on the details of your agency’s call to action within their own time frame. So make it easy for them to find. You can promote it on a special landing page, through your website, blog, eNewsletter, or traditional collateral print pieces.
I consistently hear from agencies, “if we can just get in front of our prospects, we have no trouble closing the deal”. We’ll here’s your chance. By using this approach for a call to action, you meet your primary objective of getting in front of qualified prospects.
Additional articles that may be of interest:
- 10 Tips For Creating a Game Plan For Ad Agency New Business
- Ad Agencies: Three Things a New Business Director Needs for Success
- 10 Advantages When Ad Agencies Focus New Business Efforts on Their “Sweet Spot”
- Add A Fact Sheet for Ad Agency New Business
- The Changing Role of Ad Agency Rainmakers
- 6 Practical Tips for Ad Agency RFP Responses